There has been an ever-brightening spotlight put on design and its business value over the past decade. That attention has been earmarked by the sweeping successes of companies who invest in it. I’m not talking about just brand and interface, but a broader definition of design. I’m talking about design as informed planning and deliberate decisions regarding how something looks, how it works and how it makes you feel.
There’s still many common misconceptions about what user experience design (UX, UXD) is amidst many of the companies that need and want to invest in it.