The Wicked Craft of Enterprise UX
Summary
In this talk, Uday addresses the challenge of integrating craft into enterprise UX, a field often riddled with ambiguity, complexity, and competing perspectives. He contrasts traditional craftsmanship—focused on creating beautiful, final products—with a new concept called the 'facilitative anchor,' which uses craft as a collaborative tool to enable dialogue across departments such as sales, engineering, and marketing. Through three personal stories—from a reactive UI cleanup at Citrix, to interpretive work with CEO Mark Templeton, and a collaborative startup environment—Uday illustrates how crafted artifacts like diagrams, prototypes, and storyboards help clarify complex problems, surface hidden assumptions, and drive decision-making. He emphasizes that these artifacts are often temporary and designed to provoke conversation and alignment rather than serve as polished final products. Uday also highlights the importance of empowering a maker culture that fosters teamwork and shared ownership in enterprise projects, ultimately bringing craft’s dignity, care, and utility into challenging enterprise contexts.
Key Insights
-
•
Craft in enterprise UX must evolve from making beautiful final objects to serving as a facilitative anchor for teamwork and dialogue.
-
•
Enterprise UX is inherently wicked—full of ambiguity, legacy constraints, and competing stakeholder needs.
-
•
Temporary, quick, and rough crafted artifacts like diagrams and prototypes are powerful for sparking debate and clarifying assumptions.
-
•
Traditional craftsmanship and aesthetic refinement still matter in enterprise to instill trust, reliability, and perceived value.
-
•
Collaborative participation of diverse stakeholders transforms adversaries into allies aligned on shared goals.
-
•
Craft helps navigate political complexities and conflicting opinions by making implicit ideas tangible and discussable.
-
•
Designers can role model effective collaboration and drive decision-making by using crafted artifacts to unpack complexity.
-
•
Working closely with executives and founders through interpretive craft enables translating abstract visions into tangible concepts.
-
•
Enterprise UX success depends on cultivating a maker culture where everyone feels empowered to contribute and shape the product.
-
•
Achieving high-quality enterprise products requires balancing the messy process of exploration with the discipline of refinement.
Notable Quotes
"Craft is not just about a beautiful final object, but a facilitative anchor that enables productive teamwork across departments."
"Nobody wants to buy or use a sloppy product, especially when enterprise users rely on the apps for 8 to 10 hours a day."
"That seven-foot-wide diagram was our product, not just the cleaned-up UI screens—this artifact triggered a whole new conversation."
"Working with Mark Templeton was like Dancing with the CEO to translate fuzzy executive ideas into tangible designs."
"These crafted artifacts are quick, dirty, and temporary—they last just long enough to fuel the conversation and decisions."
"The facilitator’s role is to surface implicit assumptions and dependencies hidden in people’s minds or buried in lengthy specs."
"Enterprise UX is fraught with ambiguity, complexity, and a lot of people who may be skeptical, cynical, or apathetic."
"In the wickedness of enterprise UX, craft keeps you grounded amidst competing perspectives and political eddies."
"We need everyone to roll up their sleeves and be a part of the creative process to spark innovation and even delight."
"It’s about empowering a maker culture where the collective ‘we’ accomplishes something far beyond what any individual imagined."
Or choose a question:
More Videos
"It’s up to designers to be the antidote, to articulate all these changes as one movement."
Erin HauberDesign is Not the Frosting on the Scaled Agile Layer Cake
October 24, 2019
"Being badass means being vulnerable, standing up, being brave, and being true to yourself."
Megan KiersteadYou Are a Badass at UX: Overcoming Imposter Syndrome
March 10, 2021
"Working at Uber requires grit."
Maggie DieringerCreating Consistency Through Constant Change
January 8, 2024
"Maps stop you from getting lost in legacy complexity and keep everyone aligned on what’s important."
Meaghan Waters Fotina KoutropoulousLack of Product Thinking will Doom Your Legacy Modernization
June 9, 2021
"Segmentation isn’t owned by market or user research anymore; it’s becoming data-driven and integrated across disciplines."
Jemma AhmedBringing together market and user research
October 17, 2019
"Knowledge management solutions must focus on both the explicit knowledge that can be documented and the tacit knowledge that resides in people’s experiences."
Maria TaylorKnowledge is Power: Managing the Lifeblood of the Design Org
October 3, 2023
"If you falsely think you are having the same experience as a native user, you become afraid of accessibility and say it's impossible."
Sam ProulxUnderstanding Screen Readers on Mobile: How And Why to Learn from Native Users
June 6, 2023
"We introduced 'go-to' people, like account managers, responsible for particular business areas to maintain relationships."
Catherine BlizzardUsing Integrated Insight to Drive Growth
March 10, 2022
"I hadn’t realized that we were both going to need that advice."
Randolph Duke IIWar Stories LIVE! Randy Duke II
March 30, 2020
