This project, led by Shell Experience Design (EXD), focuses on improving the product discovery journey for Service Design & User Research teams. Building on a 2023 EXD maturity survey, it addressed gaps in design understanding, inconsistent research practices, and resource constraints to strengthen design maturity and position design as a strategic driver in Shell’s digital transformation and energy transition. Using a mixed method approach, secondary research analyzed leading frameworks, ROI models, and industry case studies, while primary research included in-depth interviews with EXD practitioners. Findings revealed four barriers: organizational culture, process challenges, perception & ROI issues, and infrastructure limitations. To tackle these, the Shell Research & Service Design Hub (RSH) was proposed a centralized digital resource consolidating methods, case studies, templates, and documentation. Complementary strategies include stakeholder education, ROI scorecards, governance councils, and ResearchOps foundations, providing EXD with both immediate solutions and long term support for advancing design maturity.