Beyond User Needs: Speaking the Language of Business to Drive Decisions
Many UX practitioners excel at understanding users but struggle to get strategic buy-in. Our valuable insights often fail to influence key decisions because they aren't framed using the language of business impact. We advocate passionately for the user, but is HCD always the most persuasive approach for executives?
To bridge this gap, this talk focuses on the crucial mindset shift required to become a strategic partner. We'll concentrate on three core skills: building Business Acumen to grasp the bigger business picture, using Storytelling with Data to craft compelling narratives, and developing Proactive Alignment Seeking to pinpoint where user needs fuel business goals.
Through real-world examples, you'll get practical techniques to reframe findings, articulate value persuasively, and find that crucial sweet spot. You’ll leave equipped to increase your influence and strengthen UX's role in helping your organisation succeed.
Ruth Ellison
Ruth Ellison is the Research Director and co-founder of Propel Design, a boutique strategic research, design and delivery consultancy in Australia. She brings over 20 years of experience in digital transformation, strategy and user experience. Ruth approaches her work with deep curiosity and pragmatism, passionate about empowering organisations with human-centred and systems-thinking approaches and building thriving, collaborative teams. When not solving complex challenges, Ruth enjoys exploring escape rooms.