HFES Product Design Technical Group Webinar: You Have Enabled Design to Get a Seat at the Table - Now What? Strategies for Getting and Keeping that Seat

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Everyone has a boss, even a CEO has a board that governs the top executive leader of a company. This is no different for design orgs; For design leaders this means understanding what it means to make your boss be successful while bringing the voice of the customer to the table. A design org could report into the CMO, COO, CPO, CTO and in some unique situations to the CEO. In all of these instances the objectives of the leaders can determine design org’s focus and outcomes. This may very well determine what it feels like to have a “seat at the table” or not. What does it take to elevate UX/CX to a high-level position from which it participates in the process of making decisions about the design of experiences?

In his talk, TS Balaji will take a deep dive into what to do and what not to do in order to establish and maintain UX/CX as a function that is considered in corporate decisions that drive strategy and ultimately experiences for their customers and users. A key to success is looking outward while considering why a superior user experience is important and how it contributes to the mission of the company. The answers, in turn, must be constructed in the language understood by principal decision makers, and in many instances, you may use design to help achieve the objectives of the principal decision makers. Making your presence at the decision table to be persistent requires continuous research, experimentation and commitment to discover changing experiences needed by users and customers.

TS Balaji

Vice President, Experience Design

Cox Communications

TS has been in the Design field for over 15 years and has a track record of creating and leading Design teams comprised of professionals who are passionate customer advocates. TS continues to accelerate Cox’s design and development processes in addition to aligning trends in technologies with the ever-advancing customer expectations. TS led the creation of the User Experience Center of Excellence, with Design, Research and Analytics as core functions of the COE at Cox. During that time, his team unlocked insights and drove transformative experiences across our digital and service portfolios. Prior to his current position, TS has led the design & delivery organizations at LogMeIn and Sprint. He led a global collection of design teams through a transformation to become a Design led organization at LogMeIn. While at Sprint, TS led the delivery organization for the connected vehicle program, which powers the Chrysler UConnect brand.

TS's core belief is in building behavior-based design organizations that are outcome based, utilizing his passion for the intersection of Consumer/User behavior, Tech, and Business. TS has an MBA from the University of Virginia and MS in Industrial Engineering from Louisiana Tech University.

Stan Caplan (Moderator)

Usability Associates, LLC

Kathryn Tippey (Moderator)

Senior Usability Designer

Philips

Kathryn Tippey, Ph.D., CPE, is a Senior Usability Designer at Philips. She works as part of their Usability Center of Excellence supporting usability researchers and designers in the end-to-end development process.

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HFES Product Design Technical Group Webinar: You Have Enabled Design to Get a Seat at the Table - Now What? Strategies for Getting and Keeping that Seat

02/08/2023 at 12:00 PM (EST) | Recorded On: 02/08/2023

02/08/2023 at 12:00 PM (EST) | Recorded On: 02/08/2023 Everyone has a boss, even a CEO has a board that governs the top executive leader of a company. This is no different for design orgs; For design leaders this means understanding what it means to make your boss be successful while bringing the voice of the customer to the table. A design org could report into the CMO, COO, CPO, CTO and in some unique situations to the CEO. In all of these instances the objectives of the leaders can determine design org’s focus and outcomes. This may very well determine what it feels like to have a “seat at the table” or not. What does it take to elevate UX/CX to a high-level position from which it participates in the process of making decisions about the design of experiences? In his talk, TS Balaji will take a deep dive into what to do and what not to do in order to establish and maintain UX/CX as a function that is considered in corporate decisions that drive strategy and ultimately experiences for their customers and users. A key to success is looking outward while considering why a superior user experience is important and how it contributes to the mission of the company. The answers, in turn, must be constructed in the language understood by principal decision makers, and in many instances, you may use design to help achieve the objectives of the principal decision makers. Making your presence at the decision table to be persistent requires continuous research, experimentation and commitment to discover changing experiences needed by users and customers.

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