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The Future of UX:
Killing the Wireframe
Machine
NYC IxDA - November 14, 2013
*The Future of UX by UXPA New Jersey.

NYC IxDA

@lishubert

November 14, 2013
*Fragments by erix! on Flickr.
NYC IxDA

@lishubert

November 14, 2013
Lis Hubert	

@lishubert	

www.elisabethhubert.com

NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
A user experience is an interaction between an
organization and a user as perceived through a
user’s conscious and subcons...
A user experience is an interaction between an
organization and a user as perceived through a
user’s conscious and subcons...
User gets in a
car accident &
needs to
submit a claim
In a state of
shock

NYC IxDA

@lishubert

November 14, 2013
User gets in a
car accident &
needs to
submit a claim

Take photos of
the accident
with phone
and uploads to
submit claim....
User gets in a
car accident &
needs to
submit a claim

Take photos of
the accident
with phone
and uploads to
submit claim....
NYC IxDA

@lishubert

November 14, 2013
User gets in a
car accident &
needs to submit
a claim

Take photos of
the accident with
phone and
uploads to
submit claim....
User Insights

Combine with
Business
Insights

NYC IxDA

UX
Expertise
(Empathy,
Strategy,
Design)

Tech Insights

@lishube...
Discovery

@lishubert
NYC IxDA
*not quite clear on the concept by woodleywonderworks on Flickr.

November 14, 2013
Analysis

*analyse by LeonArts.at on Flickr.

NYC IxDA

@lishubert

November 14, 2013
Experience Strategy

NYC IxDA

*photo by Kevin Dooley on Flickr.

@lishubert

November 14, 2013
Product Roadmaps

NYC IxDA

@lishubert

November 14, 2013
A user experience is an interaction between an
organization and a user as perceived through a
user’s conscious and subcons...
If a company understands what customers want
(and who they are/how they feel) AND that
matches up with what they are or wa...
Revenue - business goals achieved, task success	

@redwinederous

NYC IxDA

@lishubert

November 14, 2013
We describe the role of the “User Experience
Architect’s Office”, which works across the
divisions, helping to harmonize th...
We describe the role of the “User Experience
Architect’s Office”, which works across the
divisions, helping to harmonize th...
The value of UX
Knowing what products and services to create,

NYC IxDA

@lishubert

November 14, 2013
User
Needs

Easier way to
deposit checks

NYC IxDA

@lishubert

November 14, 2013
User
Needs

Easier way to
deposit checks

NYC IxDA

+

Biz
Needs

More Checks
Deposited

@lishubert

November 14, 2013
User
Needs

Easier way to
deposit checks

NYC IxDA

+

Biz
Needs

More Checks
Deposited

@lishubert

+

Tech	

Capabilitie...
User
Needs

Easier way to
deposit checks

+

Biz
Needs

More Checks
Deposited

+

Tech	

Capabilities

Ability to deposit
...
The value of UX
Knowing what products and services to create, for
who,

NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
The value of UX
Knowing what products and services to create, for
who, and when to create them

NYC IxDA

@lishubert

Nove...
NYC IxDA

@lishubert

November 14, 2013
The value of UX
Knowing what products and services to create, for
who, and when to create them in order to facilitate
a hu...
The value of UX
Knowing what products and services to create, for
who, and when to create them in order to facilitate
a hu...
The value of UX
Knowing what products and services to create, for
who, and when to create them in order to facilitate
a hu...
The value of UX
Knowing what products and services to create, for
who, and when to create them in order to facilitate
a hu...
NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
Huh?

NYC IxDA

@lishubert

November 14, 2013
Keeping it real...

