Fri, 3:45 - 4:30 pm

Talk
Intersections and Boundaries of Strategic Design and UX

  • #Product Design
  • #Strategy
45 min
Mindspace Mark as favorite

Let’s discuss the future of strategy and user experience (UX): Strategy is becoming more fluid, like software that needs constant upgrading. UX as we know it is becoming a commodity. For many years we designed primarily static experiences with a limited set of tools. Today a (UX) designer uses an average of 40 tools during a project. This hyper-efficiency is amplified by the development of plugins and extensions. At some point, it will be the machines making pretty, screen based UIs.
Today, teams rapidly design, prototype, test, and iterate before shipping to customers. Where is UX design heading, now that we seem to have more time for thinking on our hands? Every smart designer has already implemented strategic thinking in her work, having a clear process in mind, going from business goals to information architecture to content development, through to testing, iteration and the many levels after that. Now we need to need to focus on what matters: Designers need to put transformation at the heart of everything they do.
This talk will focus on the transformation of UX and strategic design, as well as on the discussion about the maturity of UX roles and how the emerging job hybrids of UX, UI and even coding are changing the digital project landscape. Is the world of UX design becoming smaller or bigger? How can UX roles stay relevant in the future?

What people will take away:
* Why user experience is at the heart of every successful transformation and business model, and how that puts UX-driven roles in the project driver seat
* Why user-centric project goals need to become business goals for an organisation
* Why every designer should invest in developing a deeper understanding of business strategy, growth marketing, and operations – and why we need to re-label job profiles

Speaker on this session

Marja Annecke

Head of Experience Design & Strategy, SinnerSchrader Swipe