Rosenverse
Software as Material—A Redux

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

Software as Material—A Redux

Gold
Tuesday, June 6, 2023 • Enterprise UX 2023
Share the love for this talk
Software as Material—A Redux
Speakers: Greg Petroff
Link:

Summary

Building on his seminal Enterprise UX 2016 keynote, Greg Petroff will revisit the meta-trends facing the product development community, and their implications for User Experience practitioners.

Key Insights

  • The shift from feature-driven to outcome-focused product development improves alignment and impact in enterprise software.

  • AI and generative tools are accelerating design and engineering work, enabling faster prototyping and solution discovery.

  • Cross-disciplinary boundaries between design, engineering, and product management are blurring, requiring new collaboration models.

  • Domain knowledge is essential for understanding complex enterprise problems but can also create cognitive biases.

  • Building strong relationships with cross-functional partners is vital for driving change and shared success.

  • Design systems and cloud-native architectures enable velocity and scalability in building modern software.

  • Societal issues like climate change and political polarization shape the context and responsibilities of designers.

  • The prediction frameworks designers used historically are less effective due to rapid technological and cultural changes.

  • Low-code and no-code tools will empower designers to prototype and configure solutions more directly, improving agility.

  • Designers must become cultural change agents advocating for growth mindsets and inclusive product cultures to maintain relevance.

Notable Quotes

"People are starting to catch on with the fact that design matters and that it’s maturely important to solving the problems we face."

"The best experiences are the ones that start to be relevant around who we are, recognizing where we are and what we’re trying to accomplish."

"There’s a new tech stack for software creation, all about cloud services and subscription-based business models."

"Prediction frameworks worked until the world changed; now our prior experiences aren’t always helpful for what comes next."

"The code starts to follow the outcomes and might even start to write itself at some level."

"We’re moving toward a contextual enterprise, where everything is relevant and adaptive to the user’s situation."

"We have to be advocates for growth mindset and process improvement because people fall back on old ways even in times of change."

"Take your cross-functional partners out to lunch. Build relationships because people don’t resist change; they resist what they don’t know."

"AI assistance in user research doesn’t supplant humans; it augments and assists by helping us sift through large volumes of data."

"If we deeply understand outcomes and advocate for impact, we’ll be the ones making real change happen in the enterprise."

Ask the Rosenbot
Louis Rosenfeld
GenAI for UXers: A Rosenbot Demo and Discussion
2025 • Rosenfeld Community
Tim Frick
The journey of building a sustainable design practice
2025 • Climate UX Interest Group
Megan Blocker
What UX research maturity looks like and how we get there [Advancing Research Community Workshop Series]
2023 • Advancing Research Community
Alnie Figueroa
The Future of Design Operations: Transforming Our Craft
2025 • DesignOps Summit 2025
Gold
Abbey Smalley
Today’s Design Ops and Programs Landscape & Career Paths
2023 • DesignOps Summit 2023
Gold
Ali Jeffery
How DesignOps Helped Enable Wall Street to Work Remotely
2020 • DesignOps Summit 2020
Gold
Kim Fellman Cohen
Measuring the Designer Experience
2019 • DesignOps Summit 2019
Gold
Changying (Z) Zheng
Navigating Innovation with Integrity
2024 • DesignOps Summit 2024
Gold
Briana Thomas
The Quiet Force: Uncovering Hidden Leadership in High-Impact Design Teams
2024 • DesignOps Summit 2024
Gold
Sofia Quintero
Beyond Tools: The Messy Business of Implementing Research Repositories
2022 • Advancing Research 2022
Gold
Adam Cutler
Discussion
2016 • Enterprise UX 2016
Gold
Catt Small
Craft a Vision that Actually Gets Shipped
2026 • Rosenfeld Community
Sam Proulx
SUS: A System Unusable for Twenty Percent of the Population
2021 • Civic Design 2021
Gold
Jerome “Axle” Brown
How to Use Self-Directed Learning to Ensure Your Research Insights are Heard and Acted Upon
2021 • Advancing Research 2021
Gold
Rachael Dietkus, LCSW
Everything You Need to Know about the Civic Design 2022 Call for Presentations
2022 • Civic Design Community
Uday Gajendar
Day 1 Welcome
2024 • Designing with AI 2024
Gold

More Videos

Nathan Shedroff

"What if everyone was accepted? We could rise almost anyone to proficiency if the curriculum and pedagogy are strong enough."

Nathan Shedroff Hugh Dubberly Thomas J. McLeish

How Will Design be Taught When the Schools Shut Down?

May 8, 2026

John Paul de Guzman

"Our mission is to raise the overall value of design in the Philippines where it’s often seen as an expense item."

John Paul de Guzman

10k Screens Later: How We Became a Data-Driven Design Organization

September 24, 2024

Aleksandra Korczynska

"Simplicity can be a differentiator, as shown by Tally, which gained traction as a free, easy form builder."

Aleksandra Korczynska Caroline Jarrett Justyna Parmee

Survey Tools

March 12, 2026

Kristin Skinner

"There are 500 plus people in the audience today, all deeply caring about their teams."

Kristin Skinner

Theme 2: Introduction and Provocation

January 8, 2024

Rachael Dietkus, LCSW

"We pay all of our speakers and provide both subject matter and professional speaker coaching to polish your presentation."

Rachael Dietkus, LCSW Victor Udoewa Jennifer Strickland

Everything You Need to Know about the Civic Design 2022 Call for Presentations

May 17, 2022

Uday Gajendar

"Influence is the real goal as a designer—over people, processes, and culture."

Uday Gajendar

The Rise of Meta-Design: A Starter Playbook

May 19, 2022

Vanessa Varin

"Feedback is a system. It's not just a pile of comments. It needs to be choreographed, timed, sequenced, and aimed to move the work."

Vanessa Varin

Feedback: The Other F-Word

September 10, 2025

Hugh Dubberly

"The average car today has 60 to 100 sensors generating a terrifying amount of data that will increasingly make its way to the cloud."

Hugh Dubberly

Problems with Problems: Reconsidering the Frame of Designing as Problem-Solving

June 19, 2019

Sean McKay

"The ability to understand business needs and align efforts is key to delivering recognizable business value."

Sean McKay

Coexisting with non-researchers: Practical strategies for a democratized research future

March 11, 2025