Leadership Generation UX: Cultivating customer focused lead product designers According to the Harvard Business Review Journal, the modern day technology leader must intimately know their products. The rise of UX, user experience, leadership among great modern leaders has spread beyond the tech world into many industries. Trailblazers like the late Steve Jobs, approached product design in a way that transformed CEO’s into Chief product designers. The rise of UX leadership will continue to evolve. “The nitty-gritty of product design has become a badge of pride in many organizations, like Facebook, which has embraced a “learn by making” culture of innovation (Harvard Business Review Journal). Join lead product designers as they share how to cultivate customer focused product designers and leaders that adapt a hands-on approach. Learning Outcomes: Increase technical leadership effectiveness and productivity At the end of this seminar, participants will be able to: a) Explore UX leadership b) Examine strategies to engage leadership and employees in product design process c) Examine strategies to increase technical innovation and leadership d) Explore customer engagement techniques

1. LEADERSHIP
GENERATION UX
Cultivating Customer-Focused Lead
Product Designers
Jane Odero, Raytheon Company
Robbin Johnson, Redd Communications
Moderator: Denise Evans, IBM

2. What Is User Experience (UX)
• Coined in 1996 by Don Norman, then
Apple VP of Advanced Technology
“I invented the term because I thought human interface
and usability were too narrow. I wanted to cover all
aspects of the person’s experience with the system
including industrial design, graphics, the interface, the
physical interaction, and the manual.”
Goal of UX is to Make Things Easy for People

3. UX Product Design Process
Empathy
Brainstorming
Evaluating
Prototyping
Testing
Hands-On
Approach
UX
Reduced
Design
Cycle Time
Intuitive, Simple, Aesthetic Design
Rapid
Prototyping

4. UX Leadership
"(Steve Jobs) told me once that part of
the reason he wanted to be CEO was so
that nobody could tell him that he wasn't
allowed to participate in the nitty-gritty
of product design. He was right there in
the middle of it. All of it.“ – Glenn Reid
"If I am going to be at the top of the car company,
I want to be the owner-chef -- with knowledge
not just of its vehicles but their ingredients. I
taste my car, and if it tastes good, I provide it to
the customer." - Akio Toyoda, Toyota
“(David Karp) doesn’t need anyone
else telling him what’s best for the
product. Many people, myself
included, have tried to convince
him to go different directions, and
we’ve been proven wrong every
time. Tumblr is David, and David is
Tumblr.” – Marco Arment
•
Bill Gates on Steve Jobs
CEO as Lead Product Designer

5. UX Technical Innovation

6. UX User Engagement

7. Questions and Answers

8. References