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Effective Interaction Designers Change Organisations 

 March 30, 2013

By  Gavriel Shaw

Jonathan Kahn is a web developer, user experience designer, and content strategist. He’s an advocate of user-centered design, web governance, and content strategy. He founded Together London in 2008. He’s also organizing the Content Strategy Forum 2011 in London.

My take on Jonathan’s presentation

Jonathan shares the frustration and key constraint of UXers: being at odds with the enduring industrial-era mentality of business management…

User experience design is truly cross-functional… and thus, typically at odds with the silo mentality of organisations.

Experience Designers are pushing the silo boundaries, act as change agents. Linchpins as Seth Godin describes it.

In the post-industrial knowledge economy of today, customers are becoming less ‘consumers’, they’re becoming more ‘co-creators’. Business needs to open up to collaborate with customers just as much as across functional silo’s.

A process of ongoing improvement depends on highly responsive and open cross-functional collaboration.

Senior Management may not understand UX, but they do understand issues of Risk.

Managing risk for resource waste, competitive advantage, market credibility, etc depends on governance of the many aspects of Experience Design, including content strategy, web governance, and UX agile design process.

The way forward is to influence small multi-disciplinary teams that create positive outcomes.

Gavriel Shaw


Gavriel has product and marketing expertise from a variety of roles, including CMO, Head of Growth, Head of Marketing, eCommerce Director, Web Marketing Director, Product Marketing Manager, and Senior Copywriter in various sectors, both B2C and B2B.

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