Webinars

How to design with and for executives

by

on

View all posts

With the rise of design thinking, it’s becoming more common for designers to work alongside executives. But what does it take to make that partnership successful?

We invited Uday Gajendar to talk with us about how designers can raise their executive IQ, how to apply UX methods towards empathizing with executives, and how designers can make themselves more valuable once they’re given a seat at the table.

Watch Uday’s full talk below, or read on for our short recap.

 

Designers and executives

Uday began with a story from his first job. During a conversation with an executive at Oracle, he was asked, “What do you want to do as a designer?” 

Uday stammered and talked in circles. The executive said, “I think what you want is influence.”

Uday said that all designers want to participate in the 4 vectors of influence: vision, culture, strategy, and process. But there are countervailing forces working against you—not sabotaging forces, just competing agendas and motivations from other areas like marketing, engineering, sales. Those teams want to affect those vectors of influence, too. 

Design has been recently invited to the table in a big way. CEOs are starting to recognize the value of design—and they’re beginning to champion UX.

Now at the table, designers need to be thoughtful of their language so the discussion around UX doesn’t deteriorate into personal opinions around colors or other superficial reductions of design. The language of executives is not the typical design language of affordances, composition, and so forth. It’s a language of objectivity: criteria, targets, problems, benefits.

“Create a persona for executives—it’ll help you see things from their perspective.”

Designers have a tool from their toolbox that can help. Uday recommends this: create a persona for executives, similar to what we do when thinking about our users and customers. After all, executives are a distinct group, speaking with different languages—sometimes jargon—and with a different mindset.

By creating a persona, we can begin to empathize with them and see things from their perspective.

To hear Uday’s persona of an executive, and more tips on how to improve your relationship, watch the video above!

more-talks
Author

Margaret Kelsey
Content + community at InVision. Newly Bostonian.

Keep up with me on and .

Join over 3 million designers

Who get our content first.

No sales pitches, no games, and one-click unsubscribe.

Over 3 million designers
get our newsletter
every week

Find out why

Get awesome design content in your inbox every week

Just like over 3 million of your fellow designers do.

Plus get 3 free downloads, just for signing up.

Give it a try—it only takes a click to unsubscribe.

Thanks for signing up!

You should have a thank you gift in your inbox now—and you'll hear from us again soon!

Prototype better experiences with InVision

Just like over 3 million of your fellow designers do.

I agree to InVision's Terms of Service.

Want a free t-shirt?

Join the 3 million+ designers who get our newsletter weekly for your chance to win!

We hate spam as much as you do, and you can unsubscribe anytime.

Double your chances to win!

Tweet and automatically get a second entry

Tweet Now

No Thanks

Stay in touch!

We share news, freebies, and more on Twitter.