Bottom-up: Define Customer Reality
- Established scenario definitions at the right altitude — what belongs in the scenario vs downstream execution
- Standardized how teams express customer intent: JTBD vs goals vs tasks (and when to use each)
- Created shared artifacts to reduce interpretation drift across teams
Top-down: Anchor to Business Priorities
- Used SLT direction to focus scenario investments where UX creates meaningful business impact
- Connected scenario outcomes to shared KRs and cross-team measurable goals
- Balanced capacity, team interest, and domain expertise against business importance
Execution Mechanisms
- Listening tours to surface pain points and calibrate scenario boundaries
- RACI workshops to clarify ownership and decision-making
- Retrospectives to evolve the model and create accountability
Artifacts
- Scenario definition template (JTBD vs goals vs tasks)
- Engagement model + office hours structure
- RACI workshop output
- Listening tour synthesis snapshot
- Retrospective learnings (how the model evolved)
Outcomes
Clearer scenario definitionsFewer stalled decisionsShared KRs across teamsReduced ownership gaps