Head of Design Management - Experience

📍 Job Overview

Job Title: Head of Design Management - Experience

Company: Dyson

Location: Singapore - St James Power Station Headquarters, Singapore

Job Type: FULL_TIME

Category: Design Management / User Experience (UX) Operations

Date Posted: 2026-05-15T00:00:00

Experience Level: 10+ years

Remote Status: On-site

🚀 Role Summary

• Lead and build a new team of Experience-led Design Managers to elevate Dyson's end-to-end user experience across all product categories.

• Define and champion the global vision, strategy, and standards for world-class user experience, integrating both physical and digital touchpoints.

• Act as a senior advocate for the user, ensuring user insights and feedback are central to product development, feature definition, and innovation pipelines.

• Drive cross-functional alignment and collaboration between Engineering, Design, Digital, Commercial, and Supply Chain teams to achieve user-centered product goals.

• Oversee the establishment and evolution of the Design Management – Experience function, including hiring, training, process implementation, and fostering a culture of excellence.

📝 Enhancement Note: This role is positioned at a senior leadership level within Dyson's CTO organization, focusing on the strategic and managerial aspects of user experience design. It requires a blend of strong leadership, strategic vision, and deep understanding of both physical and digital product development lifecycles. The emphasis on "Experience-led Design Managers" suggests a mandate to embed user-centricity deeply within product development processes, moving beyond traditional UX roles to a more integrated management function.

📈 Primary Responsibilities

• Architect and cultivate a high-performing team of 'Design Manager – Experience' professionals, emphasizing continuous growth, curiosity, and excellence.

• Establish and uphold a visionary strategy and stringent standards for best-in-class user experiences across Dyson's diverse product portfolio (Robotics, Environmental Care, Floorcare, Beauty, and new categories).

• Serve as the primary champion for the user throughout the entire product lifecycle, from initial concept to post-purchase engagement, ensuring user insights are paramount in decision-making.

• Provide direct coaching, mentorship, and strategic direction to the team, setting measurable performance goals and fostering individual development.

• Define, implement, and refine the operational framework for the 'Design Management – Experience' function, including recruitment, onboarding, and embedding new operational processes.

• Assume ownership and comprehensive oversight of all facets of end-to-end user experience for Dyson products, ensuring consistency, innovation, and demonstrable business impact.

• Spearhead and inspire cross-functional project teams, fostering strong alignment with user-centered objectives across Engineering, Design, Digital, Commercial, and Supply Chain departments.

• Define and integrate requirements for robust data collection, analytics, and feedback loops to ensure continuous user insight informs current and future product development initiatives.

• Conduct comprehensive benchmarking of Dyson's product experiences against industry leaders, translating global trends into actionable opportunities and elevated standards.

• Proactively identify and drive the development of novel, future-facing user experiences that are inventive, differentiated, and reinforce Dyson's innovation leadership.

• Present strategic plans, progress updates, and critical user insights to C-level stakeholders, securing buy-in and influencing investment decisions across the organization.

• Maintain ultimate accountability for the successful delivery of user experience objectives, ensuring adherence to timelines, specifications, cost constraints, and quality standards.

• Cultivate and manage strategic relationships with global stakeholders, commercial teams, and external partners to amplify Dyson's user experience ambitions.

• Champion and drive a culture of relentless continuous improvement within the team and across functions, seeking out and implementing better ways of working and new business standards.

📝 Enhancement Note: The responsibilities highlight a significant strategic and operational mandate. The emphasis on "end-to-end user experience" implies a need for strong process ownership and integration across the product development lifecycle. The expectation to "Define and embed requirements for data, analytics, and feedback mechanisms" points to a data-driven approach to UX management, requiring a candidate comfortable with operationalizing insights into product strategy.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's or Master's degree in Design, Human-Computer Interaction (HCI), Product Management, Business Administration, or a related field is typically expected for senior leadership roles of this nature.

Experience: A minimum of 10+ years of progressive experience in product or user experience management, with a significant portion in leadership roles within technology-led, design-driven organizations.

Required Skills:

• Visionary Leadership: Proven ability to articulate and execute a compelling vision for user experience, setting high standards and inspiring confidence across teams and stakeholders.

