Ask not what your organisation can do for UX; ask what UX can do for your organisation

Too often the case for UX is made on a purely theoretical level, but even compelling intellectual arguments aren't always enough to effect real change. To influence the culture of an entire organisation we need to demonstrate the real power of a UX-led approach through successful user-centred design. Using a UX-led catalogue improvement project as a case study, this chapter illustrates how to overcome resistance to change by focusing on the outcomes rather than the methodology. 