Summary
Building on his seminal Enterprise UX 2016 keynote, Greg Petroff will revisit the meta-trends facing the product development community, and their implications for User Experience practitioners.
Key Insights
-
•
Seven years ago, AI and IoT were emerging but hadn’t yet deeply impacted UX as they do now.
-
•
New societal factors like climate change, political polarization, and pandemic-driven complexity are now critical design considerations.
-
•
The shift to cloud-based, subscription business models demands UX focus on outcomes rather than output or feature count.
-
•
Contextual systems that deliver relevant, location- and situation-aware insights are becoming a key UX strategy.
-
•
The boundaries between design, engineering, and product management are blurring, enabled by tools like Figma and low-code platforms.
-
•
Deep domain knowledge increases UX impact but can also introduce biases that teams must acknowledge and address.
-
•
Focusing on top workflows and outcomes can dramatically reduce unnecessary features and align teams for faster delivery.
-
•
AI is becoming an essential collaborator, augmenting knowledge acquisition, prototyping, and user research rather than replacing humans.
-
•
UX professionals must become cultural change agents advocating for new ways of working and mindset shifts within organizations.
-
•
Strong interpersonal relationships across design, product, and engineering teams are crucial to successfully driving change.
Notable Quotes
"Design matters and it’s maturely important to solving the problems that we face, as a culture and as organizations."
"The arrival of real AI feels like an earthquake going on in enterprise software."
"The best experiences recognize who we are, where we are, and what we’re trying to accomplish in the moment."
"Systems of assets or context-based systems are becoming more and more relevant to delivering value."
"No one really understood the new ingredients of the tech stack back in 2016, but it’s getting better."
"Outcome magicians focus on the impact of what we build, not just the number of features delivered."
"We have to be cultural change agents because people fall back on the old ways if we don’t push for growth and new processes."
"English is becoming the new coding language, with AI-assisted engineering changing how we build."
"In many organizations, design is still not hierarchically at the right level to be seen as equal partners."
"Take your cross-functional partners out to lunch — be in relationship, and you can share the possibility of change."
Or choose a question:
More Videos
"If design didn’t move the needle, we wouldn’t be having this conversation."
Standardizing Product Merits for Leaders, Designers, and Everyone
June 15, 2018
"You can mine metadata from your platform to spot emerging patterns and commoditize new components."
Simon WardleyMaps and Topographical Intelligence (Videoconference)
January 31, 2019
"There’s a gap between intentions and impact; humility is needed to close it."
Sandra CamachoCreating More Bias-Proof Designs
January 22, 2025
"We’re all capable of creating and perpetuating toxic work relationships."
Darian DavisLessons from a Toxic Work Relationship
January 8, 2024
"After each interview, I input the transcript into ChatGPT and ask for three key takeaways that I can quickly share with stakeholders."
Fisayo Osilaja[Demo] The AI edge: From researcher to strategist
June 4, 2024
"How do you create a sense of craft in an environment fraught with ambiguity, complexity, and anxiety?"
Uday GajendarThe Wicked Craft of Enterprise UX
May 13, 2015
"Service blueprints would have helped business units understand backend impacts and responsibilities."
Davis Neable Guy SegalHow to Drive a Design Project When you Don’t Have a Design Team
June 10, 2021
"People felt designs were self-evident and too much explanation was a barrier to using the patterns."
Eniola OluwoleLessons From the DesignOps Journey of the World's Largest Travel Site
October 24, 2019
"The operational glue that binds strategy, execution, and measurement in design is often missing, and that’s critical for scaling."
Aurobinda Pradhan Shashank DeshpandeIntroduction to Collaborative DesignOps using Cubyts
September 9, 2022