• Team Development & Management: Demonstrated success in recruiting, coaching, mentoring, and developing high-performing teams, fostering an environment that maximizes individual potential.

• Strategic Planning & Execution: Capability to synthesize complex market data, user trends, and business objectives into clear, actionable, and impactful user experience strategies.

• Executive Communication: Exceptional ability to engage with and influence senior leadership, translating intricate insights and strategic recommendations into concise, compelling narratives.

• Cross-functional Influence & Collaboration: Adept at building strong relationships across diverse departments (Engineering, Design, Digital, Commercial, Supply Chain) and driving consensus towards shared user-centered goals.

• Data- and Insight-Driven Decision Making: Obsessive focus on leveraging user feedback, analytics, and market research to inform strategic decisions and drive continuous learning and improvement.

• Agile Mindset & Resilience: Ability to thrive in a fast-paced, high-growth environment, demonstrating resilience, adaptability, and a relentless pursuit of improvement for users, teams, and the business.

• Deep understanding of physical and digital product experience, with a proven record of delivering a portfolio of globally successful products and solutions.

Preferred Skills:

• Experience in managing global product portfolios across multiple categories.

• Familiarity with design thinking methodologies and their application in an operational context.

• Experience in building and scaling new functional teams or departments.

• Profound understanding of UX operations, including process optimization, tool implementation, and performance metrics.

• Ability to connect user experience initiatives directly to business outcomes and ROI.

📝 Enhancement Note: The "About You" section strongly implies a need for leadership experience in organizations that prioritize design and technology. The listed skills and behaviors are critical for success in this strategic role, requiring a candidate who can not only manage but also innovate and influence at the highest levels. The "10+" years of experience is a key indicator of the seniority of this position.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Evidence of building and scaling high-performing design management or UX leadership teams.

• Case studies demonstrating the strategic definition and delivery of exceptional end-to-end user experiences across both physical and digital products.

• Examples of successfully influencing senior stakeholders (C-level) to drive user-centered strategies and investment.

• Demonstrations of how user insights, data analytics, and feedback mechanisms were integrated into product development processes to drive measurable improvements.

Process Documentation:

• Detailed examples of process frameworks established for design management or UX operations, including hiring, training, and performance management systems.

• Documentation of methodologies used to define and embed user experience standards and strategies across product categories.

• Case studies detailing the implementation of data, analytics, and feedback mechanisms to inform product development cycles.

• Examples of how global trends and market benchmarking were translated into actionable product experience strategies and operational processes.

• Demonstrations of process improvements implemented to enhance team efficiency, collaboration, or product quality.

📝 Enhancement Note: Given the senior leadership and strategic nature of this role, the expectation for a portfolio is high. It should not only showcase past achievements but also demonstrate strategic thinking, team-building capabilities, and operational process development in the realm of user experience management. The emphasis on "end-to-end" and cross-functional integration suggests a need for portfolio pieces that illustrate systemic impact.

💵 Compensation & Benefits

Salary Range: For a Head of Design Management - Experience role in Singapore with 10+ years of experience in a technology-led, design-driven company, the estimated salary range is SGD 180,000 - SGD 280,000 annually. This estimate is based on industry benchmarks for senior leadership positions in Singapore, considering the high demand for specialized UX and design management talent in the tech sector, and Dyson's reputation as a premium employer.

Benefits:

• Comprehensive Health Insurance: Including medical, dental, and vision coverage for employees and their dependents.

• Generous Paid Time Off: A competitive annual leave allowance, plus public holidays.

• Retirement Savings Plan: Contributions to a local pension or provident fund.

• Performance-Based Bonuses: Annual bonus opportunities tied to individual and company performance.

• Stock Options/Equity: Potential for long-term incentives through company stock or options.

• Employee Discounts: Significant discounts on Dyson products.

• Professional Development: Budget for training, conferences, and continuous learning.

• Relocation Assistance: Support for international candidates moving to Singapore.

• Wellness Programs: Initiatives focused on employee well-being and work-life balance.

Working Hours: Dyson typically operates on a standard 5-day work week, with approximately 40 hours per week. However, given the senior leadership nature of this role, flexibility may be expected to meet project deadlines and global stakeholder needs, potentially involving occasional work outside standard hours.

