The Business Case for Design

A virtual conference produced by Rosenfeld Media

Six speakers—ranging from a design-driven CEO to UX and CX pioneers—helped make the business case for design.

Dheeraj Pandey

Founder, CEO, & Chairman, Nutanix

Dheeraj is the Founder, CEO, and Chairman of Nutanix. He brings a wealth of experience of working at high growth enterprise software companies. Prior to founding Nutanix, Dheeraj was the VP of Engineering at Aster Data (now Teradata), where he helped build the product and its engineering team from the ground up. At Oracle, he managed the storage engine group for Oracle Database/Exadata, and co-authored numerous patents in the area of distributed databases. Dheeraj’s entrepreneurial spirit has been recognized with a number of prestigious awards including Dell’s Founders 50 and the E&Y Entrepreneur of the Year, Silicon Valley. Dheeraj is a Ph.D. dropout from University of Texas (Austin), where he was a Graduate Fellow of CS. He holds a BS in CS from the Indian Institute of Technology (IIT, Kanpur), where he was adjudged the “Best All-Rounder Student Among All Graduating Students in All Disciplines” and bestowed with the Distinguished Alumnus Award.

Kerry Bodine

Co-Author, Outside In: The Power of Putting Customers at the Center of Your Business

Kerry Bodine’s book, Outside In: The Power of Putting Customers at the Center of Your Business, helps business leaders understand the financial benefits of great customer experiences—and how their organizations must change in order to deliver them.

In 2014, she founded Kerry Bodine & Co., a customer experience consultancy focused on customer journey mapping and experience design. She’s also a frequent keynote speaker at conferences and private corporate events around the world.

Kerry’s ideas, analysis, and opinions have appeared on sites like The Wall Street Journal, Harvard Business Review, Fast Company, Forbes, and USA Today. She holds a master’s degree in human-computer interaction from Carnegie Mellon University.

Jeff Sauro

Author, Quantifying the User Experience

Jeff Sauro, PhD is the founding principal of MeasuringU, a User Experience Research firm with labs in Denver, Colorado. He has published over twenty-five peer-reviewed research articles and is the author of six books, including Customer Analytics for Dummies, Quantifying the User Experience and the forthcoming Benchmarking the User Experience. Prior to founding MeasuringU he worked for Oracle, PeopleSoft, Intuit and General Electric.

Jeff received his PhD in Research Methods & Statistics from the University of Denver, his Master’s in Learning, Design and Technology from Stanford University, and BS in Information Management & Technology and BS in Television, Radio and Film from Syracuse University.  He writes a weekly article on UX Measurement at

JD Buckley

Principal, UX Strategy & Research, ADP Innovation Center

For more than 15 years, JD has successfully led the introduction of user-centered research initiatives for a variety of entertainment, automotive, and medical products, working for both disruptive startups and enterprise organizations, including Yahoo, Disney, Idealab, DirecTV, Kelley Blue Book, Kaiser Permanente, and Daqri. She is a passionate advocate of collaborative, cross-functional design, multimethod user research, and data triangulation. Her work inspires and informs innovative solutions.

Nathan Shedroff

Founder, CCA Design MBA program

Nathan Shedroff is the executive director of Seed Vault Ltd, a Singapore-based platform for building a bot economy on the blockchain. He manages a cadre of experienced bot enthusiasts and technologists developing new ways to ensure user privacy, create a thriving bot industry, and create ways for people to profit form their quality work—all within this non-profit organization.

Nathan was the founder and chair of the ground-breaking Design MBA programs at California College of the Arts (CCA) in San Francisco, CA. This program prepares the next-generation of innovation leaders for a world that is profitable, sustainable, ethical, and truly meaningful by uniting the perspectives of systems thinking, design thinking, sustainability, and generative leadership into a holistic strategic framework.

He is a pioneer in Experience Design, Interaction Design and Information Design, is a serial entrepreneur, and researches, speaks and teaches internationally about meaning, strategic innovation, business value, and science fiction interfaces. His many books include: Experience Design 1.1, Making Meaning, Design is the Problem, Design Strategy in Action, Make It So, and the new Blindspot.

Nathan holds an MBA in Sustainable Management from Presidio Graduate School and a BS in Industrial Design from Art Center College of Design. He worked with Richard Saul Wurman at TheUnderstandingBusiness and, later, co-founded vivid studios, a decade-old pioneering company in interactive media and one of the first Web services firms on the planet. vivid’s hallmark was helping to establish and validate the field of information architecture, by training an entire generation of designers in the newly emerging Web industry. Nathan is on the board of directors for Teague and WE’VE. Email:

Jared Spool

Maker of Awesomeness at Center Centre/UIE

Jared M. Spool is a Maker of Awesomeness at Center Centre/UIE. Center Centre is the school he started with Leslie Jensen-Inman to create industry-ready User Experience Designers. UIE is Center Centre’s professional development arm, dedicated to understanding what it takes for organizations to produce competitively great products and services.

In the 39 years he’s been in the tech field, he’s worked with hundreds of organizations, written two books, published hundreds of articles and podcasts, and tours the world speaking to audiences everywhere. When he can, he does his laundry in Andover, Massachusetts.