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
How to use the Rosenbot
2026 • Rosenfeld Community
Deanna Washington
Connecting the Ops: Plenary Panel and Closing Circle
2022 • DesignOps Summit 2022
Gold
Patrizia Bertini
Pushing DesignOps’ Influence into New Global Markets
2022 • DesignOps Summit 2022
Gold
Dean Broadley
Not Black Enough to be White
2024 • DesignOps Summit 2020
Gold
Jorge Arango
Meeting of the Waters: Designing for Successful Inorganic Growth
2021 • Enterprise Community
Greg Petroff
Everything is About to Change: Software as Material
2016 • Enterprise UX 2016
Gold
Farid Sabitov
Automatization for Large Enterprise Teams
2024 • DesignOps Summit 2020
Gold
Nick Cochran
Growing in Enterprise Design through Making Connections
2019 • Enterprise Community
Vitorio Miliano
Don’t call it AI: Turn words into numbers with quantitative ethnography
2026 • Advancing Research 2026
Gold
Dr. Jamika D. Burge
Theme 3 Intro
2022 • Advancing Research 2022
Gold
Sam Proulx
Everything You Ever Wanted to Know About Screen Readers
2021 • Design at Scale 2021
Gold
Peter Merholz
Customer-Centered Design Organizations
2017 • Enterprise Experience 2017
Gold
Himanshu Bharadwaj
If design had a heart
2026 • Rosenfeld Community
Josina Vink
Navigating the pitfalls of systems thinking in service design
2024 • Advancing Service Design 2024
Gold
Maria Giudice
Remaking the Making Company: Moving from Product to Experience
2016 • Enterprise UX 2016
Gold
Sam Proulx
To Boldly Go: The New Frontiers of Accessibility
2022 • Advancing Research 2022
Gold

More Videos

Alexia Cohen

"We actively reduced jargon to make our process accessible for non-designers."

Alexia Cohen Adriane Ackerman

Increasing Health Equity and Improving the Service Experience for Under-Served Latine Communities in Arizona

December 4, 2024

Marc Majers

"You want to let participants know it’s a bit non-typical and they are not being tricked or evaluated."

Marc Majers Tony Turner

Interrupted UX - Add A Dose of Reality To Usability Testing

March 11, 2022

Jorge Arango

"Design is a third way of knowing, different from science and humanities, involving making and artifice."

Jorge Arango

Design as an Antidote to VUCA

May 9, 2019

Brenna Fallon

"Growth and learning is your long term change management plan—does it take letting go of a clear outcome? Yes, but it’s worth the leap."

Brenna Fallon

Learning Over Outcomes

October 24, 2019

Daniel Gloyd

"The Shakers patented clever affordances like chair buttons that let you rock without damaging wooden floors."

Daniel Gloyd

Warming the User Experience: Lessons from America's first and most radical human-centered designers

May 9, 2024

Sam Proulx

"Confidence is critical in online shopping because nobody wants to spend money they’re unsure about losing due to unclear controls."

Sam Proulx

Online Shopping: Designing an Accessible Experience

October 3, 2023

Kristin Skinner

"Equipped with the right tools, we can truly meet students where they are."

Kristin Skinner

Five Years of DesignOps

September 29, 2021

Denise Jacobs

"Every day is a chance to check: is this how I want to be? This is a long-haul, marathon effort."

Denise Jacobs Nancy Douyon Renee Reid Lisa Welchman

Interactive Keynote: Social Change by Design

January 8, 2024

Roberta Dombrowski

"I was surprised how quickly I could launch a project and get six leads within just a few hours using User Interviews."

Roberta Dombrowski Lianna Aduana

5 Reasons to Bring your Recruiting in House

September 30, 2021