If It doesn’t make cents, It doesn’t make sense: Why value is a design decision

As AI changes how we work, what’s left for us? The judgment to understand and create value. This talk explores why understanding how your company actually makes money is core to the craft, why poor conversion is often a design problem before it is anything else, and why the most consequential decisions sometimes begin where the spreadsheet ends: with instinct, conviction, and taste.

This session is for you if… you care deeply about craft and want to strengthen your understanding of how products create value. Whether you are a senior designer, design lead, or product leader, this talk is for those looking to better connect design decisions to business outcomes, conversion, and growth, while preserving the role of instinct, conviction, and taste.