Thursday 18th June, 2015
11:00am to 11:50am
Most product design methodologies exist to compensate for one thing: a lack of real understanding of customer needs. The unfortunate thing is that disconnect is only an issue in organizations that haven't scaled properly. At a startup, you understand your customer or you go out of business. You don't arrange to "get out of the building" because you're already doing that. Research? personas? feedback from sales, marketing, and support? You don't want empathy—you want experience. Anything less and you're guessing—educated guesses perhaps, but you're still a step removed. In this talk, I will share real-world examples from my personal experience leading design teams at large enterprise and software companies and currently as a design executive at my second startup to illustrate how product designers and managers will never succeed by simply observing.
VP, Product & Design at ClientSuccess, Cofounder of Front
Wade is VP, Product & Design at ClientSuccess, a SaaS startup that is revolutionizing the way companies manage, retain, and grow their existing customer base. Prior, Wade served as Director, User Experience at Vivint, where he lead user experience designing innovative mobile, desktop, and embedded software applications for ubiquitous security, automation, tracking, and energy products. He participated in growth that lead to a $2 Billion valuation and acquisition by Blackstone Group and the company's ranking of forty-sixth on Forbe's one-hundred most promising companies for 2013. This work has also resulted in the filing of fifteen patents related to user experience in home automation and energy management.
Wade has also held senior design, management, and Creative Director positions at notable enterprise software companies and startups, including Omniture, Doba, and ELLIS. Wade holds a bachelors degree in visual arts from Brigham Young University. He cofounded Front, an annual conference for product and UX designers, product managers, makers, entrepreneurs, and technologists. He also cofounded the Product Design Association and served two years as co-chair of the Interaction Design Association (Utah Chapter).
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