Why should you care about UX? It's not just something to pay lip service to, or to do to feel cool while hanging out with the mustachioed dudes in tight black jeans drinking some PBR. No. UX is important because the benefits of a good user experience - increased revenue, decreased development time and rework, decreased call center volume, and increased word-of-mouth marketing - far outweigh the cost of achieving that experience. And make no mistake - good UX isn't an accident. Nor is it achieved by locking a smart person or two in a conference room until they get it right. In this session, we'll take a look at several case studies demonstrating the business value of a user-centered approach to design and development.