2FRESH Talk: How to unlock the full potential of what design has to offer by Andy Budd

The headliner of our second 2FRESH Talk in 2022 was a true legend: founder of one of the UK's most famous design agencies, Clearleft, and also the Adobe Design Circle community, venture partner at Seedcamp, author and last but not least design leader, Andy Budd. Andy presented his insight on what is holding us back from fulfilling the potential of design. He first warned the audience that they might feel upset or nervous while watching his talk, and in some extreme cases, the presentation might even put their entire careers and existence in question. So we add this disclaimer for designers among viewers of this video as well. In our opinion, the negative effects may not be so overwhelming. Nevertheless, Andy Budds' ideas are provoking and they have the capacity to be eye-opening. Prepare for some „tough love“ that designers need to hear. ▬ Contents of this talk ▬▬▬▬▬▬▬▬▬▬ 00:00 Intro 01:10 Design is at the peak of its influence 01:57 Designers are more disillusioned than ever before 08:15 Design is not as important as designers think 18:13 Our role was never to deliver a perfect product 21:24 Design's midlife crisis 26:30 How to demonstrate the value of design 36:00 In business, play poker, not chess 38:45 Growth design as a good example 41:28 Next evolution of UX design 43:00 Questions & answers ▬▬▬▬▬▬▬▬▬▬ ▬▬▬▬▬▬▬▬▬▬ Video recording of this talk can be found at our YouTube channel. You can find it at https://bit.ly/_2F_YT_channel