The purpose of this project has been to examine ways in which to increase adoption of a digital employee-facing tool by involving its users in the implementation. This was achieved by examining innovation, adoption and the existing theories around those, looked at through the lens of the company context and corporate challenges. The current implementation process and user involvement were examined, allowing for a comparison of the literature and reality. Studied innovation and adoption theories include the UTAUT model, growth hacking and ADKAR, amongst others. This research revealed that relevance of an innovation to its target group is one of the most important adoption determinants, as well as its ease of use. A combined model is introduced that shows the application of user-centeredness to increase adoption. Considering the existing implementation process includes an agile feedback loop that is focused on cultivating ease of use, a focus on expanding that user involvement is chosen. Expanding it into the decision-making level on the business side of the application’s development creates opportunities to make the decisions more user-centered, causing a trickle-down effect. The design goal is reformulated as “Increasing adoption by representing user input (aided by growth hacking strategies) in the prioritization process for A2H, to help the airline achieve their goal of making operations more efficient and customer-centric through digitalization.” Focusing on this prioritization process revealed some areas for improvement regarding the current way of working, as well as a need for more evidence to support decisions. Intersecting this opportunity with the user involvement goal of the project led to the development of a framework that allows for the collection of direct user input to provide evidence for decision-making. Additionally, studies and interviews were conducted to establish whether user input in the prioritization session would yield different results than the current way of working, and it was found to have influence on the decisions made. This framework, the ‘User Value Framework’, was established using insights from contextmapping, observations and interviews. It includes an intervention that supports the process of collecting user input to be used in the prioritization session. It is presented as part of a strategy to increase UX maturity in the company and move toward more explorative research and user-driven business. To achieve this, it includes a validation and expansion strategy over the long term to accommodate in-between proof of value of user-centeredness. Additionally, recommendations are made for the different levels of UX maturity beyond the presented intervention, resulting from the observations and research results.