Business Philosophy

The purpose of a UX team is to deliver strategic design value. Such teams provide a competitive advantage with innovative designs that that solve unmet user needs. By partnering with the business, they help introduce new market opportunities.

The most innovative companies in 2006 show a 10x increase in margin, higher revenue, and higher stock prices.

UX leaders need to hire and retain the best talent and create an environment that facilitates strategic design and innovation. Honestly, few leaders can truly accomplish strategic design. It requires understanding, influencing, and aligning to business priorities. In part, this requires giving an equal voice to UX, and following a process that supports both quality and rapid iteration.