Application development and delivery (AD&D) and customer experience teams are colliding when it comes to front-end development, user experience (UX), and design. Organizations want to bring user experience and design closer to the business. But they don't know to whom front-end developers should report: in the business or within central technology management groups. This report explores where and when organizations should be embedding front-end development into the business, and when front-end development must be owned by technology management groups.