📝 Enhancement Note: Salary ranges for Head-level positions in Singapore are highly competitive, especially in innovation-driven companies like Dyson. The provided range reflects the seniority and strategic impact expected from this role. Benefits are standard for senior roles in multinational corporations based in Singapore, with an emphasis on comprehensive coverage and professional growth.

🎯 Team & Company Context

🏢 Company Culture

Industry: Consumer Electronics, Technology, Engineering, and Design. Dyson is a global technology company renowned for its innovative approach to product design and engineering, focusing on creating solutions that improve everyday life. The company operates in highly competitive markets, including Floorcare, Environmental Care (air purification, humidifiers), Personal Care (hair dryers, stylers), and emerging categories like robotics and lighting. Dyson's success is built on a foundation of rigorous research, development, and a relentless pursuit of engineering perfection.

Company Size: Dyson is a large, global enterprise. With over 13,000 employees worldwide and a significant presence in R&D and manufacturing, it operates with the agility of a growing company while possessing the resources and reach of a global leader. This size implies a structured environment with clear career paths, but also a culture that encourages innovation and individual initiative. For operations professionals, this means opportunities to work on large-scale projects, implement robust processes, and collaborate with diverse, distributed teams.

Founded: Dyson was founded in 1991 by Sir James Dyson. The company's origin story is rooted in a single invention—the bagless vacuum cleaner—and its subsequent growth has been driven by a continuous cycle of invention and reinvestment in R&D. This long-standing commitment to innovation and solving problems through engineering is central to Dyson's culture.

Team Structure:

• Operations Team Aspect 1: The Design Management - Experience team will be part of the CTO organization, reporting to the VP of New Product Development. This team is expected to grow and will likely comprise experienced Design Managers, each potentially overseeing specific product domains or aspects of the user journey.

• Operations Team Aspect 2: The Head of Design Management will report directly to the VP of New Product Development, indicating a senior position within the product innovation hierarchy. This role will work closely with other VPs and Directors across Engineering, Design, Digital, Commercial, and Supply Chain.

Methodology:

• Operations Process 1: Dyson emphasizes a data-driven and insight-led approach. This role will be responsible for embedding mechanisms to gather and leverage user feedback and analytics to shape product strategy and design decisions.

• Operations Process 2: The company's culture is built on a cycle of invention, iteration, and continuous improvement. The team will be expected to develop and refine user experience strategies that are both innovative and practical, ensuring rigorous testing and validation.

• Operations Process 3: Dyson is known for its engineering prowess and focus on delivering superior performance. The operations in this role will involve translating complex technical capabilities into intuitive and delightful user experiences, often through automation and intelligent design.

Company Website: https://www.dyson.com/

📝 Enhancement Note: Dyson's reputation for innovation and engineering excellence is a significant cultural factor. For operations professionals, this translates to a demanding yet rewarding environment where attention to detail, rigorous problem-solving, and a commitment to quality are paramount. The company's global scale offers opportunities for broad impact and exposure to diverse markets.

📈 Career & Growth Analysis

Operations Career Level: This role is at a senior executive/leadership level, specifically "Head of." It signifies direct responsibility for a critical function (Design Management - Experience) within a major organizational department (CTO, New Product Development). The scope includes building and managing a team, setting strategic direction, and influencing company-wide product development. This level requires a blend of deep functional expertise and strong strategic leadership and business acumen.

Reporting Structure: The Head of Design Management - Experience will report directly to the VP of New Product Development. This places the role at a critical juncture, bridging the gap between high-level executive strategy and the execution of user experience initiatives within product development. It implies significant exposure to senior leadership and a direct line of influence on product roadmaps.

Operations Impact: The operations of this role are central to Dyson's core value proposition: creating innovative products that offer superior performance and user experience. By defining and delivering exceptional end-to-end user experiences, this role directly impacts customer satisfaction, product adoption, brand perception, and ultimately, Dyson's market leadership and revenue growth. The focus on integrating user insights into product development ensures that Dyson's investments in R&D are aligned with genuine user needs and desires.

Growth Opportunities:

• Operations Growth Opportunity 1: Advancement to VP-level roles within the CTO organization or broader product development leadership, potentially overseeing larger functional areas or entire product divisions.

