Talk or Interview Balancing user and business needs
Talk or Interview Balancing user and business needs
In this talk, I’ll share my approach to advocating for balancing user and business needs to increase the impact of design within an organization. I’ll describe, in ways you can reframe for your business, how balancing business and user needs can improve alignment, ROI of what you’re delivering to your customers, innovation, and sales.
You’ll hear a case study of how I was able to shift an organization from requirements-centric operations to user-thinking. We’ll walk through the 5 key steps that led to my success in shifting the culture around design and user needs, which led to organizational transformation and design as a strategic partner to product and the business.
1. How we educated the organization about design
2. Importance of asking the right questions
3. Building trust as a partner
4. Adding value
5. Using specific design activities to drive alignment
About the Host
Michelle Heffron
Michelle Heffron is a product and design leader dedicated to fostering cross-functional collaboration and creating a user-first culture. She operates with the belief that a customer’s experience is holistic and includes every brand touchpoint. Throughout her career, she has focused on using data-informed decision-making, design thinking, and collaborative processes to simplify complex workflows and solve user needs. Michelle’s work is a blend of strategic leadership and hands-on design craft, reflecting her commitment to continuous learning and staying ahead of new tools and technologies.
