A Talk at AIGA: Designers, make this ONE mindset change in 2018 to drive massive business value
Topics discussed
Introduction: Designers must become business-minded
Michael Beirut's book and the primacy of 'selling'
Why 'selling' is not obvious to designers
Thomas Edison quote on utility and success
Introduction to the High Resolution video series
John Maeda: Design is about the customer, not the user
Phil Gilbert: Design's seat at the business table at IBM
The long road to design relevance via business awareness
The UX tool explosion and the 'driblization' of design
Business vocabulary for UX roles and fragmented design
The abstraction of the human behind the 'user'
Specialized roles as roadblocks to business progress
The need for generalized design skills and diplomacy
Business vs. Customer vocabulary and pre-purchase questions
Order of operations: Value transfer and design influence
Q&A: Dealing with businesses that don't understand value
Q&A: Is 'uglier' design that converts better still good?
Q&A: Generalists vs. Specialists in large corporations
Q&A: Proving design value in quarterly business cycles
Closing remarks and applause
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