NYC IxDA

@lishubert

November 14, 2013
Not UX
NYC IxDA

@lishubert

November 14, 2013
Not An Experience

NYC IxDA

@lishubert

November 14, 2013
UI
NYC IxDA

@lishubert

November 14, 2013
A user experience is an interaction between an
organization and a user as perceived through a
user’s conscious and subcons...
User gets in a
car accident &
needs to
submit a claim

Has mobile
device

NYC IxDA

@lishubert

November 14, 2013
User gets in a
car accident &
needs to
submit a claim

Has mobile
device

NYC IxDA

Take photos of
the accident
with phone...
User gets in a
car accident &
needs to
submit a claim

Has mobile
device

NYC IxDA

Take photos of
the accident
with phone...
*sensitive noise / obvious 2 by milos milosevic on Flickr.
@lishubert
NYC IxDA

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
Characteristics of a Machine

1. It’s designed to be controlled by a driver or
operator.

* Characteristics of a machine a...
Characteristics of a Machine

2. It needs to be maintained, and when it breaks
down, you fix it.

* Characteristics of a ma...
Characteristics of a Machine

3. A machine pretty much works in the same
way for the life of the machine. Eventually,
thin...
NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
The Process

NYC IxDA

@lishubert

November 14, 2013
“This UX thing
is gold! But how
do I sell it?”

NYC IxDA

@lishubert

November 14, 2013
The Process

NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
YAY We have a good
“UX”!!!

NYC IxDA
Future Insights Live!

@lishubert

November 14, 2013
April 30, 2013
It’s designed to be controlled by a driver or
operator.

* Characteristics of a machine as defined by Dave Gray in The Con...
It needs to be maintained, and when it breaks
down, you fix it.

* Characteristics of a machine as defined by Dave Gray in ...
Works in the same way for the life of the
machine. Eventually, things change, or the
machine wears out, and you need to bu...
Closed System: self-contained and isolated from
its external environment. Because it is isolated
from its environment, a c...
“This is the dawning of the Age of Experience.”	

~ Jared M. Spool, 2007

* The Dawning of the Age of Experience by Jared ...
Successful Experience Design is...

* The Dawning of the Age of Experience by Jared M. Spool on Slideshare

NYC IxDA

@lis...
Then

Now
Industrial
Revolution

Age of
Experience

Machines rule!

Feedback is king!

NYC IxDA

@lishubert

November 14, ...
Trying to use methods
from here.

To be successful
here.

Then

Now
Industrial
Revolution

Age of
Experience

Machines rul...
*Cage in Decay by Mr. Physics on Flickr.

NYC IxDA

@lishubert

November 14, 2013
~ UX Unicorn
NYC IxDA

@lishubert

November 14, 2013
*estupid ego by !unite on Flickr.
NYC IxDA

@lishubert

November 14, 2013
The face of UX

*Timo Kohlenberg | Portrait by Timo Kohlenberg on Flickr.

NYC IxDA

@lishubert

November 14, 2013
UXer creates	

wireframe

NYC IxDA

@lishubert

November 14, 2013
UXers shows
wireframe as
the user
experience

UXer creates	

wireframe

NYC IxDA

@lishubert

November 14, 2013
UXers shows
wireframe as
the user
experience

UXer creates	

wireframe

Team sees
UXer as UX
and thinks
wireframes =
UX
NY...
UXers shows
wireframe as
the user
experience

UXer creates	

wireframe

Team sees
UXer as UX
and thinks
wireframes =
UX

T...
NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
cogito ergo sum	

I think therefore I am	


NYC IxDA

@lishubert

November 14, 2013
NYC IxDA
Future Insights Live!

@lishubert

November 14, 2013
April 30, 2013
NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
Read, Listen, Read

*play, read, or listen by jessleecuizon on Flickr.

NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
“Usability Testing” vs “Validating Ideas”

*The Crickett versus The Scorpion by Bill Gracey on Flickr.
@lishubert
NYC IxDA...
*The Crickett versus The Scorpion by Bill Gracey on Flickr.
@lishubert
NYC IxDA

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
• Framing the problem	

• Understanding the industry / competition 	

• Understanding tech feasibility	

• Understanding b...
1. Find a real UX job	


NYC IxDA

@lishubert

November 14, 2013
1. Find a real UX job	

2. Stop calling what you
do UX

NYC IxDA

@lishubert

November 14, 2013
UXers shows
real value of
UX as UX

UXer creates	

wireframe

Team sees you
as UX and
thinks
wireframes =
UX

Team wants
U...
UXer creates	

wireframe

UXers shows
real value of
UX as UX

Team wants
UX so
demands
wireframes

Team sees you
as UX and...
UXer creates	

wireframe

UXers shows
real value of
UX as UX

Team wants
UX so
demands the
real value of
UX

Team sees you...
UXer brings
the real value
it promised

UXers shows
real value of
UX as UX

Team wants
UX so
demands the
real value of
UX
...
Success!!

*Sarangkot Flight by `thedreamsky on Flickr.

NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
* From Beyond Philosophy

NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
*Problems are Opportunities by DonnaGrayson on Flickr.

NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

@lishubert

November 14, 2013
NYC IxDA

* 05122008 by pa1nt on Flickr.

@lishubert

November 14, 2013
“A ‘No’ uttered from the deepest
conviction is better than a ‘Yes’
merely uttered to please, or
worse, to avoid trouble.”	...
Welcome to the Age of
the Experience

NYC IxDA

@lishubert

November 14, 2013
Thanks!
@lishubert

NYC IxDA

@lishubert

November 14, 2013
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A talk presented at NYC IxDA, Future of Web Design NYC & Future of Web Design Prague which explains that UX is not equivalent to UI and why we need to stop saying it is.

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The Future of UX: Killing the Wireframe Machine

