Information technology management company ServiceNow Inc. already has a strong reputation for delivering enterprise-class capabilities, and now it’s trying to win over more customers by delivering greater aesthetic value as well. To that end, company has just acquired a design studio called Telepathy to help transform its user interface and experience knowhow.

ServiceNow said it’s buying San Diego-based Telepathy because it intends to transform itself into a more design-oriented company. In a blog post Friday, ServiceNow Chief Product Officer CJ Desai said the acquisition gives the company access to “an amazing design team that dramatically enhances our commitment to delivering great design and consumer-like experiences in our products and ServiceNow platform.”

With the move, it’s clear that ServiceNow recognizes that it needs to deliver more than just good features if it’s to expand its total addressable market, a goal it laid out during its Knowledge17 event in Orlando, Florida, in August. ServiceNow understands its features must be provided in a way that appeals to end users, from both a design and ease-of-use perspective.

These sentiments were echoed by Telepathy founder Chuck Loganecker in a second blog post, where he said both companies shared the belief that there’s a need for good design. He also expressed his excitement about taking his design principles to the next level.

“We would get to use the Telepathy Design Method and spread design culture within a 6,000-person company to impact 25,000,000 users as an internal design agency,” Loganecker wrote. “Our entire experience design toolset would be put into play including service and organization design to impact the way ServiceNow works, UX research and design to make the product suite more intuitive and Digital/Physical/AR/Voice to plan for the future of product interactions.”

ServiceNow said it plans to integrate Telepathy’s staff into its design experience and product development teams. These teams will then try to create new experiences for customers based on their specific workflows and the goals they’re trying to accomplish.

Founded in 2001, Telepathy previously worked with high-profile firms such as hotelier outfit Marriott International and Swiss-based healthcare provider F. Hoffmann-La Roche AG.

The financial terms of the deal were not disclosed.

Image: ServiceNow