How to use 5 UX design thinking methods to unlock better employee engagement

11 February 2025 / Neil Pendrey

Studies show that 60% of employees feel their company’s internal communication isn’t effective, leading to disengagement and frustration. In the modern workplace, internal communications are no longer just about sending company-wide emails or sharing updates. It’s about creating meaningful, engaging, and user-friendly interactions with employees.

This is where Design Thinking comes in. What makes this methodology so powerful is its ability to continuously refine how you engage with your team and ensure your messages truly resonate with employees. Embracing design thinking helps you better understand needs, foster collaboration, and create more impactful communication strategies.

In this article, we’ll take a closer look at how adopting a design-driven approach can enhance employee engagement and strengthen the culture you’re working hard to build.

What is Design Thinking?
At its core, Design Thinking is a problem-solving framework that prioritises understanding the end user’s needs. The concept originated from engineering, but has expanded into a general practice that can be applied in a variety of fields – from product design, marketing, customer service & support to e-commerce, fintech, healthcare, hospitality, etc.

It follows 5 key stages:

• Empathise – deeply understanding the user.
• Define – identifying the core problems.
• Ideate – brainstorming potential solutions.
• Prototype – creating small-scale models of solutions.
• Test – trying solutions and iterating based on feedback.

When applied to internal communications, this user-centric approach means understanding employees’ communication preferences and frustrations before crafting messages or introducing new platforms. Instead of relying on a one-size-fits-all strategy, UX Design Thinking encourages personalised and user-driven solutions.

Why UX matters in internal comms
Have you ever noticed that all your home appliances have started to look the same? The controls are always in the same place; microwaves always have doors that open on the side; most kettles have a switch on the handle…

It’s the same with digital solutions. Most major websites have profiles at the top right, logos at the top left, and contact information in the footer.

This isn’t accidental.

UX (User Experience) focuses on how users interact with a product, service, or system. In internal communications, UX helps ensure that messages are clear, accessible, and engaging for employees.

Why does this matter? Because ineffective internal communications often lead to confusion, low engagement, and frustration.
For example, consider the impact of sending out an important company announcement via a single email that half the team overlooks. A UX-driven approach would involve understanding how employees prefer to receive information, using multiple channels and simplifying the message.

When employees find communication easy to engage with, they’re more likely to be informed, involved, and motivated. By using design thinking, leaders can better understand their teams, leading to more personalised, effective communication strategies that build trust and engagement.

How to use 5 UX Design Thinking methods to enhance your internal comms

#1 Empathy – deeply understanding your employees.
Empathy is foundational in both UX design and internal communications. By putting yourself in the shoes of your employees, you can gain a deeper understanding of their needs, challenges, and preferences. Understanding your team’s unique motivations and experiences allows you to create more meaningful connections and tailor communications to their needs.

Actionable tip:
Conduct regular check-ins with employees to understand their challenges and preferences. Use surveys, one-on-ones, or focus groups to gather feedback, and listen attentively. This approach will help you design communication strategies that truly resonate with your team.

HubSpot’s ‘Pulse surveys’: As a leading software company, HubSpot conducts frequent pulse surveys and open feedback sessions to keep a real-time sense of employee satisfaction and challenges. Leadership uses this feedback to make meaningful adjustments and build trust.

#2 Define – identifying core communication challenges.
In the context of internal communications, this means identifying the key barriers or gaps that are hindering effective communication within your organisation. Is it unclear messaging? Are the channels not aligned with employee preferences? Understanding the root causes will help you focus on solving the right problems.

Actionable tip:
Take a step back and assess your current communication strategies. Look for patterns in employee feedback to pinpoint where communication may be underperforming. Next, establish clear objectives for improving communication, whether it’s clarity, frequency, or ensuring alignment with the right channels.

Asana’s goal tracking system:
A work management company, Asana uses its own project management platform to set clear communication goals and track progress in real time, ensuring transparency and alignment across teams.

#3 Ideate – brainstorming potential solutions.
Once you’ve identified the core issues, it’s time to brainstorm potential solutions. This stage encourages creative thinking and collaboration to come up with new and innovative ways to engage employees. When it comes to internal comms, ideation can involve exploring new channels, improving message clarity, or introducing more interactive communication methods.

Actionable tip:
Host brainstorming sessions with your team to come up with fresh ideas for improving communication. Consider experimenting with new tools or platforms, such as internal social networks, newsletters, or video updates, to increase engagement.

Salesforce’s ‘Recognition board’:
A global leader in customer relationship management (CRM) software, Salesforce has a digital recognition board that allows employees to celebrate each other’s achievements in real-time. This initiative enhances communication and keeps morale high across the organisation.

#4 Prototype – creating small-scale models of solutions.
Prototyping involves testing out your ideas on a smaller scale before full implementation. In internal comms, this could mean running a pilot campaign, testing a new communication channel, or sending a message through different formats to see what works best. Prototyping allows you to refine your ideas and make adjustments before scaling them up.

Actionable tip:
Test new communication strategies in a specific team or department before rolling them out company-wide. Collect feedback from employees on the effectiveness of the new approach and make improvements based on their responses.

Deloitte’s performance coaching model:
Deloitte implemented a performance coaching model, replacing traditional performance reviews with ongoing, development-focused check-ins. This shift was tested with selected teams and refined before being expanded company-wide.

#5 Test – iterating based on feedback.
Finally, testing involves gathering feedback on your communication solutions and iterating based on that feedback. Effective communication is a continuous process, and what works today might need to be adjusted tomorrow. By regularly testing your strategies and refining them based on employee input, you create an adaptable and responsive internal communication system.

Actionable tip:
Set up regular feedback loops to assess the impact of your communication strategies. Encourage employees to share their thoughts on what’s working and what needs improvement and make changes accordingly.

Google’s ‘20% Time’:
Google’s famous ‘20% Time’ allows employees to work on projects outside their core responsibilities. This policy encourages continuous learning and innovation, which extends to how the company communicates with its employees, always iterating on what resonates best.

Adopting UX Design Thinking for internal communications has the power to redefine how organisations engage with their teams, transforming everyday exchanges into meaningful connections. By placing empathy at the forefront and genuinely understanding employees’ needs, businesses can create strategies that inspire, connect, and foster a stronger sense of belonging. Continual refinement based on feedback ensures these strategies stay relevant and impactful. More than a methodology, it is a smart investment in the future success and resilience of any organisation.