Driving Business Transformation at Equinor

Shifting the Business from product- to User focused Mindset

As a consultant for Equinor through Bouvet ASA, I led a business transformation initiative to shift focus from product-centric to user-centric strategies. By facilitating workshops, improving team collaboration, and implementing a new business strategy emphasizing psychological safety, the project fostered innovation and strengthened organizational alignment.

Year
2023

Client
Equinor

The Opportunity
Transforming Equinor’s approach from Product-driven to user-focused strategies.

Equinor, a leading global energy company, faced challenges in adapting its operational focus to better meet user needs and improve team synergy.

Industry: Energy and Technology.

Challenge: Transition from a product-oriented mindset to a user-centric strategy to enhance innovation and employee engagement.

Key Objectives: Foster collaboration, improve product understanding, and create a psychologically safe work environment.

Marianne has a mindset that has made an impact on how we convey internal information in our key operation areas»

– Christos. Becker, Head of Data & Advanced Analytics, Equinor

The Solution
Facilitating collaboration and implementing user-centric frameworks.

I employed a structured approach to address the challenge:

Needs Assessment: Conducted interviews and stakeholder analysis to identify pain points in product development and team dynamics.

Workshops: Designed and facilitated interactive workshops to align teams, improve product understanding, and establish a shared vision.

Strategic Framework: Developed and implemented a business strategy prioritizing psychological safety, empowering teams to collaborate more effectively and innovate.

Information Platform: Established and developed a new information portal aimed at improving communication and streamlining the flow of information across the project.

Ongoing Support: Provided continuous feedback and iterative improvements to ensure the strategy was embedded in daily operations.

The Impact
Enhanced team alignment, innovation, and user satisfaction.

The initiative delivered tangible improvements for Equinor:

Cultural Shift: Teams transitioned to a user-centric approach, resulting in better alignment with end-user needs.

Team Performance: Improved collaboration across departments, leading to increased efficiency in product development cycles.

Employee Well-being: Enhanced psychological safety contributed to higher employee engagement and satisfaction.

Feedback Culture: Established a culture of constructive feedback, creating systematic channels for developers and end-users to share insights, fostering continuous improvement and stronger collaboration.

  • Marianne has been an important contributor to Equinor’s digitalization journey in Marketing. She has a mindset that has made an impact on how we convey internal information in our key operation areas. In addition, Marianne has created value for stakeholders and business users across the organization, challenging old practices while bringing new ideas and solutions. She is a solid professional communicator who quickly creates trust in others. I would highly recommend her to anyone who is open to bringing the human aspect and Design-thinking into a company.

    Christos Becker, Head of Data & Advanced Analytics, Equinor

  • Working with Marianne at Equinor was like adding a spark of creative brilliance to the team. She has this uncanny ability to shake up the norm, helping to see things from completely new perspectives. Whether it was introducing “high-low bungalow” moments to break up the monotony or finding innovative ways to tackle challenges, Marianne brought a breath of fresh air to the project. Her free-spirited energy and outside-the-box thinking was contagious, inspiring the team to be more open-minded and adventurous in our approach. What stood out most was her natural ability to lighten the spirit of the group—transforming even the most routine tasks into opportunities for connection and creativity. Mariannes’s blend of originality, positivity, and a genuine commitment to the team made a meaningful difference not only to the success of the project but to the experience of working together. I wholeheartedly recommend her to anyone looking for a collaborator who can think differently, inspire others, and make the journey as enjoyable as the destination.

    Alexander Leirvåg, Lead AI Engineer, Equinor

  • Marianne er en av de mest engasjerende personene jeg har jobbet med. Hun kombinerer en genuin interesse for mennesker med en sterk faglig kompetanse om hvordan skape brukervennlige produkter. Dette gjør henne til en super ressurs. Hun skaper en kultur av samarbeid og glede som løfter alle rundt seg

    Robin Koien, Agile Coach, Equinor

  • Marianne with her enthusiasm and inexhaustible source of ideas brought creative and inspiring energy to the project. She encouraged our teams to try new approaches and to be open-minded in searching for solutions. With focus on teamwork and collaboration, she introduced a few practices to reach common vision, improve communication and form supporting culture at the project. Her caring and engaging approach inspires for curiosity and willingness to try something new - even for those who are not used to it.

    Maira Mikhaylova, Team lead, Equinor

  • Ville bare sende en tusen takk for kjempebra innsats i forberedelse, gjennomføring og evaluering av samlingen med Equinor i forrige uke! Kjempebra opplegg med Design Thinking workshop, den var veldig godt mottatt av alle deltagerne! Veldig bra måten du også jobber med onboarding av de nye i Data Office, samt jobber inn mot Delivery office!

    Anne Britt Fure, Delivery Lead, Bouvet/Equinor

Reflection
Key Learnings and Insights

This project highlighted the critical role of psychological safety in fostering innovation and collaboration within complex organizational structures. It also reinforced the value of structured facilitation and iterative development when driving business transformation. By introducing a design thinking mindset and framework, I facilitated a powerful shift from a product-centric to a user-focused approach, demonstrating how empathy-driven problem-solving can unlock new opportunities and drive meaningful change.

Memorable Moments

At an event I helped organize, I even managed to secure Equinor’s “secret” Snickers cake recipe from the Chef— a lighthearted yet meaningful moment that fostered connection and team spirit.

Feel free to give it a try yourself!

Are you ready to transform your business from product-centric to user-focused? Let’s work together to develop strategies that drive innovation and deliver meaningful results.

Contact me