“It is easy to see that there are a few common ingredients across these different strategies, such as executive commitment, access to customers, new technical prototyping skills, and small, interdisciplinary teams. All of these ingredients are critical not only to UX, but also to developing the sort of bottom-up, risk-taking culture that is central to succeeding in the 21st century market. These skills are standard in the startup market where UX is increasingly appreciated as a key to success and value creation. The startup market is creating a new breed of business executives, like Jack Dorsey of Twitter and Square, who are impatient with requirements-driven waterfall product development processes. They think ‘UX-first’. The big challenge now is to drive these same skills into the more traditional, top-down management culture at big companies. The companies that get it right will be either be at the forefront of disrupting business or much more likely to thrive in the era of disruption.”
The delicate position of UX between all the powers that be in business.