Summary
UX practitioners often overlook the fact that UX terms do not naturally translate into business contexts, particularly when high-stakes decision-making and unclear communication become barriers. In this session, Shan Shen will highlight instances where UX terms consistently hinder collective problem-solving between UX and product teams.
Key Insights
-
•
Unclear or unstable UX terminology creates costly misalignment and confusion in product teams.
-
•
Translating UX concepts into simple business language helps earn trust and a seat at the decision-making table.
-
•
Distinguishing UI polish from usability improvements linguistically prevents mismatched priorities.
-
•
Card sorting as a research method often requires translation into everyday language for business stakeholders.
-
•
A two-phase approach—testing visual decluttering followed by customer needs alignment—can demonstrate UX value effectively.
-
•
Reducing actionable buttons from six to two while improving information representation increased conversion by 10%.
-
•
Insisting on standard UX terms such as 'tree test' avoids confusion and sets clear team responsibilities.
-
•
Balancing adherence to standard UX language with flexible translation fosters better cross-disciplinary collaboration.
-
•
Designers should learn and speak business language, but also educate product teams on key UX terminology.
-
•
Documenting terminology translations in glossaries or living docs supports onboarding and evolving language consistency.
Notable Quotes
"Not knowing what something is called or what a newly inflated word means introduces confusion and causes people to talk across purposes."
"Translation is key to earn the seat at the table."
"The phrase card sort may not require translation itself, but the activity it represents certainly does."
"Reducing buttons from six to two and including peripheral information facilitated buying and editing while increasing conversion by 10%."
"We prioritize to code switch to clarify value and relevance using language as a tool for meaningful activities."
"Sometimes you have to insist on the correct terms that are widely recognized and consistently used."
"A tree test focuses on intuitive navigation while a prototype aims for the desired modality of an end solution."
"You want to be strict in what you emit but liberal in what you accept, to be clear and precise but also give some grace."
"Speaking fluent language that translates into business discussions forces us to think and speak like a business owner as well as a designer."
"Start small, try to learn as you go, and set realistic expectations to avoid being humbled when things go live."
Or choose a question:
More Videos
"We built a career path to make evaluations as fair and consistent as possible across roles."
Ignacio MartinezFair and Effective Designer Evaluation
September 25, 2024
"Never collect data that doesn’t specifically address your research question."
Amelia ColeData-Prompted Interviews
December 17, 2021
"2020 was challenging but joyful; it was a place where people could be authentic and talk about burnout and attrition."
Kristin SkinnerTheme 1 Intro
September 29, 2021
"If you don’t know what should go in a specific area, it is really powerful to leave it as a question mark."
Billy CarlsonTips to Utilize Wireframes to Tell an Effective Product Story
June 6, 2023
"Self-definition in virtual representation is crucial so players can control how they are portrayed, avoiding stereotypes."
Yolanda RankinBlack Feminist Epistemology as a Critical Framework for Equitable Design
March 11, 2021
"We must rethink team structures and career paths to support more pluralistic ways of sharing and learning."
Eduardo OrtizTheme 3 Intro
March 13, 2025
"Sending real physical thank you cards across silos surprises people and builds empathy and openness beyond what technology can do."
Toby HaugDiscussion
June 9, 2017
"Critiques help teams stop being the lone ranger and instead iterate faster together with purpose and clarity."
Joseph MeersmanSweating the Pixel: Scaling Quality through Critique
June 10, 2021
"There’s two variables in impact: the number of people I’m touching and what impact I’m having on them."
Bob BaxleyLeading with Design Operations Past and Present
December 19, 2019
