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reasons we have lost this battle is because for the last 20 years, we as an
industry have been having very, very insular, circular conversations that
haven't necessarily positioned ourselves in a good light. You know, we are
still having debates around UX versus UI. You know, we are still arguing,
"Oh, well, design thinking isn't particularly useful." And when we do that,
actually, we cede control to other people. When we're talking about
design thinking not being useful, the MBAs, the business graduates, are
running design thinking workshops with our bosses. While we're sitting
around saying, you know, "What exactly is UX and who gets to do it, and
how is that different from interaction design or other forms of design?"
The product managers are saying, "Well, we don't care. We're just gonna
prototype stuff." We debate the nuances of user research and how
research should be done perfectly, while at the same time product
managers are now kind of doing product discovery. Like, we argue about
language, which is really ironic. Like, we argue about language but also
we dismiss the power of language in a way that product managers go,
"Yep, we'll just call this thing product discovery. We know you've been
calling it user research or design research, but we can't use it..." We get
into annoying design Twitter-type arguments. And the product managers
are like, "Hold my beer. I'm actually gonna do stuff that's valuable to
companies." So, I think we are our own worst enemies and one of the
reasons why I wanted to give this talk is to give us a shake-up and say,
"Let's stop having these circular conversations. No-one cares. Let's start
demonstrating value." I think one of the big differences is just the cost.
First of all, I think it's really easy to laud architects. I think so often visual
designers, UX designers, interaction designers, digital designers laud
architects. I have been to plenty of conferences like this one, like
interactions like the IxDA, where architects are kind of held in some kind
of awe. When you've actually worked with architects, they are often the