Transforming Perceptions: Making UX a Core Business Focus

This is a remote presentation. It will be streamed live to the Motif and Virtual venues.

I come from a sales background in a fiercely competitive and fast-paced Big Tech environment, where every action and decision was met with the question, “”What is the value of that?”” If you weren’t getting closer to hitting your target, you were wasting your time. I understand that sales can be a dirty word among UX professionals, but I believe we are at a critical moment where we must also ask, “”What is the value?”” This question is essential because it aligns with what businesses are interested in, especially during these challenging economic times.

In my transition from sales and marketing to app development and then to UX research, I realised that creating a product involves more than just innovative technology; it centres on the users and their experiences. This understanding ignited my passion for UX, as I recognised it as a fundamental component in delivering meaningful experiences. However, many tech-heavy organisations still see UX as just a design tweak rather than a vital business driver.

In this session, I’ll share practical approaches I’ve used to challenge this mindset and transform UX into a key player in our business strategy.

You can expect to explore:

• Effective Integration: Strategies for incorporating UX tools like user journeys and personas into business processes.
• Demonstrating Value: Methods for showcasing UX’s impact through KPIs, ROI.
• Practical Insights: Real-world examples of how our UX efforts led to meaningful business outcomes.