Feature-centric agile teams can drive massive progress in digital modernization. The thing is: as effective as function-based teams may be, they risk operating in silos — and losing sight of the user’s overall experience in the process. When that happens, the benefits of digital modernization can go right out the window as disjointed UX eats away at brand, reputation, sales and transformation adoption.

Designers and developers looking to close these gaps and streamline cross-team collaboration should consider integrating journey mapping as a key dot-connector. Bringing people together around a shared, holistic view of the user journey can generate the kind of UX that fosters retention, loyalty and a competitive edge.

Silos crop up when we lose sight of end-to-end collaboration

The path to silos is paved with good intentions. Large projects — think digital transformation, a shift to ecommerce or a major modernization effort — require large teams with clear ownership over specific aspects of UX. Leaders are often tech oriented, tending to organize agile teams by logical breakdowns so they can work towards specific functional objectives.

For example, teams that are created by feature rather than by experience can lead to obstacles. A large modernization group might be broken down into sub-teams, each focused on one aspect of the web or mobile app. This leaves agile teams wondering how they fit back into the user journey.

User profile teams, payment teams, registration teams, service teams… the longer the list, the greater the chance for disconnects along the way. Siloed agile teams may fall into the trap of focusing on individual minimum viable products (MVP) without realizing the need to link up with another group.

Let’s say a service team needs to develop a way to onboard users through the user profile and payment setup functions. Creating that functionality without collaborating with the folks working on those other aspects can fracture design and end-user experience. Project MVPs may go live with cumbersome user onboarding journeys that leave users or stakeholders underwhelmed.

While the demo stage traditionally offers up a chance to gain additional clarity, waiting until this point to dig into the overlap between functional areas can impact project timelines or leave people rushing to wedge extra tasks into the process.

What’s more: there’s no second chance to make a first impression. A UX gotcha’ moment can generate reputational damage or social media backlash that impacts top- and bottom-line results.

Create a cohesive, end-to-end workflow that mirrors a seamless user journey

When UX is built around the user, MVPs feel natural, organic and effective. This builds brand, supports user retention and creates repeat customers. When a digital experience lines up really well to user expectations and realities, that interaction can increase customer satisfaction, improve product quality, reduce development costs and spark additional cross-functional alignment to carry into future projects.

So, how can teams dismantle silos and reframe ways of working to support better outcomes? We recommend prioritizing three leading practices to create a better way of working and tap into these benefits now:

1. Reframe project management through a big-picture lens. Project managers have a unique role to play in pulling people out of their silos and considering the overarching view. In digital modernization, UX can play a pivotal part in project management overall. Making UX the glue that connects disparate, agile teams can be a step in the right direction. These folks are closest to the nuances that will set UX apart in the eyes of end users. Enable them to share that insight with developers so they can provide context at every stage of the project.

2. Embrace user journey mapping as a linchpin to progress. User journey maps must be repositioned as living, breathing documents to be revisited time and time again. Introduce user journey maps to all teams, and then come together regularly to share updates and flow insights out to all teams to help dismantle silos. User journey maps then become a guiding vision of the holistic user journey that folks can contextualize at their team-level user journey maps, communicate at the centre, and use to initiate questions, foster conversation and inform collaborative next steps.

3. Be consistent across every development stage. Practice makes progress. Ensuring cross-team user journey mapping happens early helps preclude silos before they form. But UX designers from all function-based teams must review and maintain that cross-service experience often throughout the entire process. From project initiation and planning and research and analysis right through to design and development, you must bring everyone together consistently for this new way of working to stick. These touchstones reduce the risk of siloed experiences while continually putting the user’s ultimate journey front and centre.

What’s the bottom line?

Better UX drives better business results. Getting there starts with a connected development experience. Empowering UX to drive that integration and support seamless collaboration prevents silos from forming and fuels better results.