For the longest time, making a great experience for the user was a business-strategy luxury item. A great product only had to work and ship. Offering a great experience was a nice-to-have, not a requirement.
Times have changed. The cost of delivering a product is no longer a barrier to entry. Quality is no longer a differentiator. What’s left? The user’s experience.
Every part of the organization must be infused with an understanding of great design of both the product and the experience.
Your organization has to cross the UX Tipping Point. You must increase everyone’s exposure to users, communicate a solid experience vision, and install a culture of continual learning. With that, design will become your organization’s competitive advantage.
Things Audience Members Will Learn
Anyone who creates or offers any type of product or service to others (so basically, everyone).