manufacturing & automation business development

Role of UX in industrial purchase-decisions


The shift towards digitalisation and attention to User Experience (UX) of technologies presented a critical challenge for AutomateCo. Therefore AutomateCo. sought to understand from their customers, the extent to which UX plays a role in their purchase decisions. Furthermore, gauge its product portfolio’s user experience from a customer point of view.


5 Key digital services needs of the customers identified
13 UX improvement roadmap themes developed

“Automation is leading to reduced number of end users and increased responsibilities for few users, making UX/UI extremely important to the make or break of the workflow.”

Senior Executive AutomateCo.


Being an engineering company, AutomateCo. primarily focused on improving and highlighting its technical benefits to the customers. However, with the shift due to digitalisation, AutomateCo. hypothesised that customer’s buying criteria may have shifted. Thus AutomateCo. sought to investigate their hypothesis that UX played a role in customer decision making.

The key questions in the project were:

Q1. In which product aspects customers consider UX to be important?

Q2. What is the customer perception of AutomateCo.’s UX maturity at an industry level?

Q3. How is the user experience of AutomateCo.’s product portfolio?


AutomateCo. operated in the heavy industry with large incumbent players as customers. Thus they selected two industries for this study: Mining and Paper & Pulp. AutomateCo. believed that these industries were striving to embrace digitalization in their production. The primary reason being the efficiency-impact offered by superior digital tools.

AutomateCo. sought support from SCG’s on-demand workforce to conduct a multi national research to validate/ invalidate its hypothesis.


Phase 1: Insights on current ux situation

The SCG's agile workforce began the process by gathering insights from company management on how UX was incorporated into current product development processes. Additionally, how did they foresee UX as a part of new product creation.

Phase 2: Understand customers’ perception on UX

Next, the SCG's agile workforce conducted customer interviews with key decision makers in ten countries. These interviews provided insights on trends, customer needs and expectations from AutomateCo’s products. Based on these, emerging trends were identified and key UX criteria used by companies were listed.

Phase 3: Roadmap for development

Finally, the SCG's agile workforce analysed the gap between AutomateCo’s current UX level and customers’ requirements. Based on these a UX roadmap was developed for AutomateCo. to develop UX as a competency.


The SCG's agile workforce developed a UX improvement process roadmap for AutomateCo. comprising key recommendations and sub-themes. The improvement process roadmap accelerated the progress of AutomateCo. towards being the preferred digitalization partner for its Mining and Paper & Pulp clients.

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