Rosenfeld Review Podcast Greg Petroff and Lou Rosenfeld discuss how GE woke up and got serious about UX
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Apr 17, 2015 
Greg Petroff, Chief Experience Officer at GE Software, reveals how GE transformed into a major software player by prioritizing user experience. He discusses building a design community within a traditionally developer-focused culture, emphasizing the need for executive support and tailored design systems. The conversation touches on overcoming challenges in enterprise settings through empathy and collaboration. Additionally, Greg contrasts GE's UX strategies with those of IBM, highlighting the different approaches towards enhancing design capacity.
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GE Realized Design Was Strategic
- GE discovered it was one of the largest software companies and realized it wasn't building software well.
- This led GE to prioritize design to create cohesive, human-centered experiences and improve outcomes.
Evangelize With Early Wins
- Evangelize design with executives and demonstrate value through focused projects.
- Use early wins to build credibility and grow a UX team inside a large enterprise.
Targeting Early Adopters And The Pit Of Despair
- GE had executive backing and initial resources so the UX team could act without early constraints.
- They targeted early adopters and teams in the 'pit of despair' to secure visible, high-impact wins.