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succeed if they provide stunning UX.

YouTube, Airbnb, Flipboard, Square, Pinterest, Etsy,

Path, AboutMe, Slideshare – all these well designed,

successful products were co-founded by designers.

Just think how Samsung and Apple fiercely fight

over design patents. They want to conquer customers’

emotions with unique designs. Remind yourself of

Microsoft, who surprised the design world with a

coherent, beautiful system across devices – Windows 8.

Google, the former engineers’ kingdom, redesigned all

its significant products and employs UX designers all

over the world. And of course Apple, the most valuable

company in the world, built its success on well-crafted

designs. These are all signs of a change of paradigm.

An incident that emphasized the growing importance

of UX design was O2 UK’s rejection of the sale of the

Blackberry Playbook, because of “issues with end-to-

end customer experience”. Take care of user experience

design, or you’ll kill your product before any user

touches it.

The age of user experience design 17