Business Philosophy

The reality is that 80% or more of the work design teams do is tactical. However, the last 20% ensures the UX team delivers 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 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 (whether Agile or parallel development).

A big part of the UX role today and going forward is facilitating collaborative design and design thinking across the company. The "Big D" Designer, who comes out of design school with guns blazing can no longer gain traction. Becoming a great designer means being able to design, and to facilitate.