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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 Editorial Team

    The Pragmatic Editorial Team comprises a diverse team of writers, researchers, and subject matter experts. We are trained to share Pragmatic Institute’s insights and useful information to guide product, data, and design professionals on their career development journeys. Pragmatic Institute is the global leader in Product, Data, and Design training and certification programs for working professionals. Since 1993, we’ve issued over 250,000 product management and product marketing certifications to professionals at companies around the globe. For questions or inquiries, please contact [email protected].

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