Back To Schedule
Friday, October 14 • 1:30pm - 2:15pm
Yes, You Can Use UX to Solve Any Business Problem! 

Sign up or log in to save this to your schedule, view media, leave feedback and see who's attending!

Feedback form is now closed.
UX principles can be applied to solve any business problem! In this talk, we will walk you through how we approach any problem from a behavior design lens. A behavior design focus means going beyond the traditional double diamond model. It means truly engaging your clients and their customers – identifying systemic thinking, ways of working, any cognitive bias, and things that have worked well (or not) in the past.

Once we understand how best to engage our clients, we do stakeholder and behavior mapping, and customize our approach accordingly, ultimately helping us reach the desired UX outcomes.

We will walk you through a case study where we created a new brand identity for a multi-billion-dollar technology company using behavior design principles to craft a unique UX approach. We coupled that with the art of brand design and the science of neuroscience-based testing to create a winning brand.

This case study around branding is an area typically not approached with UX and behavior design. Through it, we’ll show you how to identify biases and apply behavior design principles, using design and neuroscience-based testing – an approach you can apply to any business challenge you may face.

avatar for Neeta Goplani

Neeta Goplani

Co-Founder, Circle & Square
I am currently the proud co-founder of a small UX agency called Circle & Square. Prior to that, I was the Global Head of Customer Experience & Strategy for Manulife's global asset & wealth management business, leading a cross-functional team of CX & UX experts across Asia, Canada... Read More →
avatar for Dana Cox

Dana Cox

Co-Founder, Circle & Square
I'm the co-founder of a small UX agency called Circle & Square. I've spent 20 years in design and behavioral science and am guided by a strong belief in design as a problem-solving tool – a way of recognizing and forming relationships between ideas and reality. Design's a method... Read More →

Friday October 14, 2022 1:30pm - 2:15pm EDT
Grand Ballroom