  1. The Future of UX: Killing the Wireframe Machine NYC IxDA - November 14, 2013
  2. *The Future of UX by UXPA New Jersey. NYC IxDA @lishubert November 14, 2013
  3. *Fragments by erix! on Flickr. NYC IxDA @lishubert November 14, 2013
  4. Lis Hubert @lishubert www.elisabethhubert.com NYC IxDA @lishubert November 14, 2013
  5. NYC IxDA @lishubert November 14, 2013
  6. A user experience is an interaction between an organization and a user as perceived through a user’s conscious and subconscious mind. It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against user expectations across all moments of contact. * From Beyond Philosophy NYC IxDA @lishubert November 14, 2013
  7. A user experience is an interaction between an organization and a user as perceived through a user’s conscious and subconscious mind. It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against users expectations across all moments of contact. * From Beyond Philosophy NYC IxDA @lishubert November 14, 2013
  8. User gets in a car accident & needs to submit a claim In a state of shock NYC IxDA @lishubert November 14, 2013
  9. User gets in a car accident & needs to submit a claim Take photos of the accident with phone and uploads to submit claim. In a state of shock Feeling of relief setting in. NYC IxDA @lishubert November 14, 2013
  10. User gets in a car accident & needs to submit a claim Take photos of the accident with phone and uploads to submit claim. In a state of shock Feeling of relief setting in. NYC IxDA @lishubert Receives email from insurance co. that claim successfully submitted. Relieved about claim. Goes to get car estimate. November 14, 2013
  11. NYC IxDA @lishubert November 14, 2013
  12. User gets in a car accident & needs to submit a claim Take photos of the accident with phone and uploads to submit claim. Receives email from insurance co. that claim successfully submitted. In a state of shock Feeling of relief setting in. Relieved about claim. Goes to get car estimate. User’s Perception NYC IxDA @lishubert November 14, 2013
  13. User Insights Combine with Business Insights NYC IxDA UX Expertise (Empathy, Strategy, Design) Tech Insights @lishubert November 14, 2013
  14. Discovery @lishubert NYC IxDA *not quite clear on the concept by woodleywonderworks on Flickr. November 14, 2013
  15. Analysis *analyse by LeonArts.at on Flickr. NYC IxDA @lishubert November 14, 2013
  16. Experience Strategy NYC IxDA *photo by Kevin Dooley on Flickr. @lishubert November 14, 2013
  17. Product Roadmaps NYC IxDA @lishubert November 14, 2013
  18. A user experience is an interaction between an organization and a user as perceived through a user’s conscious and subconscious mind. It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against user expectations across all moments of contact. * From Beyond Philosophy NYC IxDA @lishubert November 14, 2013
  19. If a company understands what customers want (and who they are/how they feel) AND that matches up with what they are or want be about, that company can design touchpoints, products and services that customers will use, love, and keep coming back to. Establishing a long-term relationship is, in my view, the ultimate goal (and probably the most profitable, to boot). @rayraydel NYC IxDA @lishubert November 14, 2013
  20. Revenue - business goals achieved, task success @redwinederous NYC IxDA @lishubert November 14, 2013
  21. We describe the role of the “User Experience Architect’s Office”, which works across the divisions, helping to harmonize the human interface and industrial design process across the divisions of Apple and ATG. NYC IxDA @lishubert November 14, 2013
  22. We describe the role of the “User Experience Architect’s Office”, which works across the divisions, helping to harmonize the human interface and industrial design process across the divisions of Apple and ATG. ! Donald Norman - 1995 NYC IxDA @lishubert November 14, 2013
  23. The value of UX Knowing what products and services to create, NYC IxDA @lishubert November 14, 2013
  24. User Needs Easier way to deposit checks NYC IxDA @lishubert November 14, 2013
  25. User Needs Easier way to deposit checks NYC IxDA + Biz Needs More Checks Deposited @lishubert November 14, 2013
  26. User Needs Easier way to deposit checks NYC IxDA + Biz Needs More Checks Deposited @lishubert + Tech Capabilities Ability to deposit checks from image November 14, 2013
  27. User Needs Easier way to deposit checks + Biz Needs More Checks Deposited + Tech Capabilities Ability to deposit checks from image Product Insight Online Check Deposit Tool NYC IxDA @lishubert November 14, 2013
  28. The value of UX Knowing what products and services to create, for who, NYC IxDA @lishubert November 14, 2013
  29. NYC IxDA @lishubert November 14, 2013
