Anja Saabye, Head of UX and Product Design, Universal Robots Let's change the world! - How to do that in a great way? Well, let's work with robots, not like robots. That means be customer-driven and centralize UX and Product Design in the whole organzation, so that insights and great design can form the future. Come and learn how robots can be co-bots, and what this can do to the future experience. Robots and automation are the future for many companies, but how can we create a great experience that will make employees love the robots?

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The future of
Experience Design
Anja Saabye
Spring 2023

2. © 2022 Universal Robots A/S. All Rights Reserved.
Anja Saabye
• Head of UX and Product Design in
Universal Robots 2020– now.
• Previous E-commerce, Advertising
and consulting
• 20+ years in leadership
• 3 kids – Sofus, Theodor and Elliot
• Loves SKI, WATERSPORTS, RUNNING,
Architecture and Danish Design
• Live in Denmark

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Who is Universal
Robots?
And why Universal Robots? The cobot arm

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UR Company overview
-
100,00
200,00
300,00
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
Revenue Trend (M$)
2005
Founded in
Denmark
40-50%
of the cobot
market
Partners in the
UR ecosystem
50,000+
cobots sold
Teradyne Inc.
Part of
900+
employees
20+
offices
1,100+

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Universal Robots
Family
UR3e UR5e UR16e UR10e UR20
Payload: 3 kg
6.6 lbs
5 kg
11 lbs
16 kg
35.3 lbs
12.5 kg
27.5 lbs
20 kg
44.1 lbs
Reach: 500 mm
19.7 in
850 mm
33.5 in
900 mm
35.4 in
1300 mm
51.2 in
1750 mm
68.9 in
Weight: 11.2 kg
24.7 lbs
20.6 kg
45.4 lbs
33.1 kg
73 lbs
33.5 kg
73.9 lbs
64 kg
141.1 lbs
Footprint: Ø 128 mm Ø 149 mm Ø 190 mm Ø 190 mm Ø 245 mm

6. We want to create a world
where people work with
robots,
not like robots
OUR PURPOSE:

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What does it mean??
• Automize all repetitive tasks that is dirty, dull and dangerous
Spent LESS time on simple tasks that can be
automated.... and MORE time being creative,
thinking of ideas, solving challenges, and
collaborating

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WHY?
- Lets look at the future work
generations

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The change in population age from 2021 to 2050 means a
huge change in our user’s behaviour
Country #People 65-84 years #People 85+ years
USA + 37% + 186%
DENMARK + 17% + 162%
UK + 37% + 145%
CHINA + 100% + 401%
GERMANY + 14% + 147%
JAPAN - 1% + 61%
We will all live longer and work longer
There will be more ”old people”
• We will have to work smarter – not harder

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Trendhunter Jeremy
Gutsche – what will
happen post-
pandemic?

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Source: mccrindle.com.au

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So lets design products that does
not only cover a functional need but
also provides a unique user
experience

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How???
Include the user in product
discovery

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WHY IS GOOD UX
IMPORTANT IN DESIGN?
When you have to design a solution for users,
you have to study their behaviour.
The only thing you can be sure of, is that users do
not know what they want. So you have to ask the right
questions in order to understand what they want.You
have to use intelligence and human understanding.
FUN FACT:
The pushbutton telephone sets has been used
40 trillion times
By choosing the fast solution instead of the preferred
The world has saved 1 billion man years
Source: NN Group

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Imagine what a HUGE
difference UR can make
in the world with the
right UX…!

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But remember the user does not
know their future needs – we need
to help them here
How do we work in UR?

17. UX & Design
Vision
Make everybody fall in love with our
brand company, product and solution
Create the amazing design like Apple,
give the unique user experience like
Tesla and
be Universal like Universal Robots
Anja Saabye
Head of UX & Product Design

18. UX & Design
Mission
We want to lower the barrier to
automation, by focusing on the
user:
• in our design
• in every touchpoint
• in our UR experience
• in the use of our product and
services
by designing for, with and to the user

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Universal Robots Design Philosophy
• Our Story
• The design values in the company
• Aesthetics and materials
• Approachable and innovative
• A foundation for design
And we also have an Experience Philosophy

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Design
Research
Interaction
Design
Visual
Design
Areas of Expertise
Future Trends

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Future
trends

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Future trends
Sustainability
Make the footprint obvious by creating transparancy about
sustainability aspects
“Go beyound compliance” and add sustainability to innovation
Bring down legacy and digital storage
Social responsibility
– do not build in mechanism to make the user stay longer, if the
users do not get a profit from this
Make sure not to misuse our users time and effort for the good of
the product stakeholders
AI
Make the right content
Ensure the great user experience

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Design
System

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Universal Robots Design System
Color Palette
Type Scale
Spacing & Sizing
Icons / Assets
Voice &Tone
Design Language
Motion / Animation
Buttons
Input fields
Cards
Accordions
Menus
UI Components
Tabs
Guidelines &
Patterns
Do’s and Dont’s
Design Principles
Accessibility

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Research
System

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Collecting Understanding Communicating
• User Testing Tool
• Research
Repository
• Customer
Insights
• Behavioral
Archetypes
• Customer
Journey Map
• The UR
Experience Map

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Behavioural
Archetypes

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What is Behavioural
Archetypes
• Tailor our business goals towards
serving them better
• Better understanding of different
mental models, assumptions
and exceptions.
• Considering all archetypes when
designing a solution
Who does what, how do they do it, and why?

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Customer
Journey

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Universal Robots
Customer Journey Map
• A customer journey map is a visual storyline of
every engagement and interaction our customer has with
our service, brand or product.
• In a single illustration, the journey map aims to capture the
entire customer experience.
• They help us gain a deep understanding of our customers and act as a
bridge between business and buyers.
Exploration Purchase Post-Purchase Deployment
Post-
Deployment
Awareness
Repeat
Visits
• Draw your customer journey
• Identify the friction
• Smoothen the customer
experience
- And remember to keep som
friction, so you still have some
touchpoints with your user
- A touchpoint is a possibility to
give a better user experience
and sell more

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I believe that in the future world
where basic needs are covered and
people buy experiences, they will
prioritize great customer
experiences over greed for
satisfying different shareholders –
that is why we as Uxers have a
great responsibility to advocate for
the users and design for, with and
to the user in a sustainable way.
- Let’s change the world!
Invite: You are more
than welcome to
connect on Linkedin -
also to ask questions
or write comments