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Last month, I had the privilege of helping create the visuals for the European Defence Innovation Forum 2025 — a gathering that matters not just for Ukraine, but for the future of European security as a whole.

The forum brings together the people shaping the next generation of defence: engineers and founders, policymakers and military leaders, investors and frontline practitioners. At a moment when Europe is rethinking how it defends itself — with Ukraine’s hard-won experience at the center of that conversation — an event like this carries real weight. The visuals had to carry that weight, too.

From a single logo to a full identity

I was handed one asset: the forum’s logo. My task was to turn it into a complete visual identity — strong, cohesive, and designed to command attention and communicate the significance of the messages delivered within.

An event identity lives everywhere at once. It’s on the stage and the screens behind the speakers, on printed programmes and wayfinding, on presentation slides and badges, and on everything shared online afterward. If any one of those pieces feels off-brand, the whole event feels less serious. So I extended the logo into a system — a disciplined palette, a clear typographic hierarchy, a consistent layout grid, and a set of templates the team could run with on their own. The goal was for the design to feel deliberate and authoritative, then step back so the ideas and the people on stage could take the spotlight.

Why this work matters to me

I’m deeply grateful to the organizing team for their trust. Opportunities to work on defence projects and initiatives that contribute directly to Ukraine’s future are exactly where I’m always happiest to put my energy and expertise.

Design in service of something this important is a rare privilege — and one I don’t take lightly.

In the fast-paced world of business, it’s easy for leaders to get laser-focused on short-term gains and bottom-line results. While this drive is essential for success, it can sometimes come at the expense of something crucial: user experience (UX).

The Problem: Disengaged Management & the Cost of Ignoring It

Many bosses and management teams prioritize metrics, profits, and quick wins over the quality of service and the user’s experience. This disconnect can lead to several issues, and the cost of ignoring them is significant:

• A study by Accenture found that poor customer experiences cost businesses $1.6 trillion annually in the US alone.
• McKinsey & Company report that companies with superior customer experience generate up to 10× the customer lifetime value compared to their competitors.

The User’s Perspective: “They Just Don’t Get It!”

Imagine Sarah, a busy professional trying to book a flight on a travel website. The interface is cluttered, the search options are confusing, and the checkout process is riddled with hidden fees. Sarah’s frustration mounts with each click, and she eventually gives up, booking her flight on a competitor’s website.

This scenario is all too common. Users often feel unheard and unseen by companies that prioritize profits over their needs. They crave intuitive interfaces, helpful customer support, and products that solve their problems, not create them.

Examples of Good UX & Quality of Service

• Restaurants — Consider Chipotle, where the focus is on fresh ingredients, customization, and a streamlined ordering process. They prioritize user needs with features like online ordering and dietary filters.
• Grocery stores — Wegmans consistently ranks high in customer satisfaction thanks to their wide selection, knowledgeable staff, and commitment to cleanliness. Their app lets users create shopping lists, manage loyalty points, and even order groceries for pickup.
• Mailing services — Zappos is known for its exceptional customer service, offering free returns and 24/7 support. Their user-friendly website and mobile app make shipping and tracking packages a breeze.

The UX Designer’s Solution: Bridging the Gap & the Impact

Just like designing a successful app or product, improving the user experience requires a strategic approach. Here are some key steps UX designers can take to bridge the gap between disengaged management and user needs:

1. Conduct user research. Understand user needs, pain points, and expectations through surveys, interviews, and usability testing.
2. Emphasize the user journey. Map out the user’s entire experience with the product or service, identifying areas for improvement.
3. Focus on data, not just opinions. Use data and analytics to support your recommendations and demonstrate the impact of UX improvements on key business metrics:
   • A study by Forrester found that companies with a strong focus on UX design see a 73% increase in ROI.
   • McKinsey & Company showed that companies that prioritize customer experience grow revenues 3× faster than competitors.
4. Build empathy within the team. Run workshops and training sessions to help leadership understand the user’s perspective and the value of UX.
5. Start small and iterate. Begin with small, achievable UX improvements and measure their impact to gain buy-in from leadership.

Remember: UX is not just about aesthetics; it’s about creating products and services that are useful, usable, and enjoyable for users. By bridging the gap between disengaged management and user needs, UX designers can play a critical role in driving business success and creating a loyal customer base.

Additional Resources

• The User Experience Honeycomb
• Nielsen Norman Group
• The Center for User Experience (cxpartners)

By working together, UX designers, users, and leadership can create a better experience for everyone.