Sometimes we get so focused on winning small victories of the present — like sign-off on UX or design support — that we’re blindsided by larger issues from the overall business context. In this case study, Robert Barlow-Busch describes how he journeyed with a team who experienced this first-hand. Hear the story of a project in which field research and design saved the day by uncovering an incredible business opportunity. And find out what happened when they presented that opportunity to an executive team wrestling with disruptive innovation.
Demonstrate the potential of design to influence product strategy and the importance of understanding business context.
Designers, researchers, and product managers
Five things audience members will learn
- Why not to trust a focus group, ever again.
- The basics of how to conduct in-context user research and analyze findings.
- Involving skeptics in your process may be the best way to make them evangelists.
- The characteristics of disruptive innovation.
- How destroying assumptions may be a design team’s most important contribution.