Transforming to a Vision

“The transformation brought a new corporate identity that helped to put members at the heart of this union's work.”

The unique challenge

As an established and long-standing organisation, a Trade Union client retained many of its traditional structures and ways of working. 

To better adapt to the needs of its modern members, the organisation went through the first business transformation in its history.

Above all, the transformation brought a new corporate identity that put members at the heart of its work.

To support the transformation, United Outcomes deployed subject matter expertise in Organisational Design, Change and Communications as well Transformation Management.

Tools & thinking

The team developed a transformation framework, which outlined the key priorities and the activities needed to deliver against them. The framework was referred to throughout to keep activity focussed.

Beyond the transformation design, United Outcomes also focussed on supporting:

  • Transformation Management Office. To enable the transformation’s 50 projects to deliver successfully, United Outcomes defined and implemented fit-for-purpose governance structures, reporting mechanisms as well as risk management processes. It also delivered a new Project Management methodology, standards and training to embed best practice throughout the transformation.
  • Organisational Design. Driven by the need for heightened effectiveness, United Outcomes supported the design of the overall organisational structure to deliver the new target operating model. This was supported by the roll out of updates role profiles, corporate values and behavioural competencies. The team also delivered employee consultation, redeployment and new hire processes to enable the transformation.
  • Change and Communications. United Outcomes delivered a communications framework, plan and templates to keep staff engaged on all aspects of the transformation agenda, in particular the new organisational design as well as the organisation’s new identity, values and behaviours. The communications ensured staff felt engaged and could join in on the transformational journey.
  • Strategy & Insight. United Outcomes also worked to help different organisational functions work together when rolling out new products, for example, or developing new policies. Functions typically worked in silos, but by setting up new integration processes and communicating the benefits of teamwork, we enabled the teams to support each other beyond the transformation.

United Outcomes also delivered a charter for change, which enabled staff to understand how to embed the transformation through tools, leadership and performance measures. The charter for change helped staff to hold each other accountable for transformation activities.

As this was the first business transformation in the organisation’s history, it was necessary to keep stakeholders engaged and updated on progress. To enable this, United Outcomes developed a “transformation postcard” that allowed staff to communicate and report progress quickly and efficiently.


With subject matter expertise from United Outcomes, the transformation achieved its objective of putting members first. The organisational design was rolled out in support of the new Target Operating Model, while the central transformation management office delivered the necessary rigour and oversight to ensure success. The quality of communication and engagement maintained staff buy-in and led to high levels of satisfaction across the transformation.