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Designing for Both Customer and Business Goals with Jane Austin

Pragmatic Institute Design Chats Podcast

How can you lead teams that help clients achieve both customer and business goals, especially when those goals may seem at odds?

Jane Austin is the Chief Experience Officer at Digitas UK. She is an expert in zero-to-one product development, scaling startups globally, and the digital transformation of legacy businesses. She has a background in philosophy and has always been passionate about design’s ability to solve problems for people and businesses.

Throughout her career, Jane has worked in various sectors, including government, media, and healthcare, always striving to make a positive impact through evidence-led design, technology, and collaboration. Currently, Jane works at the intersection of design and product, “using design to uncover problems then using the product lens to solve them.”

Jane joins Design Chats with guest host Erin Thibeau for a conversation about the importance of understanding how businesses and organizations operate to contribute strategically as a designer. They discuss:

  • How to lead teams that help clients support both the user and business goals
  • What Jane has learned about change management from her work as an advisor
  • How designers and data teams can work more closely together
  • An ideal team structure and its impact on the final stage of product maturity

* * *

Are you a designer who wants to collaborate better with product partners and stakeholders? 
Business Strategy and Design course teaches designers how to confidently participate in strategic conversations by linking their design work to business outcomes. It also covers how to measure and communicate the value of design in relation to business objectives and how to align user-centered design with business goals to show return on investment and improve cross-functional partnerships.
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  • Pragmatic Institute is the transformational partner for today’s businesses, providing immediate impact through actionable and practical training for product, design and data teams. Our courses are taught by industry experts with decades of hands-on experience, and include a complete ecosystem of training, resources and community. This focus on dynamic instruction and continued learning has delivered impactful education to over 200,000 alumni worldwide over the last 30 years.

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