Theme 4: Intro
Summary
In this keynote, Bob Baxley shares a personal milestone marking 30 years since his move to Silicon Valley and his journey in tech design. He contrasts the early days when design conferences were small, to today’s global scale and growing recognition of UX in enterprises. Bob discusses the evolution from designers merely seeking a seat at the table to now having a tangible, though sometimes uncomfortable, place in organizational conversations. Drawing on experiences at companies like Apple and Pinterest, he challenges the notion of 'design-led' companies, noting that leadership’s true role is not just managing design teams but embedding a design mindset company-wide. He underscores the importance of forging strong relationships with internal partners as a highest-leverage activity for design leaders. Bob introduces the conference theme, centered on collaboration and partnership for transformation, and sets the stage for upcoming talks by Abby, Silas, and Cheryl, which balance theoretical frameworks with real-world case studies. Ultimately, he makes a compelling argument that advancing design thinking throughout organizations is vital not only for business success but also to promote better-designed, more thoughtful societies.
Key Insights
-
•
Enterprise UX design has grown from a niche practice to a global discipline over 30 years.
-
•
Design now has a definite seat at the corporate table, though it may still be somewhat marginal.
-
•
Effective design leadership involves transforming company culture, not just managing design teams.
-
•
Being 'design-led' is more about mindset integration than formal titles or structures.
-
•
Building strong relationships with internal partners is the highest-leverage action for design leaders.
-
•
Conferences on UX design have scaled from single minivan gatherings to worldwide participation.
-
•
Design skills are essential not just for companies but for promoting positive societal change.
-
•
Frameworks that guide partnership strategies help apply design mindsets effectively in organizations.
-
•
Combining theory with case studies provides a comprehensive understanding of design’s role.
-
•
The growth of UX reflects broader shifts toward human-centered approaches in enterprise technology.
Notable Quotes
"If you told me about a conference like this 30 years ago, you could have gotten all the participants in the backseat of a minivan."
"Design definitely has a seat at the table. It may not be the most comfortable seat, but it is there."
"Design-led does not need design-led—meaning leadership should push design mindset beyond just the design function."
"Our job as leaders is not just running the design function, but transforming the entire company culture."
"Building relationships with our internal partners may well be the highest leverage aspect of our jobs."
"A society that is designed is better than one that is simply built."
"We need more than just designers to transform society; it requires a broader mindset shift."
"The theme today, 'better together,' focuses on partnering with others to transform."
"We’re moving from wanting to see the table to having an actual place at it."
"Design skills help promote and improve society at large, not just careers or companies."
Or choose a question:
More Videos
"Embracing uncertainty means diving in without knowing the outcome and creating something new every time."
Jim KalbachJazz Improvisation as a Model for Team Collaboration
November 6, 2017
"A really strong book has to be designed as a journey with a consistent voice guiding the reader."
Louis RosenfeldCoffee with Lou: Should You Write a (UX) Book?
March 7, 2024
"Creating evergreen documents enables asynchronous influence — it’s not about being in the room all the time, it’s about having your voice heard."
Catt Small Micah Bennett Brian Carr Jessica HarlleeWhat's Next for ICs: Exploring Staff and Principal Designer Roles
February 22, 2024
"Less than a third of respondents feel like they work somewhere with a clear investment in customer-driven decision making."
Marieke McCloskeyUser Science: Product Analytics & User Research
March 11, 2021
"Processing limits and licensing terms currently restrict how much video and audio these AI tools can handle."
Llewyn Paine[Demo] Deploying AI doppelgangers to de-identify user research recordings
June 5, 2024
"Random assignment to treatment or control is essential—if it’s not random, it’s not a true experiment."
Joshua NobleCasual Inference
October 6, 2023
"We’re selectively skeptical—skeptical about some things but not others based on what we want to believe."
Sara LogelYour Colleagues are Your Users Too
March 29, 2023
"Learning is a marathon, not a sprint, especially in the context of online conferences."
Bria Alexander Louis RosenfeldWelcome
January 8, 2024
"Consistency is so important that sometimes even consistency in failure works if it means I only have to learn the workaround once."
Sam ProulxOnline Shopping: Designing an Accessible Experience
June 7, 2023
