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design a couple of years before the revolution, inspired
by the work of Don Norman (father of the term ‘user
experience design’, psychologist and former VP of
Apple). I understood that great products create a great
end-to-end experience: they shouldn’t be just usable,
but seductive, pleasurable and inspiring.
Working as a UX designer, UX manager and finally
creating UXPin – a set of tools for UX designers – I
soaked up the design industry. Even so, the revolution
came to me as a surprise.
When, together with my team-mate, we visited Silicon
Valley to discuss UXPin’s strategy with our clients,
investors and great UX designers, I was surprised to
hear, “This is the decade of user experience design”
from one prominent business angel.
“Design and marketing aren’t just as important as
engineering: they are way more important.” says Dave
McClure, founder of 500 Startups – one of the most
important startup incubators in the world, and he’s
got a point. The world has changed and products now
16 The age of user experience design
