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
"Collaboration is key. I'm never alone in a Peloton class, even at 4:30 in the morning."
Reginé GilbertAsking the Right Questions: Life, Hope and Moving Forward During the Pandemic
June 10, 2022
"If you hire by portfolio visual impact, industry experience, and price alone, you’re probably making the wrong choice."
Melinda BelcherInsider preview of Enterprise Experience 2020
May 28, 2020
"Don’t start with the tools, start with the people."
Claire DhooscheCoordinating chaos: Preventing workflow fragmentation when everyone accelerates with AI
June 9, 2026
"Someone who thinks a study will run perfectly every time probably isn’t very experienced or realistic."
Steve Portigal Susan Simon-Daniels Tamara Hale Randolph Duke IIWar Stories LIVE! Q&A-Discussion
March 30, 2020
"Our subway lines are tool functions, and stations are where single-function tools live."
JP Allen Holly HoldenNavigating the UX Tools Landscape
October 1, 2021
"Starting small with local meetups or internal talks helps you test and improve your material before bigger stages."
Louis Rosenfeld Jemma Ahmed Christian Crumlish Uday Gajendar Chris GeisonCoffee with Lou #3: What Makes for a Successful UX Conference Presentation?
May 2, 2024
"Accessibility and research are part of our org, not just consultants, which makes a huge difference in quality."
Luca RagerEmpowering Gaming at Scale: How Xbox Builds Powerful, Automated, and Distributed Design Systems with Sketch
September 30, 2021
"WMBE is a certification that requires paperwork but helps bring more diversity to contracting."
Emily LessardRFPs Without Tears: Writing Inclusive RFPS that Don't Scare Away Talent
December 9, 2021
"After redesign, the bank’s application ease of use improved, task success went up, and time on task dropped by a full minute."
Dana Bishop2022: The Year UX Demonstrates its Business Impact
March 11, 2022