• Operations Growth Opportunity 2: Expansion of the current role's scope to encompass broader aspects of product strategy, innovation pipeline management, or digital transformation initiatives.

• Operations Growth Opportunity 3: Opportunities for leadership development through Dyson's internal programs, executive coaching, and participation in global strategic initiatives, fostering skills in global team management and digital product strategy.

📝 Enhancement Note: This role is a significant leadership opportunity within a globally recognized innovation company. The growth potential is tied to expanding strategic influence and leadership scope, aligning with Dyson's continuous investment in new product development and user-centric innovation.

🌐 Work Environment

Office Type: The primary work location is Dyson's Singapore headquarters at St James Power Station. This is a modern, state-of-the-art facility designed to foster collaboration and innovation. Dyson offices are typically equipped with cutting-edge technology and designed to be inspiring workspaces, reflecting the company's ethos of design and engineering excellence.

Office Location(s): Singapore - St James Power Station Headquarters. This location is a prominent landmark in Singapore, suggesting a significant investment in a central and accessible hub for Dyson's operations in the region.

Workspace Context:

• Workspace Aspect 1: The environment is expected to be highly collaborative, requiring frequent interaction with cross-functional teams. Open-plan areas, meeting rooms, and dedicated project spaces are likely to facilitate dynamic teamwork.

• Workspace Aspect 2: Dyson offices are equipped with advanced technology, including high-performance computing, digital collaboration tools, and potentially specialized design and prototyping resources, supporting efficient operations and innovation.

• Workspace Aspect 3: The role necessitates frequent engagement with peers, direct reports, and senior leadership. Opportunities for informal discussions, formal presentations, and collaborative problem-solving sessions are integral to the daily workflow.

Work Schedule: The role is on-site, emphasizing the importance of in-person collaboration and immersion in the company's innovative environment. While standard working hours are expected (approx. 40 hours/week), the senior leadership nature of the position may require flexibility to accommodate global project timelines, urgent issues, and strategic stakeholder engagements.

📝 Enhancement Note: Dyson's commitment to creating inspiring workspaces is a key aspect of its employee experience. For this role, the on-site requirement at a flagship location like St James Power Station indicates a focus on fostering a strong team culture and facilitating the intensive collaboration needed for innovation.

📄 Application & Portfolio Review Process

Interview Process:

• Process Step 1: Initial screening by HR/Recruitment to assess alignment with core requirements and cultural fit. Candidates should prepare a concise summary of their leadership experience and strategic UX vision, highlighting achievements relevant to Dyson's innovation focus.

• Process Step 2: A detailed interview with the hiring manager (VP of New Product Development) focusing on strategic leadership, team building, and experience management philosophy. Be ready to discuss your approach to setting UX vision and standards.

• Process Step 3: A panel interview with key cross-functional stakeholders (e.g., heads of Engineering, Digital, Marketing) to assess collaboration skills, ability to influence, and understanding of integrated product development. Case studies on past cross-functional projects are beneficial.

Portfolio Review Tips:

• Portfolio Tip 1: Curate a portfolio that clearly showcases your leadership in building and managing teams, not just individual UX contributions. Focus on team growth, process improvements, and strategic impact.

• Portfolio Tip 2: For each case study, structure it to demonstrate the "problem, solution, and result" with a strong emphasis on the "strategy" and "process" aspects. Quantify impact wherever possible (e.g., user satisfaction improvements, adoption rates, efficiency gains).

• Portfolio Tip 3: Include examples where you've successfully influenced senior stakeholders and driven significant product or experience changes. Highlight how user insights and data were leveraged to support your recommendations.

Challenge Preparation:

• Challenge Preparation 1: Be prepared for strategic scenario-based questions. For example, "How would you approach defining Dyson's UX strategy for a new emerging category?" or "How would you address a situation where Engineering and UX have conflicting priorities?"

• Challenge Preparation 2: Practice articulating your strategic vision and operational plans concisely and persuasively. Focus on clarity, impact, and how your approach aligns with Dyson's innovation-driven culture.

• Challenge Preparation 3: Prepare to discuss how you foster a culture of continuous improvement and user-centricity within a team. Emphasize your methods for coaching, performance management, and driving innovation.

