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 often matters more than design quality because a usable product that ships is better than a perfect design that never reaches users.
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Traditional UX ROI discussions focus too much on reducing failure rather than driving delight and premium willingness to pay.
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Delight is critical in UX, as studies show it accounts for about 75% of customer satisfaction metrics like NPS.
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Users will pay a premium for simpler, more delightful experiences even if the core functionality is the same.
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Historical examples like Motorola’s brick phone show that consumers have paid vast premiums for unique user experiences.
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The Service Profit Chain model proves that a 5% increase in experience quality can yield 25-85% increase in profitability.
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Southwest Airlines maintained profitability for 24 years by focusing on experience quality despite low market share.
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Business frameworks like the Dynamic Capabilities (T-S) model can be adapted to assess and strategize UX investments.
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Aligning UX strategy directly with business goals and speaking the language of investors unlocks significant funding.
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Investors are more interested in the vision and potential growth from UX investments (the dream) than in fixing current problems.
Notable Quotes
"If we’re going to design something and it can’t be the most simple and delightful experience, but at least minimally usable, then I will take that to get it in users’ hands."
"Talking about UX ROI as reducing failure is like opening a new restaurant and saying please come because we won’t make you sick."
"Users prefer the simpler and more delightful design even without usability testing."
"Southwest Airlines focused on quality of experience and recorded 24 straight years of profitability despite never dominating market share."
"A 5% increase in quality experience resulted in a 25 to 85% increase in profitability across industries."
"Strategy always before tactics. You cannot succeed without a clear strategic framework."
"Investors invest in the dream, not in the fix."
"We have to learn to speak in the language of the business to get their attention and investment."
"When I pitched the investment plan, CFOs and board members nodded because it was expressed in their language."
"If you think about things this way, that’s when you actually become the CEO of the experience."
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