  30. The value of UX Knowing what products and services to create, for who, and when to create them NYC IxDA @lishubert November 14, 2013
  31. NYC IxDA @lishubert November 14, 2013
  32. The value of UX Knowing what products and services to create, for who, and when to create them in order to facilitate a human-centered relationship with one’s company. ! NYC IxDA @lishubert November 14, 2013
  33. The value of UX Knowing what products and services to create, for who, and when to create them in order to facilitate a human-centered relationship with one’s company. ! This keeps customers happy, NYC IxDA @lishubert November 14, 2013
  34. The value of UX Knowing what products and services to create, for who, and when to create them in order to facilitate a human-centered relationship with one’s company. ! This keeps customers happy, gives them what they need (while fulfilling business needs) and therefore... NYC IxDA @lishubert November 14, 2013
  35. The value of UX Knowing what products and services to create, for who, and when to create them in order to facilitate a human-centered relationship with one’s company. ! This keeps customers happy, gives them what they need (while fulfilling business needs) and therefore... keeps them coming back for more. NYC IxDA @lishubert November 14, 2013
  36. NYC IxDA @lishubert November 14, 2013
  37. NYC IxDA @lishubert November 14, 2013
  38. Huh? NYC IxDA @lishubert November 14, 2013
  39. Keeping it real... NYC IxDA @lishubert November 14, 2013
  40. Not UX NYC IxDA @lishubert November 14, 2013
  41. Not An Experience NYC IxDA @lishubert November 14, 2013
  42. UI NYC IxDA @lishubert November 14, 2013
  43. A user experience is an interaction between an organization and a user as perceived through a user’s conscious and subconscious mind. It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against user expectations across all moments of contact. NYC IxDA @lishubert November 14, 2013
  44. User gets in a car accident & needs to submit a claim Has mobile device NYC IxDA @lishubert November 14, 2013
  45. User gets in a car accident & needs to submit a claim Has mobile device NYC IxDA Take photos of the accident with phone and uploads to submit claim. Make sure can fit all claim information from website on to a smaller screen. @lishubert November 14, 2013
  46. User gets in a car accident & needs to submit a claim Has mobile device NYC IxDA Take photos of the accident with phone and uploads to submit claim. Receives email from insurance co. that claim successfully submitted. Make sure can fit all claim information from website on to a smaller screen. Reuse and send standard claim email. @lishubert November 14, 2013
  47. *sensitive noise / obvious 2 by milos milosevic on Flickr. @lishubert NYC IxDA November 14, 2013
  48. NYC IxDA @lishubert November 14, 2013
  49. Characteristics of a Machine 1. It’s designed to be controlled by a driver or operator. * Characteristics of a machine as defined by Dave Gray in The Connected Company NYC IxDA @lishubert November 14, 2013
  50. Characteristics of a Machine 2. It needs to be maintained, and when it breaks down, you fix it. * Characteristics of a machine as defined by Dave Gray in The Connected Company NYC IxDA @lishubert November 14, 2013
  51. Characteristics of a Machine 3. A machine pretty much works in the same way for the life of the machine. Eventually, things change, or the machine wears out, and you need to build or buy a new machine. * Characteristics of a machine as defined by Dave Gray in The Connected Company NYC IxDA @lishubert November 14, 2013
  52. NYC IxDA @lishubert November 14, 2013
  53. NYC IxDA @lishubert November 14, 2013
  54. The Process NYC IxDA @lishubert November 14, 2013
  55. “This UX thing is gold! But how do I sell it?” NYC IxDA @lishubert November 14, 2013
  56. The Process NYC IxDA @lishubert November 14, 2013
  57. NYC IxDA @lishubert November 14, 2013
  58. YAY We have a good “UX”!!! NYC IxDA Future Insights Live! @lishubert November 14, 2013 April 30, 2013
  59. It’s designed to be controlled by a driver or operator. * Characteristics of a machine as defined by Dave Gray in The Connected Company NYC IxDA @lishubert November 14, 2013
  60. It needs to be maintained, and when it breaks down, you fix it. * Characteristics of a machine as defined by Dave Gray in The Connected Company NYC IxDA @lishubert November 14, 2013
  61. Works in the same way for the life of the machine. Eventually, things change, or the machine wears out, and you need to build or buy a new machine. * Characteristics of a machine as defined by Dave Gray in The Connected Company NYC IxDA @lishubert November 14, 2013
  62. Closed System: self-contained and isolated from its external environment. Because it is isolated from its environment, a closed system is easier to control. * Characteristics of a machine as defined by Dave Gray in The Connected Company NYC IxDA @lishubert November 14, 2013
