Breaking up with the User in User Experience Strategy?

Last April, the UX leadership at my company, Slalom Consulting, gathered at an off-site meeting to get aligned on how best to brand and market our UX capabilities to our colleagues and clients. Slalom has a strong, seasoned UX team with people distributed across its local offices in the USA, as well as a national team that supports all of us. We excel at holistic, outside-in, omnichannel experience strategy work, which is an exponentially increasing growth area for us and an integral part of our business and technology services. It’s this type of UX strategy work that gets me pumped and makes me want to spring out of bed every morning. But as I discovered, some people at Slalom did not see this work as belonging to the User Experience practice.

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