Cindy McKissock

UX is usually associated with B2C. Its critical importance for B2B can be overlooked. I will share insights on the UX challenges and opportunities for B2B firms. Importance of B2B UX: Drawing from my experience founding and leading the UX team at Fannie Mae for 5 years, I will show how UX can drive customer engagement, retention, and revenue and how to overcome UX challenges in a B2B firm. Complexity of B2B UX: B2B interactions involve multiple stakeholders, long sales cycles, intricate products, and customers, where decision-makers are separate from the user. I will address strategies for managing this complexity. Case Study: I will present a real-world example of my successful UX implementation at a Fortune 50 firm. Future of B2B UX: What does the future hold for B2B UX? I will share my vision for UX in shaping B2B products. I will inspire attendees as I delve into UX's role in B2B firms, a POV rarely explored but sorely needed by B2B designers and PMs.

I will share my experience with building and scaling a large design team, including obstacles and opportunities. I will cover: Foundation is Key: Addressing the intricacies of building a creative, efficient, and cohesive design team within a large firm, particularly getting buy-in from skeptical stakeholders. Effective Scaling: Insight into strategies for growing a large design team while preserving effectiveness, agility, and original spirit amidst corporate complexities. Cultivating a Creative Culture: Discuss methods I employed to drive excellence and creativity, despite team size and skepticism of stakeholders. Case Study-Fannie Mae: How I successfully built a comprehensive design practice at a Fortune 50 firm, highlighting triumphs and lessons learned. Future of Design Leadership in Large Firms: My vision of how design teams will evolve and how one can prepare for it. I will inspire those embarking on leading or practicing design in a large firm.