Product Led Growth Leaders
158 - Beyond the Screen: The Essential Role of UX in Product Development and Customer Loyalty
Designing for Trust: The Enduring Power of User Experience with Therese Fessenden of Nielsen Norman Group
In this episode of the Product Led Growth Leaders podcast, host Thomas Watkins speaks with Therese Fessenden, Senior Experience Specialist at Nielsen Norman Group, about the evolving role of user experience (UX) in driving product success. With years of research and consulting experience at one of the most respected authorities in UX, Therese brings both practical frameworks and forward-looking insights for leaders navigating the intersection of design, business, and AI. The discussion explores how great UX isn’t just a design discipline—it’s a strategic advantage that defines how products grow, adapt, and build customer trust in an era of constant change.
Human-Centered Design in the Age of AI
Therese begins by reframing UX as a holistic discipline—one that extends beyond screens and visuals to include every touchpoint a user has with a brand. Whether it’s the onboarding experience, customer support interaction, or even offboarding process, each step shapes the relationship between product and user. She emphasizes that what users remember most isn’t the interface—it’s how the product made them feel. When organizations treat UX as a growth driver rather than an afterthought, they create lasting customer relationships built on trust and satisfaction.
The conversation also tackles the growing influence of AI in design and how teams can use it responsibly. While AI tools can accelerate design work, Therese warns that they often prioritize speed over substance, producing polished but shallow results. She stresses that AI should serve as a creative starting point, not a substitute for human research or judgment. The most successful product teams, she explains, are those that integrate AI thoughtfully—using it to enhance workflows while maintaining empathy, ethics, and usability at the core of their decisions.
Looking ahead, Therese shares her optimism about the role of designers and researchers in shaping more transparent, human-centered technology. As UX teams face tighter budgets and increasing automation, their greatest value lies in understanding users at a deep, behavioral level. She encourages leaders to invest in foundational UX skills—research, testing, and information architecture—because these disciplines ensure products remain usable, ethical, and accessible as the digital landscape evolves. By prioritizing real user feedback over synthetic personas and hype-driven design, companies can ensure that innovation truly serves people, not just trends.
About Therese Fessenden
Therese Fessenden is a Senior Experience Specialist at Nielsen Norman Group, where she focuses on UX research, design strategy, and education. As a consultant and instructor, she helps organizations bridge the gap between design practice and business goals, ensuring that every digital product delivers measurable value through human-centered design.
About Nielsen Norman Group
Nielsen Norman Group (NNG) is a global leader in user experience research, training, and consulting. Founded by Jakob Nielsen and Don Norman, NNG helps organizations create intuitive, accessible, and effective digital experiences backed by decades of behavioral science and usability testing.
Links Mentioned in This Episode
Key Episode Highlights
UX success depends on how users feel—not just how a product looks.
AI is a creative aid, not a replacement for real research or empathy.
UX should be measured as a growth lever, not a cost center.
Real user testing remains essential in an AI-driven design world.
Foundational UX skills—research, structure, and storytelling—create lasting product value.
Conclusion
As Thomas and Therese reveal, true product-led growth starts with understanding people. When UX is woven into every decision—from design to strategy—products become more intuitive, ethical, and impactful. In a world where AI is redefining design speed, it’s empathy and experience that keep innovation human.
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