Event description

Over the past 10 years we’ve seen the growth of design and research in business sky-rocket and they are now the key differentiators between good products and great experiences.

Coming up with these ideas is the easy part of the development process. The difficulty lies in convincing the business to invest and support in order for these ideas truly come to life.
Despite design now having a seat at the table, without a standardized way to measure it’s impact, it’s hard for business leaders to understand how design and research affect the bottom line.

To close this gap, design teams must find new ways beyond NPS and customer satisfaction scores to quantify the ROI of design and research.
On this panel we will discuss with design and research leaders who are actively thinking about the various opportunities and challenges that exist today in making UX measurable.

Catalina Naranjo-Bock
Research manager at Netflix, responsible for leading a globally distributed team supporting payments, partnerships and new business opportunities. Her background is as a hybrid UX designer and researcher with over 10 years of product development experience, and with a track record of leading world-class UX research execution within multidisciplinary teams. Prior to Netflix, Catalina worked at Google, YouTube, Yahoo, LEGO and Nickelodeon.

Mai Nguyen
Managing Director of Growth for Work & Co and oversees New Business globally. In her role, Mai serves as strategic partner to clients, focused on forming and driving successful relationships. Prior to Work & Co, Mai spent time building new business practices in digital advertising and marketing, brand strategy and design, industrial design, and innovation consulting.

Steve Fadden
Research Lead for Analytics, Insights, & Measurement UX at Google, and Lecturer at the UC Berkeley School of Information. He has worked in industry, consulting, and academia, with an interest in the use of mixed methods research to study how people understand and make decisions in complex, dynamic environments.

Moderated by: Jonathan Yu
Head of Design at Flexport, a technology company transforming logistics and making global trade easy for everyone. Prior to Flexport, Jonathan led design teams at Google, Adobe, and Yahoo, where he built consumer products with global reach, such as Maps and GSuite. He is passionate about solving complex real world problems that make a positive impact on people’s lives.

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