I also learned (re-learned? confirmed?) that experience design is absolutely an economic lever. At its most modest, it reduces engineering and maintenance costs by identifying requirements more accurately early on. It lowers support costs, because it makes it easier for people to self serve in digital channels. It drives desirable user behaviors that have direct financial impact and engender loyalty. And for companies with disruptive ambitions, it can help stake out new market opportunities in the experience gaps neglected by old-model industries.