Welcome to "Getting to Zero," a podcast about digging into the biggest problems in software development and figuring out how people are solving them.

Guest Bio: Today's episode features Jod Kaftan, Head of Product Design and Research for Industrial Industries at Oracle, is a distinguished leader in the field of user experience and product design. Formerly the North American lead for Fjord Evolution, Jod brings deep insights into the interplay between business value and customer value in product development. His extensive experience in service design and enterprise environments makes him a valuable resource for understanding how to create compelling user experiences in complex organisations.

In our conversation, we discuss:

[00:01:00] Biggest Challenges in Product Development

The biggest challenge that Jod faces is getting involved in the early stages of a product to validate the core customer problems rather than being brought in towards the end to design the UI. Oracle only started it’s UX team six years ago so there are still a lot of organisational habits that need to be overcome to achieve the goal.

[00:06:00] Impact of UX Immaturity on Product QualityThe immaturity of UX integration leads to products being launched without thorough user-centred design which impacts quality. In traditional B2B products the customer was key but the end users were often short shifted. Jod explains why, particularly with the shift to SaaS, why Oracle now believes that their long-term success is aligned with better end user experiences. 

[00:11:00] The value of UX for Mature Products

Design can address usability issues and enhance satisfaction in mature products through iterative improvements driven by continuous feedback. Streamlining workflows, reducing complexity, and keeping products competitive by driving innovation and bridging the gap between user needs and business goals.

[00:14:00] Ideal State of UX IntegrationJod shares his ideal state which is a fully integrated, user-centred design approach throughout the product lifecycle, with continuous feedback, iterative improvements, and strong UX-product team collaboration. This creates intuitive, high-quality products meeting business objectives and user needs, ensuring satisfaction and competitive advantage.

[00:19:00] Juggling Existing and New Product LinesJod believes that companies need to be ambidextrous, running a dual operating system where one model focuses on innovation while the other optimises existing products. Jod shares how UX can help in both situations.

[00:22:00] Progress in Closer UX and Product CollaborationProgress has been made through initiatives like collaborative hackathons, fostering innovation and teamwork. These events align departments and drive problem-solving. Additionally, quarterly planning sessions integrate continuous UX design and discovery, creating a more collaborative and adaptive culture. 

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