Upskilling & Embedding Design in Delivery
Part of UX Capability Build
Ecclesiastical – Specialist Insurance and Financial Services
Objective
Equip product delivery teams with practical UX skills, confidence, and workflows to embed user-centred design into their everyday ways of working, without relying on external consultants.
Context
Delivery teams (Product Owner, BAs, Developers, Testers) were expected to make design decisions, but had limited exposure to UX principles or practices. Design often happened reactively, outside of structured processes.
We needed to:
- Build confidence in applying UCD practices across roles.
- Align on ways of working that supported lightweight but meaningful design integration.
- Make design feel like a shared team responsibility, not a specialist silo.
My role
Coach delivery teams through live projects.
Introduce practical tools and rituals for applying design within agile sprints.
Create tailored learning experiences based on team maturity and goals.
What I did
Baseline & Tailored Learning
Conducted informal capability assessments and observed team ceremonies.
Applied the 70-20-10 learning model to shape the upskilling plan:
- 10% structured learning modules
- 20% sharing knowledge and learning by doing
- 70% supporting the adoption of new ways of working
Ways of Working for UCD Integration
Mapped current processes and co-created a future state that supported UCD activities in agile workflows. Following the feasible, viable and desirable framework to introduce a multi-lens approach to developing the product.
Introduced lightweight rituals:
- Design checkpoints during discovery and refinement
- Shared ownership of user stories with Business Analysts
Design Coaching in Action
1
Embedded design into live sprint work by building relationships with the various Business Analysts working on the product.
2
Coached individuals 1:1 (e.g. BA learning wireframing, PO writing user-centred acceptance criteria).
3
Modelled UCD facilitation during workshops and retros to build team muscle memory.
Outcomes
“I’ve worked with ‘painter and decorator’ UXers in the past, so had a narrow view of the impact, but Sam has explained and demonstrated where she fits into the process far earlier, and helped me to challenge some ‘tech-led’ designs to deliver better user experiences.” - Product Owner
“It’s been such a productive, well organised and value driven few months for us as Sam has literally embedded herself within the team and engaged on every level.” - Scrum Master
Sam Long – 2025