by From Design Function to Strategic Business Partner: The Evolution of UX
UX is evolving from a delivery function into a strategic organizational capability, changing what companies expect from research and design teams. Success today depends not only on creating effective user experiences but on influencing decision-making, aligning stakeholders, and ensuring customer thinking is embedded across the business.
Drawing on her experience leading global UX initiatives at Schneider Electric — as well as her previous work shaping digital experiences for Nike’s European platforms and apps — Kelly Frontani, Global Head of UX/UI, Schneider Electric, offers a practical perspective on how the role of UX is changing inside large organizations.
UX360: What motivates you to join the UX360 EU 2026, and what is the core message of your talk?
Kelly: I’m excited to join the UX360 EU summit in Berlin because it really brings people together to discuss specific topics. UX is such a broad discipline, and it helps to connect with others in the field, learn from each other and talk honestly about what’s working and what’s not.
My core message and viewpoint is that UX isn’t about designing screens or journeys anymore. It’s about shaping how the whole organization works and thinks. To create amazing user experiences, organizations need the right mindset, processes, and communication to ensure UX is inserted everywhere. It’s not an afterthought and shouldn’t be an afterthought.
UX360: How has this impacted your own work and your organization?
Kelly: We are actively working to help set the direction; we’re not just delivering designs. We are part of the strategy and continuously collaborate with multiple stakeholders and teams to ensure the best experience for the customer.
UX360: How has UX Research and Design as a practice evolved in the last couple of years, and how would you like to see it evolve in the next few?
Kelly: UX has changed in a big way, from being siloed to being integrated everywhere. AI tools have sped up the research, design work, and quality checks, making it possible for us to work faster and even more data-driven.
In the coming few years, UX will be an even bigger part of the ‘machine’, where we focus more on the outcomes instead of deliverables. We will play a stronger role at the senior leadership level, while we focus on the human-centred aspect of UX.
UX360: Given this evolution, what are two expected and two less obvious skills UXers should possess, and why?
Kelly: Expected skills:
- Everyone working in UX needs to understand the end-to-end journey, not just one touchpoint.
- We have to be able to interpret user insights and performance data to ensure we know what the right direction is for the customer moving forward.
Less obvious skills:
- Being able to move within an organization. Knowing who your stakeholders are and what their actual responsibilities are. Knowing how decisions are being made so you can ensure that UX designs actually get implemented.
- Communication skills are critical. You need to know how to talk to your stakeholders, how to propose the best UX and how to bring people together while always keeping the customer in mind.
UX360: Apart from work, what can delegates at the event talk to you about? Do you have any particular personal interests, hobbies or extracurricular activities and engagements?
Kelly: They can talk to me about:
- Entrepreneurship. I have experience in running my own small business and wearing every ‘hat’ in a small company.
- Balancing parenthood with having a career. This is still seen as taboo, especially for women. The challenges, the unexpected strengths and skills it gives you, and how it shapes the way you lead.
- Finding your own confidence. It can be tricky to master the ‘politics’ in any organization while staying true to yourself and finding your confidence to show up, sometimes be vulnerable and make decisions.
UX360: Last but not least, we are publishing “reading/listening guides” on our blog. Can you share your favorite recommendations for inspiration, learning, and leadership:
In your ears – Podcast:
The Higher Self by Danny Morel
This is a great choice for anyone interested in personal growth, clarity and becoming more intentional – both in life and leadership.
Must read – Book/Blog:
Start With Why by Simon Sinek
We shouldn’t do this just to do things to them, but actually understand purpose, action and great leadership.
Ikigai by Héctor García and Francesc Miralles
This book comes back to the topic of staying true to yourself and finding your true self. What inspires you and finding the right balance.
Kelly’s insights reflect exactly the kind of thinking UX360 Europe 2026 is designed to foster: a UX practice that moves beyond delivery to drive real organizational impact, influence senior decision-making, and keep the human at the center of business strategy.
Making UX Research Count at the Decision Level
For UX and research leaders, the focus is shifting from delivery to influence—ensuring insights shape decisions, not just inform them.
UX360 Europe 2026 brings together senior leaders working at that level. This is where leading organizations apply research to guide product strategy, examine case studies grounded in execution, and gain frameworks that link UX work directly to measurable business outcomes.
Connect with peers facing similar challenges and learn innovative methods and cutting-edge strategies from DHL, Google, Airbus, Mastercard, Volvo Cars, and more.
If you work in or with UX, research, or product teams, this is directly relevant to your role.
UX360 Europe 2026 | June 23–24 | Berlin, Germany
Register now.
