Podcast · 42 minutes

Episode 19: Driving User Experience Design and Executive Alignment

Tamara Adlin, President of Adlin Inc., is the featured guest on this week’s episode. In a conversation with podcast host Brian Walker, they discuss the evolution of the UX design profession, what it takes to get executives to truly understand their customers’ experiences and why the future of eCommerce may actually lie in reCommerce.

Most of the big user design questions have already been answered. But as the pandemic has completely shifted eCommerce priorities, it has raised a new question that’s top of many eCommerce executives’ lists - “can and will customers happily do the things that make your business thrive?”

To find out more about the changing questions that eCommerce leaders are asking and to get a candid insight into the challenges of aligning executives for design change, Brian speaks with Tamara Adlin, the President of customer experience strategy consultancy, Adlin Inc.

Tamara has previously helped bring cutting-edge user centred design methods to Amazon and has consulted dozens of others, from leading industry players, like Apple and Microsoft, and international organizations like the United Nations. She doesn’t just share her expertise with her own clients but is also the author of the hugely influential Persona Lifecycle book series and a sought-after speaker for events and conferences.

Episode Highlights

In this episode, Brian and Tamara discuss how UX design has evolved and explore some of the more practical approaches to delivering a great eCommerce experiences, including:

  • How to articulate the business benefit of a UX design journey by putting yourself in your customers’ shoes.

  • The quick and easy ways to challenge your customer mythology and gain a deeper understanding of the people buying your products.

  • And how to achieve executive alignment by asking the basic questions that the rest of the organization won’t ask.

The way to handle customer mythology is not to gather data first. Stop for a second and illuminate that mythology, get it out on the table, because it doesn't match leader to leader to leader. And those mismatches cause misunderstandings and misalignments that are invisible to the people who are making these decisions that are now pulling the organization in slightly different directions.

If you’re trying to get to grips with what post-Covid UX design will look like or want to find out what aspects of UX your eCommerce business should be focusing on next, then you’ll definitely want to listen to this episode.

We’d love to hear your thoughts on this episode, as well as any recommendations for future guests, so please get in touch with us.

To learn more about Tamara, check out his LinkedIn profile

To learn more about Tamara’s company, visit here

Specific things discussed in the show:

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Meet the speakers

Tamara Adlin,
President of Adlin Inc.

Tamara Adlin is President of Adlin, Inc. She's a one-woman Customer Experience Strategy consulting company where she works with clients looking to innovate by bringing a customer focus to her clients business teams and business savvy to their design teams. Tamara also authored the very influential Persona Lifecycle books and has become a champion of user-focused Executive Alignment. Earlier in her career, Tamara helped bring new user-centered design methods to Amazon as a UX team lead from 2002-2005. Since then, she has consulted with dozens of startups and large companies from Apple to Zillow and international organizations like the United Nations. Tamara has a Masters in Human Centered Design and Engineering from the University of Washington. Tamara describes herself as a little irreverent, but she is also a lot smart, and very practical.