Big wins
- Wholesale culture change driven by common design language and tool set
- Transition of industry-leading software products to cloud-based computing
- Development of stronger, more loyal client relationships
Challenge
How might Autodesk better serve its customers by adopting new business models and cloud technology?
Based in California’s San Francisco Bay Area, Autodesk is among the world’s most innovative technology companies, with a portfolio of more than 150 software programs “for people who make things,” including its AutoCAD product line. For years, Autodesk used a seat-license business model to sell software for desktop computing. But rapid advances in computing technology created an enormous opportunity for the company – making a transition from seat licenses for desktop computing to a subscription model for software delivered from the cloud and used on desktop, web and mobile platforms. To make the colossal pivot, Autodesk needed something it didn’t have – a common design standard and language across all its product lines and business operations, for thousands of employees worldwide.
It’s not that we didn’t have design tools. It’s that we didn’t have the right set of tools that everyone could use quickly. The best thing to do was find a way to change culture at scale.
Joanna Cook
Senior Director of Experience Design and Digital Engineering, Autodesk
Approach
Create a LUMA movement to bring about culture change.
In early 2013, an AutoCAD lead researcher attended LUMA’s Fundamentals of Innovation through human-centered design workshop in San Francisco. The AutoCAD team tried the methods she learned, saw significant results, and developed a broader strategy – train key advocates in each product group, highlight successes and build momentum. A turning point came when software architects used LUMA methods to tackle an especially tough problem. “That meeting really demonstrated to very technical people that the methods will help them get to a better outcome sooner,” recalls Amy Bunszel, vice president of digital engineering products. Autodesk expanded the LUMA System to other areas of the company, including sales, marketing, finance and top leadership, and has ambitious plans to educate all 8,500 employees worldwide in the LUMA System.
Scope of engagement
We very intentionally decided to start a movement. We knew we had to focus on the bright spots, highlight some of our early successes and build this coalition of the willing. It has turned into a self-sustaining program now – it’s pretty incredible.
Amy Bunszel
Vice President of Digital Engineering Products, Autodesk
Results
Transition to a new business model and deepen customer engagement.
Autodesk has used the LUMA system to smoothly transition the company’s extensive product offering from perpetual seat licensing to the new cloud-based subscription approach — a transformation that has involved every part of the company. In addition, Autodesk product teams and customer success teams are using LUMA methods to expand client relationships in new ways — co-creating new products, envisioning different solutions, and helping clients use human-centered design to solve problems with their own customers. In 2016, 90 percent of Autodesk’s participatory research projects used LUMA methods collaboratively with customers, up from 50 percent not long ago. Autodesk clients love the new way of working, says Bunszel: “It deepens our relationship. They view us as a trusted partner instead of a vendor.”
Outcomes
Nearly doubled the amount of participatory research with customers
1,100 + employees trained worldwide
20 employees certified as LUMA instructors to build internal capability
In the news
The LUMA System is actually helping to change the trajectory of the company. It’s helping us make better decisions at all levels of the company, whether they’re small pivots on any given product or bigger choices we make with leadership of the company. It’s powerful stuff.
Rob Dickins
Chief of Staff, Product Development, Autodesk
Problem spotlight
Re-architecting AutoCAD for desktop, web and mobile computing
AutoCAD is a 30-year-old flagship product line used by architects, engineers and construction professionals worldwide to create precise drawings and plans for all types of projects. As part of Autodesk’s transition from desktop computing to cloud-based computing, the AutoCAD team needed to re-architect the software to serve desktop, web and mobile with the same exemplary performance, precision and quality that users require. To begin the project, they held a summit. A LUMA-certified Autodesk team member facilitated the sessions, leading the group through a series of LUMA methods to determine goals, establish priorities, and align on how to run the project. “This is a very technical, engineering-oriented problem that was facilitated using LUMA methods,” says Cook, who oversees the AutoCAD product line. “It’s one of the biggest projects we’re working on.” By mid-2016, the AutoCAD product line has achieved several re-architecture milestones while continuing to deliver top performance across desktop, web and mobile computing.
What LUMA did is they designed design thinking. … The way that these methods work, they really take everything but the best ideas off the table. It’s all meritocracy, and that’s a huge, huge win when you have so many hard problems to solve.
Joanna Cook
Senior Director of Experience Design and Digital Engineering, Autodesk
Start your story