📝 Enhancement Note: The interview process is designed to assess strategic leadership, cross-functional influence, and the ability to drive significant user experience initiatives at a global level. A strong portfolio demonstrating past success in these areas, coupled with a clear articulation of future vision, will be critical.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping Tools: While not directly managed, an understanding of tools like Figma, Sketch, Adobe Creative Suite, and potentially 3D modeling software (e.g., SolidWorks, Rhino) used by design teams is beneficial.

• Project Management & Collaboration: Proficiency with platforms like Jira, Confluence, Asana, or Trello for managing team workflows, tracking progress, and facilitating cross-functional communication.

• Presentation & Communication: Expertise in tools like Microsoft PowerPoint, Google Slides, or Keynote for developing and delivering impactful executive presentations.

Analytics & Reporting:

• User Analytics Platforms: Familiarity with tools for tracking user behavior and product performance, such as Google Analytics, Adobe Analytics, Mixpanel, or Amplitude.

• Data Visualization Tools: Experience with platforms like Tableau, Power BI, or Looker for creating dashboards and reports that communicate user insights and performance metrics to stakeholders.

• User Feedback & Research Tools: Knowledge of survey platforms (e.g., SurveyMonkey, Typeform), user testing platforms (e.g., UserTesting.com), and qualitative data analysis tools.

CRM & Automation:

• CRM Systems: While not directly managing CRM, an understanding of how customer data is managed and utilized within systems like Salesforce is valuable for understanding the broader customer journey.

• Workflow Automation: Awareness of how automation can streamline UX processes, though this might be managed by other departments. Familiarity with concepts of workflow optimization is key.

• Data Integration & Warehousing: Understanding how data from various sources (product analytics, CRM, market research) is integrated and stored is important for comprehensive insight generation.

📝 Enhancement Note: While this role is managerial, a strong understanding of the tools used in UX design, analytics, and project management is crucial for effective leadership and strategic decision-making. The emphasis on data-driven insights means proficiency with analytics and reporting tools is particularly important.

👥 Team Culture & Values

Operations Values:

• Operations Value 1: Innovation: A relentless pursuit of better solutions and a willingness to challenge convention, deeply embedded in Dyson's DNA. This translates to encouraging novel approaches to user experience and problem-solving.

• Operations Value 2: User-Centricity: Placing the user at the heart of all design and development decisions. This means a commitment to understanding user needs deeply and translating them into intuitive, delightful experiences.

• Operations Value 3: Engineering Excellence: A commitment to rigorous engineering, attention to detail, and high-quality execution. This applies to both the physical product and the digital experience, demanding precision and performance.

• Operations Value 4: Collaboration & Transparency: Fostering an environment where diverse teams work together openly, sharing insights and feedback to achieve common goals. This requires strong communication and a willingness to be accountable.

Collaboration Style:

• Collaboration Approach 1: Cross-functional Integration: The role demands seamless collaboration with Engineering, Design, Digital, Commercial, and Supply Chain teams. This involves active participation in project reviews, strategic planning sessions, and a proactive approach to aligning diverse perspectives.

• Collaboration Approach 2: Feedback-Driven Culture: Encouraging open and constructive feedback loops within the team and across departments to continuously improve processes, designs, and outcomes.

• Collaboration Approach 3: Knowledge Sharing: Promoting the sharing of best practices, user insights, and learnings across the global Dyson organization to foster a collective advancement of user experience standards.

📝 Enhancement Note: Dyson's culture is characterized by a strong emphasis on innovation, engineering rigor, and a user-first mentality. For operations professionals, this means working in a fast-paced, demanding environment where attention to detail and a drive for excellence are highly valued. Collaboration is key, requiring strong interpersonal skills and the ability to work effectively with diverse, global teams.

⚡ Challenges & Growth Opportunities

Challenges:

• Operations Challenge 1: Defining and Embedding Global UX Standards: Ensuring consistent, world-class user experiences across rapidly evolving product categories and diverse global markets, while allowing for regional nuances. Mitigation involves robust process frameworks and clear communication channels.

• Operations Challenge 2: Balancing Innovation with Execution: Driving groundbreaking user experiences while meeting stringent timelines, cost constraints, and engineering realities. This requires strong negotiation and prioritization skills, and a deep understanding of the product development lifecycle.

