Keynote
Sep 12
10:40
30 min
Main Stage
About this Session
This talk explores the often-neglected superpower of product design: vision. Not just strategy decks or north star flows, but emotionally charged, speculative, team-energising visionary ideas and thinking, the kind that lifts teams out of the backlog and helps companies imagine what’s next.
Through a cinematic, storytelling-driven format, I’ll use familiar movie moments to illustrate why visionary design matters, how to start practicing it, and how to push through resistance when no one’s asking for it. This talk will be honest, fun, and deeply grounded in personal and team experiences.
Blair Fraser is a design leader passionate about helping teams tackle complex problems through collaboration, facilitation, and human-centered design. As a lead designer and manager at UserTesting, he enables companies to connect with their audiences, get valuable feedback and make better, insight-driven decisions. With 13+ years of experience spanning finance, startups, agencies, and L&D, Blair specializes in workshopping, strategy, and building impactful products.
Beyond design in his day job, he explores his own challenges with perfectionism and self-doubt through The Imperfect Designer, a Substack publication dedicated to helping creatives embrace imperfection and navigate the realities of their craft.
