Summary
Even in enterprises with mature design practices, true design execution requires UX leaders to speak and understand the language of business—finance and strategy—and to communicate the impact that superior experiences have on overall business strategy. This talk will demonstrate how models and concepts used by leading management consulting firms help enterprises develop successful design-driven strategies that increase customer value and adoption.
Key Insights
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Design execution is more crucial than design quality alone for getting products shipped and used.
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Traditional UX ROI focuses too much on reducing failure rather than creating delight and business value.
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Delight in UX significantly contributes to customer loyalty, which drives higher willingness to pay.
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Harvard's service profit chain model proves that a small increase in customer experience quality can greatly boost profitability.
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Investors care more about the 'dream' and future growth enabled by UX than just fixing current problems.
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Aligning UX strategy directly with business strategy and using quantitative business tools facilitates securing investment.
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Using strategic models like the dynamic capabilities framework helps assess UX team capabilities and gaps in business terms.
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A high User Experience Quotient (UXQ) means customers are less price sensitive and more willing to pay premium.
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Speaking the language of business (using financial and strategic terms) is essential for UX leaders to influence executives.
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Scaling a UX team with the right skill mix is vital, especially in complex, compliance-driven enterprise software contexts.
Notable Quotes
"Design execution is actually the key thing over design quality for ensuring UX gets built and shipped."
"You wouldn’t open a restaurant and attract customers by promising not to make them sick — so why talk about UX ROI only in terms of reducing failure?"
"A 5% increase in the quality of the experience leads to a 25 to 85% increase in profitability."
"Investors invest in the dream, not the fix."
"Better experiences lead to higher profits, not more market share."
"If you focus on increasing UX quality, customers start to ignore price altogether."
"We have to learn to speak in the language of the business."
"UX professionals need to become CEOs of the experience."
"Delighted users become loyal customers, which is the holy grail of UX."
"Pitching the dream excites executives; talking about fixes loses them."
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