• Operations Challenge 3: Leading a New/Growing Team: Building and scaling a high-performing team of 'Design Manager – Experience' experts, establishing new processes, and fostering a strong team culture in a dynamic environment. This necessitates strong people management and organizational development skills.

Learning & Development Opportunities:

• Learning Opportunity 1: Strategic Leadership Development: Opportunities to hone skills in executive decision-making, global strategy formulation, and large-scale team management through Dyson's internal leadership programs and real-world application.

• Learning Opportunity 2: Industry Trend Immersion: Access to cutting-edge research, industry conferences, and internal innovation forums to stay abreast of the latest trends in user experience, AI, connected devices, and product design.

• Learning Opportunity 3: Cross-Functional Expertise: Deepening understanding of engineering, digital product development, commercial strategy, and supply chain operations through close collaboration, providing a holistic view of product creation.

📝 Enhancement Note: This role presents significant challenges related to strategic leadership, organizational development, and cross-functional influence within a highly innovative company. The growth opportunities are substantial, offering a path for seasoned leaders to shape the future of product experience at a global scale.

💡 Interview Preparation

Strategy Questions:

• Operations Question 1: "Describe your philosophy on building and leading a best-in-class user experience management team. How would you foster a culture of innovation and excellence, and what metrics would you use to measure team performance?" (Preparation: Focus on team building, coaching, performance management, and data-driven success metrics. Use examples of teams you've built and their achievements.)

• Operations Question 2: "How would you define and operationalize Dyson's 'end-to-end user experience' strategy across diverse product categories like robotics, floorcare, and beauty? What are the key challenges, and how would you ensure consistency while driving innovation?" (Preparation: Articulate a strategic framework, emphasizing user research integration, cross-functional alignment, and phased rollout. Discuss how you balance global standards with product-specific needs.)

Company & Culture Questions:

• Operations Question 4: "Dyson is known for its relentless innovation and engineering rigor. How does your experience in user experience management align with and contribute to this core company ethos?" (Preparation: Research Dyson's history, key innovations, and stated values. Connect your experience in user advocacy and design leadership to their engineering-first approach.)

• Operations Question 5: "Describe your experience working with C-level executives. How do you effectively communicate complex UX strategies and their business impact to gain buy-in and secure resources?" (Preparation: Prepare concise, impactful examples of stakeholder presentations and successful advocacy for UX initiatives. Focus on quantifiable results and strategic alignment.)

Portfolio Presentation Strategy:

• Presentation Strategy 1: Structure your portfolio around key leadership achievements. For each project, clearly articulate the business challenge, your strategic approach, the operational processes you implemented or managed, the team's role, and the quantifiable business and user outcomes.

• Presentation Strategy 2: When presenting metrics, focus on ROI. Connect UX improvements directly to business objectives such as increased customer satisfaction, higher conversion rates, reduced support costs, or improved product adoption. Use clear, visually appealing charts and graphs.

• Presentation Strategy 3: Be prepared to discuss your leadership style and how you empower your team. Engage interviewers by asking clarifying questions and demonstrating genuine interest in Dyson's mission and products. Show how you can drive a user-centric vision and operational excellence.

📝 Enhancement Note: The interview process will heavily assess strategic thinking, leadership capabilities, and the ability to drive tangible results through user experience management. Candidates should prepare to articulate their vision, demonstrate their experience with data-driven decision-making, and showcase their ability to influence at all organizational levels.

📌 Application Steps

To apply for this operations position:

• Submit your application through the Dyson careers portal via the provided URL.

• Concrete Preparation Step 1: Tailor your resume to highlight leadership experience in design management, user experience strategy, and team building within technology or design-driven companies. Quantify achievements related to user satisfaction, product adoption, or process optimization.

• Concrete Preparation Step 2: Develop a compelling executive summary for your application that encapsulates your vision for user experience at Dyson and your qualifications for leading this critical function.

• Concrete Preparation Step 3: Prepare a concise portfolio that showcases your strategic leadership, team development capabilities, and successful delivery of end-to-end user experiences. Focus on case studies that demonstrate cross-functional influence and data-driven decision-making.

• Concrete Preparation Step 4: Research Dyson's latest product launches, innovation initiatives, and stated company values. Understand their current market position and identify potential areas where enhanced user experience management can drive further success.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.