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
"Constraints during ideation sessions help avoid endlessly blue-sky thinking and keep ideas focused."
Billy CarlsonIdeation tips for Product Managers
December 6, 2022
"Mobile screens can be angled and positioned easily, which helps if you struggle with glare or neck positioning."
Sam ProulxMobile Accessibility: Why Moving Accessibility Beyond the Desktop is Critical in a Mobile-first World
November 17, 2022
"Be a human first. I should have been a human first and a designer second."
Dan WillisEnterprise Storytelling Sessions
May 13, 2015
"I worked through a volunteer task force of 15 people across the company to drive radical design collaboration."
Michael PolivkaScaling Design through Relationship Maps
November 7, 2017
"Trying to map all possible connotations and context in language is mind-bogglingly computationally expensive."
Karen McGrane Jeff EatonAI for Information Architects: Are the robots coming for our jobs?
November 21, 2024
"One researcher per team for at least three days a week was considered an outrageous luxury at GDS in 2013."
Leisa ReicheltOpening Keynote: Operating in Context
November 7, 2018
"Clear and consistent communication really keeps design leadership accountable and promotes transparency via knowledge sharing."
Kim Holt Emma Wylds Pearl Koppenhaver Maisee XiongA Salesforce Panel Discussion on Values-Driven DesignOps
September 8, 2022
"Listening with tactical empathy means understanding the full emotional journey during times of change."
Jacqui Frey Alison RandSetting the Table for Dynamic Change
October 24, 2019
"We have to learn to speak in the language of the business to get their attention and investment."
How to Identify and Increase your "Experience Quotient"
June 15, 2018
