A winning design strategy is mission-based. An experience design team must address end-user needs and organizational objectives. Unwavering focus on these missions is essential for customer and business success… and yet, simply being on-mission isn’t enough!

Ben Judy helped a new experience design team form within a relatively old software business at Intuit. As the team came together, he helped them develop a “mission-based XD strategy.” After facing many challenges, he now shares valuable lessons learned about the intersection of design and business — and the ambiguous spaces where unseen dangers and great opportunities await us.