A Practical Playbook to Fuel Business Growth

“Satyam shares his extensive expertise in UX leadership, design, and business strategy through an actionable series of playbooks. These playbooks will help organizations transform their approach and leverage best practices in user‐centric design and experience strategy. This is a valuable reference no matter what stage of user experience design maturity your organization has reached.”

—Amy Lokey, SVP and Global Head of Design, ServiceNow

“Satyam brings a holistic business perspective to the concept of design and has written a highly entertaining, insightful, and practical guide for how the best companies leverage design to drive disproportionate returns. The book is expertly illustrated, making it easy to read, and contains a treasure trove of anecdotes, case studies, and practical examples to help you on your journey. This book is a shining example of a product designed for its users!”

—Lewis Black, CEO, Actian Corporation

“I first met Satyam in 2014 and was struck by his passion for and insights in user experience design. He was ahead of the times in recognizing the strategic importance of good user experience for business and anticipated the movement towards consumerization of enterprise applications. This book should be a required reading for business leaders—even a cursory reading of this book will influence their mindset and help them realize that investment in superior customer experience could be a significant and long‐lasting strategic advantage.”

—Venk Shukla, General Partner, Monta Vista Capital

“A treasure trove of experience frameworks, best practices, plays, and insights for enhancing design impact to the next level. I wish I had these experience frameworks early on in my career. A must‐read for all design and business leaders. Absolutely priceless.”

—Arin Bhowmick, Chief Design Officer and Group Vice President, IBM Products

“Satyam strikes a perfect balance between demystifying experience strategy and elaborating its practical application in this book. A must‐read for not only UX professionals but also for executives of all functions. And I can see how this book will be equally helpful for early career employees and seasoned leaders. Why has nobody else written about this before?”

—Bora Chung, Chief Experience Officer, Bill.com

“The ‘experience economy’ has taken hold, and excelling at experience design has become a decisive success factor for any organizations creating genuine value for consumers, enterprises and the public sector. This is a well‐structured and a pragmatic playbook validated by products and services that are transforming businesses, which also doubles as a thoughtful guide orienting game‐changing collaboration with confidence.”

—Jose de Francisco, Chief Designer, Distinguished Member of Bell Labs, Nokia CNS

“User experience design is still a topic not well understood by most. Satyam has taken his decades of experience in user experience design and distilled it into easy‐to‐read and ‐consume topics. A must‐have book for all business leaders that struggle to understand what the heck does the design team do besides arguing over color palettes for the user interface.”

—Anoop Tripathi, Chief Technology Officer, Interactions LLC

“This playbook is a must‐read for all practitioners and leaders engaged in crafting experiences. Satyam shares an easy‐to‐implement toolkit to transform an organization through user‐centricity and experience design.”

—Gaurav Mathur, VP of Design, Flipkar

“Satyam achieved something uncanny—he wrote a book about the practice of user experience design that is equally important for design leaders and practitioners, business executives, product managers, and engineers. User Experience Design: A Practical Playbook to Fuel Business Growth provides the shortest path to making products, teams, and organizations user centered. Highly recommended read.”

—Marcin Treder, UX Manager, Google Inc.; ex‐CEO, UXPin Inc.

“A must‐read for all product marketing, development, and management professionals looking to compete in the digital age. Satyam crystalizes years of experience into a replicable framework and toolkit for utilizing the power of design thinking and user‐centered innovation to drive meaningful organizational change. He utilizes real‐world examples to expose and question the business assumptions used to stifle innovation and propagate the status quo while teaching the reader how to overcome these misconceptions and discern where to invest (and not invest) resources to generate real value and engagement with customers.”

—Samuel Finger, Former Director of Solutions Management, Nokia Software

“Very few people are able to nail ‘business growth by design’ as articulately as Satyam’s (or this book) did. The step‐by‐step breakdown of mindsets establishes a solid playbook for any business leader with a user‐centric mindset to bring a successful revolution by design to their organizations.”

—Dhwani Soni, VP for Product and User Experience Design 8x8

“The PUX™ plays in this book provide a disciplined and practical approach that teams can use to make better design decisions across the customer journey. By focusing on bv.d, teams can scale up and maintain a focus on creating ongoing customer value.”

—Thomas DeMeo, VP of Product Management, Coupa Software

“As experience continues to become more central to the value that organizations create and deliver, it becomes even more important to teach people at every level in the organization how to design the right experiences. With that being the case, this is one of the most important books to be published in the last decade and will certainly help you (and your organization) understand how to employ the right mindset in everything you do.”

—Justin Lokitz, business model and strategy expert and coauthor of the bestselling books, Design A Better Business: New Tools, Skills, and Mindset for Strategy and Innovation, and Business Model Shifts: Six Ways to Create New Value For Customers.

“Satyam Kantamneni outlines a set of extremely practical best practices that will help teams and organizations deliver services to their customers that they will value and love. The book is essential reading for business leaders who want to understand how better UX unlocks business growth.”

—Greg Petroff, SVP of Research and Product Design, Compass