Software as Material—A Redux
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."
Or choose a question:
More Videos
"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. McLeishHow Will Design be Taught When the Schools Shut Down?
May 8, 2026
"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 Guzman10k Screens Later: How We Became a Data-Driven Design Organization
September 24, 2024
"Simplicity can be a differentiator, as shown by Tally, which gained traction as a free, easy form builder."
Aleksandra Korczynska Caroline Jarrett Justyna ParmeeSurvey Tools
March 12, 2026
"There are 500 plus people in the audience today, all deeply caring about their teams."
Kristin SkinnerTheme 2: Introduction and Provocation
January 8, 2024
"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 StricklandEverything You Need to Know about the Civic Design 2022 Call for Presentations
May 17, 2022
"Influence is the real goal as a designer—over people, processes, and culture."
Uday GajendarThe Rise of Meta-Design: A Starter Playbook
May 19, 2022
"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 VarinFeedback: The Other F-Word
September 10, 2025
"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 DubberlyProblems with Problems: Reconsidering the Frame of Designing as Problem-Solving
June 19, 2019
"The ability to understand business needs and align efforts is key to delivering recognizable business value."
Sean McKayCoexisting with non-researchers: Practical strategies for a democratized research future
March 11, 2025
