Summary
In his talk, Bob Baxley reflects on his 30-year journey in Silicon Valley, coinciding with his birthday. He shares insights on the growth of enterprise user experience design and how design has earned a place at the organizational table, albeit not always comfortably. Drawing from his experiences at design-centric companies like Apple and Pinterest, he emphasizes that being design-led does not mean a company is necessarily led by design principles. Baxley calls for a shift in mindset among leaders to push design thinking across the organization and build effective partnerships internally. He introduces the first theme of the conference, highlighting upcoming talks that offer frameworks for collaboration and case studies that demonstrate practical applications. This event aims to equip attendees with necessary skills to advance their careers, enhance their teams, and ultimately improve society through thoughtful design.
Key Insights
-
•
Design has gained a seat at the leadership table, though it may not be comfortable.
-
•
The importance of fostering a design mindset throughout the entire organization.
-
•
Design-led companies can still lack effective design leadership.
-
•
Building relationships with internal partners is crucial for design leaders.
-
•
Skills in collaboration and partnership are essential for improving user experience.
-
•
The revolution in enterprise user experience design reflects a broader evolution in the tech industry.
-
•
Transforming the mindset of organizations can lead to better societal outcomes.
-
•
The intersection of design and business can enhance overall company success.
-
•
Being intentional about design can influence all areas of a company, not just the design department.
-
•
The conference aims to blend theory with practical case studies to aid in understanding design collaboration.
Notable Quotes
"That birthday anniversary got me thinking about my three decades here."
"Design led does not need design led."
"Our job as leaders is about transforming the entire company."
"Building relationships with our internal partners may well be the highest leverage aspect of our jobs."
"A society in a world that's designed is better than one that's simply built."
"It’s going to take a lot more than just a bunch of designers to do that."
More Videos
"We help organizations build relationships with their audiences just like people do."
Noz UrbinaRapid AI-powered UX (RAUX): A framework for empowering human designers
May 1, 2025
"This is a lesson in a different kind of improvisation than what I usually do."
Jim KalbachJazz Improvisation as a Model for Team Collaboration
June 4, 2019
"Talking to the people that I work with about the experience of doing their job in order to improve their job experience is probably the most overlooked skill set that we have."
Holly ColeUnderstanding Experiences: When you have to do more than work
November 8, 2018
"All the rules defined for the header apply, ensuring consistency throughout our design."
Jack BeharHow to Build Prototypes that Behave like an End-Product
December 6, 2022
"We are still a community, and we are obligated to treat each other with kindness and respect."
Bria AlexanderOpening Remarks
October 3, 2023
"Organizations must build a culture of safe experimentation and reward curiosity."
Erika FlowersAI-Readiness: Preparing NASA for a Data-Driven, Agile Future
June 10, 2025
"Teachers need actionable insights, not just raw data."
Kristin SkinnerFive Years of DesignOps
September 29, 2021
"How can a group of people come together and spontaneously create something that is legendary?"
Jim KalbachJazz Improvisation as a Model for Team Collaboration
November 6, 2017
"Not everyone needs to be a designer; people can be design thinkers."
Surya VankaUnleashing Swarm Creativity to Solve Enterprise Challenges
June 10, 2021
