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
"This work is totally within the wheelhouse of designers and product managers—it’s just thinking through systems with numbers."
Giff ConstableFinancial fluency for product leaders: AMA with Giff Constable
April 11, 2024
"We saw a 2.5 times increase in active monthly users and a 1.5 times increase in purchases attributed to the AI assistant."
Kritika YadavOptimizing AI Conversations: A Case Study on Personalized Shopping Assistance Frameworks
June 10, 2025
"Meetings tell us what kind of conversations we are having and what kind of conversations we are not having."
Alla WeinbergHow to Build and Scale Team Safety
January 8, 2024
"We have too many privacy lawyers and not enough consumer lawyers, which clouds enforcement priorities."
Harry Brignull Mark Leiser Robert StribleyBeyond Clicks and Tricks: Why deceptive design has grown into a regulatory faultline
January 16, 2026
"Companies with high corporate design maturity perform better financially and have happier employees."
Kit UngerTheme 2: Introduction
June 10, 2021
"If you don’t have the time and organizational support, don’t do it because you only set a precedent of failure."
Sofia QuinteroBeyond Tools: The Messy Business of Implementing Research Repositories
March 10, 2022
"Calling it Lean UX might have limited its impact because people think UX is just for 'those people'."
Jeff GothelfThe Intersection of Lean and Design
January 10, 2019
"Relationship is the new currency."
Kit Unger Lada GorlenkoTheme 3 Intro
June 10, 2022
"Handwritten notes have no boot up time, and that immediacy helps enter deeper flow states."
Jorge ArangoThe Best of Both Worlds: How to Integrate Paper and Digital Notes (1st of 3 seminars)
April 5, 2024
