Rosenverse
INVEST: Discussion

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
Anna Avrekh
Diversity In and For Design: Building Conscious Diversity in Design and Research
2021 • Design at Scale 2021
Gold
Jen Cardello
Curating insight: Strategies for integrating knowledge across research functions
2025 • Advancing Research 2025
Gold
Michelle Morrison
Practice What You Preach
2024 • DesignOps Summit 2020
Gold
Tricia Wang
Spatial Collapse: Designing for Emergent Culture
2024 • Enterprise Experience 2020
Gold
Surya Vanka
Unleashing Swarm Creativity to Solve Enterprise Challenges
2021 • Design at Scale 2021
Gold
Molly Fargotstein
Multipurpose Communication & UX Research Marketing
2019 • DesignOps Community
Bram Wessel
Enterprise Information Architecture
2020 • Enterprise Community
Amy Parness
Scaling Sustainability: Complementary strategies that drive long-term success
2025 • Climate UX Interest Group
Holly Cole
Understanding Experiences: When you have to do more than work
2018 • DesignOps Summit 2018
Gold
Farid Sabitov
Theme Four Intro
2022 • DesignOps Summit 2022
Gold
Kristin Sundermeyer
Design Ops Metrics
2021 • DesignOps Summit 2021
Gold
Christian Rohrer
Insight Types That Influence Enterprise Decision Makers
2015 • Enterprise UX 2015
Gold
Dana Bishop
2022: The Year UX Demonstrates its Business Impact
2022 • Advancing Research 2022
Gold
Abby Covert
Stuck? Diagrams Help
2022 • DesignOps Community
Mitchell Bernstein
Organizing Chaos: How IBM is Defining Design Systems with Sketch for an Ever-Changing AI Landscape
2021 • DesignOps Summit 2021
Gold
Daniel Korczynski
Why AI Is Bad at Research (and how to make it actually useful)
2026 • Advancing Research 2026
Gold

More Videos

Husani Oakley

"Ideas that get sold without knowing how they work or how they’re made reflect a cultural problem in the team."

Husani Oakley

Bias Towards Action: Building Teams that Build Work

June 14, 2018

Bob Baxley

"Design is problem-solving, and part of the problem is the environment in which you’re trying to work."

Bob Baxley

Leading with Design Operations Past and Present

December 19, 2019

Adrian Howard

"Believe people’s lived experiences. Actually listen to what people tell us and believe them."

Adrian Howard

Sturgeon’s Biases

September 25, 2024

Bria Alexander

"The theme is clarity. But really I’m gonna say the theme is you — the 613 people from all over the planet."

Bria Alexander Louis Rosenfeld

Welcome

September 8, 2022

Sam Proulx

"Mobile screens have forced designers to create simplified interfaces without reducing features."

Sam Proulx

Mobile Accessibility and You

June 9, 2022

Etienne Fang

"Sharing enables lots of great things to happen—it’s better than being locked in silos."

Etienne Fang

Power of Insights: Why sharing is better than silos with Uber’s Insights Platform

December 16, 2019

Melissa Tsang

"Tracking hours of collaboration wasn’t intended, but became a powerful secondary KPI showing cost savings."

Melissa Tsang

From Insights to Action: Driving Business Values through DesignOps

January 8, 2024

Leisa Reichelt

"Empathy walls emerged at DTA because teams needed a visceral way to bring stories back from the field."

Leisa Reichelt

Opening Keynote: Operating in Context

November 7, 2018

B. Pagels-Minor

"Netflix said I could be me every day, but then they released content that deeply hurt people on my team."

B. Pagels-Minor

Breaking the Tension: The Power of Enabling Your Employees to Show Up Authentically

June 10, 2022