Desirability First- Understanding customer value, insights and opportunities
60 minutes
The holy grail of maximizing return on investment in UX is to understand customer value. Engineering teams often define MVP based on an internally focused set of priorities. Marketing and business teams often use market research to focus group customer perceptions. Both of these approaches miss a major innovation in UX methodology.
Agenda:
1.What is Desirability First?
2.Bridging the UX Gap: the two (very distinct) sides of UX
3.The 3 fallacies of Lean UX Design: Personas; MVP’s; User Testing
4.How BA’s, Product Managers, Devs and Business teams benefit
5.Case studies- Realizing ROI from a Desirability First approach to UX
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Who You will Learn From
Frank Spillers
Founder - UX Inner Circle
Frank Spillers, MS, founded the UX Inner Circle in 2020 to support senior practitioners facing complex challenges. The community exists to sharpen thinking, increase your confidence, and pressure-test real decisions. It’s built for people doing the work, not just talking about it. Frank founded an award-winning UX and Service Design consultancy (Experience Dynamics) and now leads UX and Service Design at numerous organisations, including the UK Government Digital Service. He has worked with and led teams to deliver hundreds of products and services over several decades. His work spans government, enterprise platforms, nonprofits, and global brands. He brings 25+ years as a senior UX and Service Design leader. His focus areas include Inclusive Design, accessibility, emotion-led design, cross-cultural UX, VR/AR, and UX leadership. His work has directly increased conversion by 88% and revenue by 300% for organizations including Nike, Microsoft, Intel, Capital One, Global Disability Rights Now!, the World Bank, and the City of New York.
