Business knows it: what you measure, you will value. It follows design must become quantifiable to earn its seat at the strategic table. In a time of widespread embedding of CX and UXD teams, not to mention the embrace of design thinking, can we truly demonstrate the ROI of 'fuzzy' design?
We've invited four industry specialists working across the design spectrum to debate whether we can quantify design activities, unpack how to speak 'business' and answer why design simply makes good business sense.
Opher Yom-Tov is a tech entrepreneur, innovation advisor and speaker. He spent a decade with IDEO in Silicon Valley and led their Shanghai office, building new products and services for Apple, GE, Microsoft, P&G, Pfizer and others. He then built Customer Centered Design capability at Westpac and most recently cofounded AirShr, to help people safely capture thoughts while driving.
Co-founder and CEO of ansarada, a company passionate about Design ROI that started with $30k in capital, has grown to +$30M revenue and has been trusted globally in more than 10,000 M&A deals worth over $1 trillion.
GM for Digital Experience at CBA, where she has had the privilege of building a fantastic team & working on Digital Banking transformation since 2013. She arrived at this destination after 14 years in the hurly-burly of London ecommerce where she worked her way to Digital Product Management via UX & Content.
Director of Retail Design at Optus, Ben is a passionate advocate for designing meaningful new customer experiences in both physical and digital environments. He has a rich history of developing, testing and learning in design. After a rewarding day, he is often found recuperating in the fetal position!
Moderator – Lucinda Burtt
Lucinda has been shaping design at Fairfax Media for more than 7 years. Her current role involves leading UX design and research specialists crafting experience informed by human-centred design principles for millions of readers each month.