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Friday, September 24 • 9:15am - 10:00am
Draining the UX Swamp

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This talk tells the story of how Delta Market significantly boosted its competitiveness by increasing its UX maturity. Delta Market is a fictitious chain of more than 500 medium to large supermarkets. The talk describes the nine specific steps that Huxley, a newly hired UX professional, took to move Delta Market from a low maturity level (“the UX Swamp”) to a high UX maturity level. The talk describes Delta’s journey from developer-centered and complaint-driven design based solely on opinions to an organization where professionally managed UX work provides significant, measurable improvements in competitiveness and UX for customers and coworkers. The steps can be easily applied in your organization.

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avatar for Rolf Molich

Rolf Molich

Owner, DialogDesign
Rolf Molich manages DialogDesign, a tiny Danish usability consultancy.In 2014, Rolf received the UXPA Lifetime Achievement Award for his work on the Comparative Usability Evaluation project.He is vice president of the UXPA, which develops and maintains the CPUX-certification. Rolf... Read More →

Friday September 24, 2021 9:15am - 10:00am EDT
3 - Independence (Strategy)