Support 300+ Mergers into 1 Company: UX as the Glue in Global Transformation

Rudy Bortolini

Palmsalen 15:40-16:00

Design

Challenge: Managing UX at scale across multiple acquired companies and brands is unrealistic. Each acquisition brings its own identity, UX approach, and user needs. Instead of enforcing uniformity, UX must focus on solving brand- and vertical-specific challenges to ensure meaningful impact.

To address this, we established global UX focus areas for consistency with local flexibility, mapped customer journeys to identify key pain points, and implemented a gold/silver/bronze adoption framework to scale UX effectively across brands.

Rather than enforcing uniform UX, we focus on targeted interventions that balance structure and adaptability to drive real business impact.

About the speaker

Rudy Bortolini is the Head of Global UX at ASSA ABLOY, leading a team that drives UX strategy, design systems, and research across global digital products. With a strong background in user experience, digital accessibility, and design leadership, he focuses on enhancing efficiency, consistency, and innovation in digital design.

Rudy collaborates closely with branding, IT, and product teams to bridge UX with business impact, ensuring seamless and scalable design solutions.