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

In this session, panelists tackled nuanced challenges in enterprise user experience, especially where product purchasers differ from users. The first speaker emphasized understanding how a company makes money—such as using revenue per loan (RPL) metrics—and how this drives UX priorities. He observed a convergence in buyer and user expectations due to widespread mobile device use, which eases translation between stakeholders. Regarding maintaining design quality at scale, John and Bill described multilayered design reviews, including team and cross-functional sessions called power hours. They highlighted practices like pairing designers and involving usability engineers early to reduce risks. For uplifting UX across different business units, panelists recommended identifying strengths in mature teams (e.g., B2C), sharing those practices through cross-team collaboration and design jams, and securing senior executive allies to gain investment and attention. Ethical challenges discussed included balancing profit and social missions when serving financially underserved populations, complying with regulations like the Fair Lending Act, and designing AI experiences responsibly as Amazon’s Alexa team does by refusing advertising to children. Speakers stressed embedding legal counsel into design processes to navigate these issues. Finally, the discussion covered how to pitch delight in enterprise software used internally and highlighted strategies, such as champion programs that empower users to increase feature adoption and reduce churn, linking UX improvements directly to business impact.

Key Insights

  • Understanding a company's revenue model, like revenue per loan, helps align UX priorities with business outcomes.

  • The gap between buyers and users of enterprise software is narrowing as all stakeholders expect modern, mobile-grade experiences.

  • Scaling design quality requires multilayered reviews including team, design system, product, and executive levels.

  • Pairing designers with each other and usability engineers before stakeholder reviews reduces risks and improves quality.

  • Transferring mature UX practices from one business unit (e.g., B2C) to another (e.g., B2B) requires identifying strengths and fostering cross-team collaboration.

  • Securing senior executive allies who understand design can fast-track investment and attention to UX improvements.

  • Ethical design challenges arise when designing products for financially underserved users and regulated industries, requiring close collaboration with legal teams.

  • Embedding legal counsel into the design process transforms potential compliance blockers into advocates for better design.

  • Amazon’s Alexa team enforces strict ethical 'tenets' like no advertising to children to guide design decisions under pressure.

  • Creating internal product champions among end users helps increase feature adoption and reduce churn in enterprise contexts.

Notable Quotes

"You have to understand how the business actually makes money to align UX with it."

"There’s been a huge convergence 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 at the SVP level and see something for the first time."

"Show them, don’t tell them — involving stakeholders early builds skin in the game and helps control quality."

"Investment is attention: If the business funds you, it means they believe in what you do."

"Find your senior executive ally who understands design and go talk to them first — it works."

"Making your chief legal officer your best friend as a designer makes a lot of sense."

"We use Alexa’s personification for good, fun, and delight, but we don’t advertise, especially because there may be kids listening."

"The culture between buyer and user impacts feature adoption and overall satisfaction."

"Creating internal champions in client organizations helps improve adoption and reduces churn."

Ask the Rosenbot
Daniel Gloyd
Designing Warmth
2025 • Rosenfeld Community
Samuel Proulx
Designing for Disability, Innovating for Everyone
2025 • Advancing Research 2025
Gold
Kristin Skinner
Five Years of DesignOps
2021 • DesignOps Summit 2021
Gold
Dan Donald
Design Systems as a Vehicle for Systemic Change
2023 • DesignOps Community
Llewyn Paine
[Demo] Deploying AI doppelgangers to de-identify user research recordings
2024 • Designing with AI 2024
Gold
Roy Opata Olende
How Zapier Uses ‘All Hands Research’ to Increase Exposure to Users
2020 • Advancing Research Community
Louis Rosenfeld
Becoming a Civic Designer: Making the Move from Private to Public Sector
2022 • Civic Design 2022
Gold
Alberto Ferreira
Making it Count: Developing a custom digital metric framework that works
2021 • QuantQual Interest Group
Erika Kincaid
Connecting the Dots: How to Foster Collaboration and Build a Strong Design Review Culture
2022 • Design at Scale 2022
Gold
Theresa Neil
Designing for Wellness: Specializing in Healthcare
2024 • Rosenfeld Community
Amy Parness
Scaling Sustainability: Complementary strategies that drive long-term success
2025 • Climate UX Interest Group
Sam Proulx
Understanding Screen Readers on Mobile: How And Why to Learn from Native Users
2023 • Advancing Research 2023
Gold
John Mortimer
Panel Discussion
2024 • Advancing Service Design 2024
Gold
Chris Engledowl
A Mixed Method Approach to Validity to Help Build Trust
2023 • QuantQual Interest Group
Nathan Curtis
Discussion
2016 • Enterprise UX 2016
Gold
Liza Pemstein
Scaling Research Via an Ops First Model at Clever
2023 • Advancing Research 2023
Gold

More Videos

Marc Fonteijn

"We encourage one-to-one video calls to build rapport and feel comfortable reaching out for advice."

Marc Fonteijn Ru Butler

Increase your confidence, influence, and impact (through a Professional Community)

December 3, 2024

Victor M. Gonzalez

"Becoming a UX researcher is a process that will never end, not a fixed state you reach."

Victor M. Gonzalez

Practicing Learners and Learning Practitioners

March 10, 2021

Elana Chapman

"People with disabilities are very appreciative and willing to help us learn because they understand we may not understand their challenges."

Elana Chapman Li Wen Huang Divyen Sanganee Annabel Weiner

Getting started with accessibility research

February 20, 2025

Karen Pascoe

"If you have somebody on your team for three years, for five years, that’s amazing from a longevity perspective given enterprise legacy and complexity."

Karen Pascoe

Developing Experience Teams and Talent in the Enterprise

June 8, 2016

Dawn Ressel

"Find out what motivates your engineering partners and tie your project goals to that motivation."

Dawn Ressel

Full-Stack User Experiences: A Marriage of Design and Technology

June 9, 2016

Gretchen Anderson

"I see designers fall back on being the defender of the user like a union boss, but that’s not your only responsibility."

Gretchen Anderson

Scaling the Human Center

June 8, 2017

Mila Kuznetsova

"Sometimes with kids, you just have to get artifactual data or creative outputs because they can’t always articulate."

Mila Kuznetsova Lucy Denton

How Lessons Learned from Our Youngest Users Can Help Us Evolve our Practices

March 9, 2022

Sam Proulx

"Accessibility is a process, not a project."

Sam Proulx

Accessibility: An Opportunity to Innovate

November 16, 2022

Nathan Curtis

"Embedding design from the system into product code without using system code leads to irregular quality and durability issues."

Nathan Curtis

Design Systems for Us: How Many One-Source(s)-of-Truth Are Enough?

January 17, 2019