Why is it that an enterprise has such a hard time recognizing Experience Design for what it is, and exercise in Customer Value Management. After all our soapboxing, companies still think of XD as a frivolous expense. I'm going to pitch in on a class about SDLC next week and hope to convey the importance of XD as an integral part of the Development Program, not just as an add-on to a Project. My work will be cut out for me.
It's easy for developers and BAs to draw up requirements based on the goals of the enterprise while completely ignoring the goals of the user. The fact remains: If you don't help the user attain their goals, they have no stake in helping you attain yours.
Back in the day, we did work for a client where we demonstrated to them that an initial cash outlay to outfit "high value" users with digital phones would recoup its value in avoided analog roaming charges. It's not much of a stretch to imply that an expenditure of effort to understand user goals and design to those will ultimately help convert those users in to value-providers. It's value as karma. Create value for your customers, and they're likely to create value for you.
If any of you have input as to how I can manage to discuss the components of XD (requirements, personas/scenarios, IA, wireframes, simulation, etc.) as well as how they are ultimately a key to ulocking the value of your users, I'd really appreciate hearing them.