ABSTRACT
Keywords: ABB, user-centred design, user experience, business, customer, pilot
This chapter discusses how to transform a strongly tech-oriented R&D culture into a more agile and customer-oriented culture. The case example comes from ABB, which is a leading power and electronic company. With 140,000 employees and over 100 years of tech-driven history, it off ers an interesting example of how to integrate user-centred design and design thinking into an R&D culture with a strong tradition of engineering. The chapter looks in more detail at the change agent pilot in the business unit of Drives and Controls.
