UX is Not Dead, It’s Evolving

In a world where digital experiences are becoming increasingly complex and interconnected, the conversation around user experience (UX) continues to evolve. I previously wrote an article titled "UX Is Dead, Long Live UX," which was published for Nielsen Norman Group on February 21, 2025. In this piece, I explored a critical shift from a narrow, product-level view of UX to a more holistic approach that encompasses the entirety of a customer's journey.

As businesses mature in their digital strategies and design systems, there has been a troubling trend of underestimating the value of UX investments. With the rise of artificial intelligence (AI) and automated solutions, some leaders have mistakenly concluded that traditional UX roles are no longer needed, leading to layoffs and a perception that UX is becoming commoditized. However, this view misses the essential truth that the real value of UX lies in its ability to foster lasting customer relationships and influence business success.

Key Points from "UX Is Dead, Long Live UX"

Is UX Dead?

The article begins by addressing the misconceptions surrounding the current state of UX. Despite layoffs and speculation about AI replacing UX roles, it is crucial to remember that value to customers equates to value for businesses. Organizations that ignore the human-centric approach risk losing competitive ground.

The New UX Paradigm

We must shift our focus from optimizing individual product interfaces to considering the macro-level experiences that customers have over time. As customers engage with brands across various channels, a journey-centric design approach allows organizations to create cohesive narratives that enhance overall satisfaction and loyalty.

Making Movies, Not Moments

Drawing an analogy from Disney's evolution from animated shorts to feature films, I emphasize the need for UX design to evolve similarly. Instead of merely designing isolated touchpoints, we should view them as part of a larger emotional narrative we should be weaving. This shift requires an updated operational approach to experience design that accommodates journey-centric strategies.

Journey-Centric Design + AI

Finally, the article outlines the advantages of integrating journey-centric design with AI capabilities. By upgrading our organization's design operating systems, we can leverage AI to personalize service delivery and improve outcomes significantly. This combination will ultimately maximize profitability and enhance customer satisfaction.

Conclusion

It's essential for businesses to transition from a narrow, product-focused view of user experience (UX) to a comprehensive, journey-centric perspective that encompasses the entirety of the customer experience.

As digital ecosystems mature and AI solutions become more prominent, it is crucial that organizations resist the temptation to undervalue UX, as it plays a vital role in fostering customer loyalty and satisfaction.

The future of UX lies in creating seamless customer journeys that span multiple channels and technologies, rather than concentrating solely on individual user interactions. This shift towards journey-centric design presents significant opportunities for innovation and enhanced business outcomes, ensuring that every design decision aligns with the broader goals of the customer journey ecosystem.

Ultimately, by embracing this holistic approach, businesses can cultivate deeper emotional connections with their customers, thereby driving long-term growth and competitive advantage in the marketplace.

Check out the original article, "UX Is Dead, Long Live UX."