Theme 4: Intro
Summary
In this keynote, Bob Baxley shares a personal milestone marking 30 years since his move to Silicon Valley and his journey in tech design. He contrasts the early days when design conferences were small, to today’s global scale and growing recognition of UX in enterprises. Bob discusses the evolution from designers merely seeking a seat at the table to now having a tangible, though sometimes uncomfortable, place in organizational conversations. Drawing on experiences at companies like Apple and Pinterest, he challenges the notion of 'design-led' companies, noting that leadership’s true role is not just managing design teams but embedding a design mindset company-wide. He underscores the importance of forging strong relationships with internal partners as a highest-leverage activity for design leaders. Bob introduces the conference theme, centered on collaboration and partnership for transformation, and sets the stage for upcoming talks by Abby, Silas, and Cheryl, which balance theoretical frameworks with real-world case studies. Ultimately, he makes a compelling argument that advancing design thinking throughout organizations is vital not only for business success but also to promote better-designed, more thoughtful societies.
Key Insights
-
•
Enterprise UX design has grown from a niche practice to a global discipline over 30 years.
-
•
Design now has a definite seat at the corporate table, though it may still be somewhat marginal.
-
•
Effective design leadership involves transforming company culture, not just managing design teams.
-
•
Being 'design-led' is more about mindset integration than formal titles or structures.
-
•
Building strong relationships with internal partners is the highest-leverage action for design leaders.
-
•
Conferences on UX design have scaled from single minivan gatherings to worldwide participation.
-
•
Design skills are essential not just for companies but for promoting positive societal change.
-
•
Frameworks that guide partnership strategies help apply design mindsets effectively in organizations.
-
•
Combining theory with case studies provides a comprehensive understanding of design’s role.
-
•
The growth of UX reflects broader shifts toward human-centered approaches in enterprise technology.
Notable Quotes
"If you told me about a conference like this 30 years ago, you could have gotten all the participants in the backseat of a minivan."
"Design definitely has a seat at the table. It may not be the most comfortable seat, but it is there."
"Design-led does not need design-led—meaning leadership should push design mindset beyond just the design function."
"Our job as leaders is not just running the design function, but transforming the entire company culture."
"Building relationships with our internal partners may well be the highest leverage aspect of our jobs."
"A society that is designed is better than one that is simply built."
"We need more than just designers to transform society; it requires a broader mindset shift."
"The theme today, 'better together,' focuses on partnering with others to transform."
"We’re moving from wanting to see the table to having an actual place at it."
"Design skills help promote and improve society at large, not just careers or companies."
Or choose a question:
More Videos
"Tech workers in the UK are five times more depressed than the UK average, with stress killing creativity."
Dr. Karl JeffriesThe Science of Creativity for DesignOps
January 8, 2024
"I never want to walk into a review with my stakeholders at the SVP level and see something for the first time."
Amy MarquezINVEST: Discussion
June 15, 2018
"The weakest insight method might win simply because of the relationship to the power structure."
Steve Portigal Chris Chapo Kelly Goto Christian RohrerDiscussion
May 13, 2015
"Involving designers early in the process is crucial to avoid the 'fast-food' model where they feel like order takers."
Alicia MootyDesign Staffing Models
September 30, 2021
"Puppetry lets you communicate like, I don’t like what you said, how come you said that to me."
Ana Maria Montero Barrantes Aditi Dhar Michelle Kaplan Nate Osborne Matt LaurenceThe Authentic UX Talent Show
January 8, 2024
"If your users are happy, that anecdotal feedback often carries more weight early than quantitative metrics."
Lada Gorlenko Sharbani Dhar Sébastien Malo Rob Mitzel Ivana Ng Michal Anne RogondinoTheme 1: Discussion
January 8, 2024
"Choosing a research repository is a big battle in your organization; the right decisions can really help you succeed."
Sofia QuinteroThe Product Philosophy Behind EnjoyHQ
March 10, 2021
"If you think innovation can happen without buy-in from the CEO, I would love to see that; I have not seen it work."
Laura KleinUnique challenges of innovation in enterprises
April 23, 2020
"Without Jim, what we're going to see today would have been a lot worse."
Andrew MichaelBuilding a Product Insights Team
March 10, 2022
Latest Books All books
Dig deeper with the Rosenbot
How do product risk categories like feasibility, viability, desirability, and usability relate to research method choice?
How did Abraham Maslow’s Theory Z influence newer UX frameworks focused on self-transcendence?
What modifications did Julia Lighty add to Tomer Sharon’s original research framework?