GE OIL & GAS & BAKER HUGHES MERGER

AI-Driven UX Transformation for a Unified Future

Background

In July 2017, GE Oil & Gas merged with Baker Hughes, creating a powerhouse in the petroleum industry. This merger brought together two giants with complementary strengths in equipment, drilling services, and technology solutions. However, the integration posed significant challenges, including operational inefficiencies, overlapping processes, and the need to deliver a seamless experience for both employees and customers.

The Challenge

The newly formed entity faced the monumental task of:

• Streamlining operations across two massive organizations.

• Integrating diverse product offerings and service capabilities.

• Delivering a unified, customer-centric experience in a highly competitive market.

• Leveraging technology to drive innovation and operational efficiency.

The Solution: AI-Enhanced UX Design

Emil led the charge in transforming the merger into an opportunity for innovation by combining User-Centered Design (UCD) principles with Artificial Intelligence (AI). The goal was to create a seamless, intelligent, and future-ready organization.

AI-Driven UX Process

1. AI-Powered UX Research & Analysis

Objective: Uncover deep insights into employee and customer needs, pain points, and behaviors.
Approach:

• Deployed AI-driven analytics tools to analyze vast amounts of data from both companies, including customer feedback, product performance, and market trends.

• Used Natural Language Processing (NLP) to process employee surveys and customer reviews, identifying common themes and sentiment trends.

• Conducted predictive analytics to forecast future challenges and opportunities post-merger.
  Outcome: A comprehensive understanding of user needs and actionable insights to guide the integration strategy.

2. AI-Enhanced Design Thinking Workshops

Objective: Foster innovation and collaboration across teams using AI-powered tools.
Approach:

• Facilitated AI-assisted design thinking workshops with cross-functional teams from both organizations.

• Used AI-generated personas and empathy maps to help teams visualize user needs and pain points.

• Leveraged AI brainstorming tools to generate creative solutions for operational challenges.
  Outcome: A roadmap of innovative, user-centered solutions for streamlining operations and enhancing customer value.

3. Intelligent Prototyping & Testing

Objective: Validate solutions through rapid prototyping and AI-driven testing.
Approach:

• Developed AI-powered prototypes of new processes, tools, and interfaces.

• Used machine learning algorithms to simulate user interactions and predict usability issues.

• Conducted AI-assisted usability testing with internal stakeholders and customers, gathering real-time feedback for iterative improvements.
  Outcome: Refined, user-approved solutions that were both innovative and practical.

4. AI-Optimized Implementation & Continuous Improvement

Objective: Roll out solutions and ensure ongoing success through AI-driven monitoring.
Approach:

• Implemented AI-integrated systems to automate workflows, reduce redundancies, and enhance collaboration.

• Deployed AI chatbots to assist employees with onboarding and training, ensuring a smooth transition.

• Established AI-powered dashboards to track KPIs, monitor user satisfaction, and identify areas for improvement.
  Outcome: A fully integrated, AI-optimized organization that delivers exceptional value to customers and employees alike.

Key AI Technologies Used

• Natural Language Processing (NLP): For analyzing feedback and improving communication.

• Predictive Analytics: To forecast trends and optimize decision-making.

• Machine Learning (ML): For prototyping, testing, and personalizing user experiences.

• AI Chatbots: To streamline employee training and customer support.

• AI Dashboards: For real-time monitoring and continuous improvement.

Benefits of the AI-Driven UX Transformation

• Operational Efficiency: AI streamlined workflows, reduced redundancies, and optimized resource allocation.

• Enhanced Collaboration: AI tools fostered better communication and teamwork across teams.

• Personalized Experiences: AI enabled tailored solutions for both employees and customers, improving satisfaction and loyalty.

• Future-Ready Organization: The integration of AI positioned the merged entity as an innovator in the petroleum industry.

Conclusion

By combining User-Centered Design with Artificial Intelligence, Emil transformed the GE Oil & Gas and Baker Hughes merger into a model of innovation and efficiency. This use case demonstrates how AI can amplify the impact of UX design, creating intelligent, user-focused solutions that drive business success.

Why This Matters

This project showcases Emil’s ability to:

• Leverage AI technology to solve complex business challenges.

• Apply UX design principles to create meaningful, user-centered experiences.

• Lead cross-functional teams through transformative change.