2026

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Masterclass

Driving Business Impact Through Design in the AI Era

Driving Business Impact Through Design in the AI Era

Driving Business Impact Through Design in the AI Era

This masterclass helps designers and UX leaders strengthen their strategic position and clearly articulate business value in an AI accelerated environment. Participants will explore how the role of design is evolving, where it creates the most leverage, and how to move from execution to influence. Using practical frameworks and real world examples, the session focuses on positioning design as a strategic driver of transformation, not just a delivery function, and on communicating impact in a way that resonates with executives and skeptical stakeholders.

Who is it for?

Senior product designers and UX designers looking to move beyond execution and into strategic decision making and design managers and UX leads responsible for aligning design work with business outcomes

Top 3 Outcomes

#1

How the designer role is shifting in AI driven organizations

#2

Where design creates disproportionate business impact

#3

How to communicate design value in business language

Facilitating this session:

He started his career at Microsoft in the mid to late nineties, when design was just trying to get a seat at the table and came into the picture a couple of weeks before the product was shipped.

But as design grew as a discipline, Jason “grew up” alongside it—ultimately moving into design management at DirecTV, Ticketmaster, and now, UserTesting. As VP of Product Design at UserTesting, Jason leads a team of designers, writers, and researchers with the mission to enable real human insight and lead a movement for empathy.

He's joining our Main Stage to reveal how a company like UserTesting builds the product internally, in a somewhat meta-universe where UserTesting tests users with UserTesting.

Anna is VP of Product Design at UserTesting where she leads a global team of product designers and UX writers with the mission to enable real human insight and lead a movement for empathy.Anna joined UserZoom (now part of the UserTesting family) over a decade ago, and during her tenure, she has led the growth of the design team, helping scale the company as it expanded into new markets and strengthened its position in the UX research space by accomplishing 12 consecutive quarters of record revenue, leading ultimately to the acquisition by Thoma Bravo and the merger with UserTesting.

Get your Tickets

Save up to €600 booking group tickets.

Early Bird

Single Ticket

Join individually in Barcelona for both days, mix and match classes and workshops

€1.220

+21% VAT

Early Bird

Group of 2

Valid for 2 Tickets to the Barcelona event for both days, mix and match classes and workshops

€2.300

+21% VAT

Early Bird

Group of 3

Valid for 3 Ticket to the Barcelona event for both days, mix and match classes and workshops

€3.200

+21% VAT

Special pricing for designers living and working in Spain.

Write us an email to find out more.

What's included?

Access to 2-Day event

Pre-Event Networking Night

All food and drinks

Access to download materials of all classes for 6 months

Certificate of attendance

Not Included

Travel

Accommodation

Payment Methods

Credit Card

VISA, Mastercard, AMEX

Bank Transfer

Pay with Invoice

Pay in Installments

Via Klarna

Buy Now, Pay Later

Via Klarna

Get your Tickets

Save up to €600 booking group tickets.

Early Bird

Single Ticket

Join individually in Barcelona for both days, mix and match classes and workshops

€1.220

+21% VAT

Early Bird

Group of 2

Valid for 2 Tickets to the Barcelona event for both days, mix and match classes and workshops

€2.300

+21% VAT

Early Bird

Group of 3

Valid for 3 Ticket to the Barcelona event for both days, mix and match classes and workshops

€3.200

+21% VAT

Special pricing for designers living and working in Spain.

Write us an email to find out more.

What's included?

Access to 2-Day event

Pre-Event Networking Night

All food and drinks

Access to download materials of all classes for 6 months

Certificate of attendance

Not Included

Travel

Accommodation

Payment Methods

Credit Card

VISA, Mastercard, AMEX

Bank Transfer

Pay with Invoice

Pay in Installments

Via Klarna

Buy Now, Pay Later

Via Klarna

Get your Tickets

Save up to €600 booking group tickets.

Early Bird

Single Ticket

Join individually in Barcelona for both days, mix and match classes and workshops

€1.220

+21% VAT

Early Bird

Group of 2

Valid for 2 Tickets to the Barcelona event for both days, mix and match classes and workshops

€2.300

+21% VAT

Early Bird

Group of 3

Valid for 3 Ticket to the Barcelona event for both days, mix and match classes and workshops

€3.200

+21% VAT

Special pricing for designers living and working in Spain.

Write us an email to find out more.

What's included?

Access for 2 Days

Networking event

Meals & Drinks

Access to materials

Certificate of attendance

Not Included

Travel

Accommodation

Payment Methods

Credit Card

Bank Transfer

Installments and Financing with Klarna