Rosenverse

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

INVEST: Discussion
Gold
Friday, June 15, 2018 • Enterprise Experience 2018
Share the love for this talk
INVEST: Discussion
Speakers: Amy Marquez
Link:

Summary

During the session, several UX and product leaders addressed complex challenges in enterprise user experience, particularly when the purchaser is different from the end user. One speaker shared how their company uses revenue-per-loan as a metric to connect UX improvements with business outcomes, emphasizing the need to understand how the business makes money and who the decision makers are. Another discussed multi-tiered design reviews and the importance of involving the entire cross-functional team, including legal and customer success, to ensure quality and compliance. The panelists gave practical tips on uplifting UX maturity between different business units, such as B2C and B2B sides, by leveraging existing strengths and fostering collaboration through shared design activities. Ethical issues were raised especially around financial inclusion and compliance with laws like the Fair Lending Act. Notably, involving legal counsel as an advocate early in the design process was seen as a key enabler. The discussion concluded with insights on promoting delight and UX quality in enterprise tools used by employees who may be compelled users, highlighting the value of understanding organizational culture and empowering internal champions for product adoption. Throughout, speakers such as Darrell, John, Bill, and others shared their experiences from companies like PayPal and Amazon, illustrating how aligning design with business goals and engaging stakeholders early fosters better user experiences and builds willingness to pay or adopt.

Key Insights

  • Understanding the company's revenue model (e.g., revenue-per-loan) is crucial to align UX efforts with business goals.

  • Buyer and user roles in enterprise often differ, but mobile ubiquity is narrowing user expectations and driving convergence in experience needs.

  • Scaling design reviews requires multi-layered approaches including individual team critiques, design system reviews, and executive-level customer experience bar raisers.

  • Cross-functional collaboration involving legal, product, design, engineering, and customer success improves design quality and compliance adherence.

  • Creating product principles jointly across roles helps align teams on what defines quality and consistency, even under tight deadlines.

  • Pairing designers for peer reviews and including usability engineers early reduces risks and improves design readiness before stakeholder presentations.

  • To uplift UX in less mature business units, start by identifying strengths in more mature teams and experiment with transferring those practices.

  • Finding senior executive allies who understand and champion design can accelerate investment and attention for UX initiatives.

  • Involving legal counsel in design early turns them into advocates, especially when dealing with regulations like the Fair Lending Act.

  • Championing delight in enterprise tools used by forced users requires demonstrating adoption links to recurring revenue and leveraging internal champions among end users.

Notable Quotes

"You have to understand how your company actually makes money."

"There’s been a convergence over the last years because everybody’s got a mobile device now and expects a certain kind of experience."

"I never want to walk into a review with my stakeholders and see something for the first time."

"Showing instead of telling really sparks people’s interest and often leads engineers to fix problems even on weekends."

"Product principles are minimal but help us say, oh, this is meeting that or not meeting that."

"Pair designers so they review each other's work to reduce risk before going to stakeholders."

"Investment is attention. If the business funds you, they believe in what you’re doing."

"Find your senior executive ally who understands design, tell them what you need, then inform your boss afterward."

"The person in the company most concerned about ethical stuff can often be the lawyer."

"Don’t advertise to kids. That’s a belief we stick to even when it’s uncomfortable."

Ask the Rosenbot
Emily Lessard
RFPs Without Tears: Writing Inclusive RFPS that Don't Scare Away Talent
2021 • Civic Design 2021
Gold
Megan Clegg
Space for Everyone: Reframing Accessibility Through a Wider Lens
2021 • Design at Scale 2021
Gold
Angelos Arnis
State of DesignOps: Learnings from the 2021 Global Report
2021 • DesignOps Summit 2021
Gold
Shahrzad Samadzadeh
What Is My Value? Two Takes and Some Mistakes
2024 • Enterprise Experience 2020
Gold
Sam Proulx
Online Shopping: Designing an Accessible Experience
2023 • Advancing Research 2023
Gold
Dr. Karl Jeffries
The Science of Creativity for DesignOps
2024 • DesignOps Summit 2020
Gold
Yasmine Khan
Checking Bias and Listening to Financially Vulnerable Americans
2020 • Advancing Research 2020
Gold
Eniola Oluwole
Lessons From the DesignOps Journey of the World's Largest Travel Site
2019 • DesignOps Summit 2019
Gold
Dan Willis
Filling the Void
2018 • DesignOps Summit 2018
Gold
Etienne Fang
The Power of Care: From Human-Centered Research to Humanity-Centered Leadership
2021 • Advancing Research 2021
Gold
Melinda Belcher
Bridging the Gap: Making the Most of the Differences Between Agency and Enterprise
2024 • Enterprise Experience 2020
Gold
Dan Willis
Enterprise Storytelling Sessions
2019 • Enterprise Experience 2019
Gold
Tricia Wang
The most popular design thinking strategy is BS (Videoconference)
2022 • Enterprise Community
Kevin Bethune
Reimagining Design: Unlocking Strategic Innovation
2022 • Design at Scale 2022
Gold
Shazia Ali
Communication: Innovative techniques for making your voice heard [Advancing Research Community Workshop Series]
2024 • Advancing Research Community
Peter Merholz
The Trials and Tribulations of Directors of UX (Videoconference)
2023 • Enterprise Community

More Videos

"When teams lose a sense of agency, they act strange, cutting corners and racing to get something out the door."

Standardizing Product Merits for Leaders, Designers, and Everyone

June 15, 2018

Simon Wardley

"The only people who can effectively map a space are those who work and understand that space intimately."

Simon Wardley

Maps and Topographical Intelligence (Videoconference)

January 31, 2019

Sandra Camacho

"Designing for the dominant default ignores people whose identities are marginalized or excluded."

Sandra Camacho

Creating More Bias-Proof Designs

January 22, 2025

Darian Davis

"I felt on edge around Jeff and physically depleted after our interactions."

Darian Davis

Lessons from a Toxic Work Relationship

January 8, 2024

Fisayo Osilaja

"Using ChatGPT allowed me to elevate from a researcher to a strategist by increasing my visibility and trust in the company."

Fisayo Osilaja

[Demo] The AI edge: From researcher to strategist

June 4, 2024

Uday Gajendar

"There is a common thread in craft: dignity, purpose, utility, and beauty."

Uday Gajendar

The Wicked Craft of Enterprise UX

May 13, 2015

Davis Neable

"Consistency over business unit efficiency was a design principle to ensure unified interface and language."

Davis Neable Guy Segal

How to Drive a Design Project When you Don’t Have a Design Team

June 10, 2021

Eniola Oluwole

"People were very adverse to changes because a small 0.5% conversion increase meant millions in revenue."

Eniola Oluwole

Lessons From the DesignOps Journey of the World's Largest Travel Site

October 24, 2019

Aurobinda Pradhan

"Most of us in design are very process-oriented, but traditional devops tools are task and issue-centric, making collaboration hard."

Aurobinda Pradhan Shashank Deshpande

Introduction to Collaborative DesignOps using Cubyts

September 9, 2022