User experience is more than design, it’s strategy

Systematic, deep thinking and research. Sounds academic.

“This is not an issue of corporations’ putting roles into silos. It’s a systemic problem of companies’ underestimating the importance of developing a deep understanding of their customers on an ongoing basis. More fundamentally, companies underestimate the great, untapped potential of UX professionals to leverage their deep understanding of customers at a strategic level within an organization. It’s time that we expand the role of User Experience beyond execution, beyond output, and yes, even beyond design.”

(Christopher Grant Ward ~ UXmatters)

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