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We know the value of design, and business impact of listening to users…so why isn’t it industry standard at the senior executive level?

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Design and Research are only as valuable as the products that users consume. When working to get buy-in at the C-Suite to increase the impact of design, there is a challenge all leaders struggle with. Translating user insights into business decisions that affect strategy from the top.

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We know the value of design, and can see the business impact of listening to users…so why isn’t it industry standard at the senior executive level? Why do we have to become master storytellers in order to get stakeholders to come along on the journey with us?

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Speakers

Lorna Ross - Chief innovation Officer, Vhi

Mike Blacker - Head of Research, Zencargo

Tom White - Director of Design & Research, Zencargo

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Moderator

Laura Baker - Associate Experience Design Director, Fierce