  63. “This is the dawning of the Age of Experience.” ~ Jared M. Spool, 2007 * The Dawning of the Age of Experience by Jared M. Spool on Slideshare NYC IxDA @lishubert November 14, 2013
  64. Successful Experience Design is... * The Dawning of the Age of Experience by Jared M. Spool on Slideshare NYC IxDA @lishubert November 14, 2013
  65. Then Now Industrial Revolution Age of Experience Machines rule! Feedback is king! NYC IxDA @lishubert November 14, 2013
  66. Trying to use methods from here. To be successful here. Then Now Industrial Revolution Age of Experience Machines rule! Feedback is king! NYC IxDA @lishubert November 14, 2013
  67. *Cage in Decay by Mr. Physics on Flickr. NYC IxDA @lishubert November 14, 2013
  68. ~ UX Unicorn NYC IxDA @lishubert November 14, 2013
  69. *estupid ego by !unite on Flickr. NYC IxDA @lishubert November 14, 2013
  70. The face of UX *Timo Kohlenberg | Portrait by Timo Kohlenberg on Flickr. NYC IxDA @lishubert November 14, 2013
  71. UXer creates wireframe NYC IxDA @lishubert November 14, 2013
  72. UXers shows wireframe as the user experience UXer creates wireframe NYC IxDA @lishubert November 14, 2013
  73. UXers shows wireframe as the user experience UXer creates wireframe Team sees UXer as UX and thinks wireframes = UX NYC IxDA @lishubert November 14, 2013
  74. UXers shows wireframe as the user experience UXer creates wireframe Team sees UXer as UX and thinks wireframes = UX Team wants UX so demands wireframes NYC IxDA @lishubert November 14, 2013
  75. NYC IxDA @lishubert November 14, 2013
  76. NYC IxDA @lishubert November 14, 2013
  77. cogito ergo sum I think therefore I am NYC IxDA @lishubert November 14, 2013
  78. NYC IxDA Future Insights Live! @lishubert November 14, 2013 April 30, 2013
  79. NYC IxDA @lishubert November 14, 2013
  80. NYC IxDA @lishubert November 14, 2013
  81. Read, Listen, Read *play, read, or listen by jessleecuizon on Flickr. NYC IxDA @lishubert November 14, 2013
  82. NYC IxDA @lishubert November 14, 2013
  83. NYC IxDA @lishubert November 14, 2013
  84. “Usability Testing” vs “Validating Ideas” *The Crickett versus The Scorpion by Bill Gracey on Flickr. @lishubert NYC IxDA November 14, 2013
  85. *The Crickett versus The Scorpion by Bill Gracey on Flickr. @lishubert NYC IxDA November 14, 2013
  86. NYC IxDA @lishubert November 14, 2013
  87. • Framing the problem • Understanding the industry / competition • Understanding tech feasibility • Understanding business model and need • Understanding the solution (sans interface) NYC IxDA @lishubert November 14, 2013
  88. 1. Find a real UX job NYC IxDA @lishubert November 14, 2013
  89. 1. Find a real UX job 2. Stop calling what you do UX NYC IxDA @lishubert November 14, 2013
  90. UXers shows real value of UX as UX UXer creates wireframe Team sees you as UX and thinks wireframes = UX Team wants UX so demands wireframes NYC IxDA @lishubert November 14, 2013
  91. UXer creates wireframe UXers shows real value of UX as UX Team wants UX so demands wireframes Team sees you as UX and sees the real value of UX NYC IxDA @lishubert November 14, 2013
  92. UXer creates wireframe UXers shows real value of UX as UX Team wants UX so demands the real value of UX Team sees you as UX and sees the real value of UX NYC IxDA @lishubert November 14, 2013
  93. UXer brings the real value it promised UXers shows real value of UX as UX Team wants UX so demands the real value of UX Team sees you as UX and sees the real value of UX NYC IxDA @lishubert November 14, 2013
  94. Success!! *Sarangkot Flight by `thedreamsky on Flickr. NYC IxDA @lishubert November 14, 2013
  95. NYC IxDA @lishubert November 14, 2013
  96. * From Beyond Philosophy NYC IxDA @lishubert November 14, 2013
  97. NYC IxDA @lishubert November 14, 2013
  98. NYC IxDA @lishubert November 14, 2013
  99. *Problems are Opportunities by DonnaGrayson on Flickr. NYC IxDA @lishubert November 14, 2013
  100. NYC IxDA @lishubert November 14, 2013
  101. NYC IxDA @lishubert November 14, 2013
  102. NYC IxDA * 05122008 by pa1nt on Flickr. @lishubert November 14, 2013
  103. “A ‘No’ uttered from the deepest conviction is better than a ‘Yes’ merely uttered to please, or worse, to avoid trouble.” ! ~Mohandas Gandi NYC IxDA @lishubert November 14, 2013
  104. Welcome to the Age of the Experience NYC IxDA @lishubert November 14, 2013
  105. Thanks! @lishubert NYC IxDA @lishubert November 14, 2013
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A talk presented at NYC IxDA, Future of Web Design NYC & Future of Web Design Prague which explains that UX is not equivalent to UI and why we need to stop saying it is.

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