Mastering user-centric design during times of uncertainty

Insights Unlocked

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Show Notes

In this episode of Insights Unlocked, Jason Giles, VP of Design at UserTesting, sits down with Ryan Leffel, VP and Head of Design at Priceline. They explore what it takes to lead design teams during times of uncertainty, whether it's a global pandemic, economic shifts, or technological changes. Ryan reflects on his leadership journey, shares key lessons from managing through the COVID-19 crisis, and provides actionable insights for staying resilient, innovative, and customer-focused in turbulent times.

Ryan's career spans roles at major companies like RGA, Yahoo, and Quora before landing at Priceline, where he leads design and research across multiple platforms. His experiences have shaped his ability to adapt, solve problems creatively, and maintain focus on user-centered design, even when the external landscape is constantly shifting.

Key Takeaways:

1. Leadership in times of uncertainty: Ryan emphasizes the importance of staying calm and resilient as a leader. Leaders who remain composed encourage their teams to stay focused and avoid panic.
2. Staying true to your mission: Throughout times of change, it’s crucial to remain aligned with your company’s mission.
3. Creative problem-solving and efficiency: In today’s fast-paced environment, especially with fewer resources, creativity in how teams approach work is more important than ever.
4. Embracing change as an opportunity: Ryan discusses the mindset of viewing change not as a disruption, but as an opportunity for innovation.
5. Fostering a safe space for failure: Experimentation is a core part of design and research. By creating a culture where it's safe to fail, teams can iterate quickly and improve faster.
6. The role of AI in design and research: Ryan touches on the growing influence of AI in design and research. While there may be some initial skepticism, he believes AI is a tool that can assist—rather than replace—designers and researchers.
7. Cross-functional collaboration: One of the keys to building successful products is getting cross-functional teams involved early. This approach ensures alignment from the beginning and empowers everyone to contribute to the solution.