“(…) we’ll expand on our approach to mapping business value to User Experience and explain how we have put it to use. Our goal in sharing this information is to be as transparent as possible about our process and our intentions, so the greater UX community can pursue an important conversation that we’ve been eager to have. What is that conversation going to be about? It is a dialogue that centers around selling User Experience – which goes far beyond user-interface design – to all of our organizations. This is a dialogue in which we, as an industry, need to engage. Hopefully, hearing our story will inspire you to share your own story.”

(Lis Hubert a.k.a. @lishubert and Paul McAleer a.k.a. @paulmcaleer ~ UXmatters)