UX isn’t as important as User Experiences

In the past few years UX has become a big part of the conversation about design and its benefit to business, where it had previously been a relatively small corner of the design universe, mostly concerned with how information is organized, how a user gets from Point A to Point B inside your application, and what form fields they’ll have to fill out (and how) once they get there, it is now a growing discipline that seems like it will consume all aspects of product and service design.

UX becoming important to business is not because business suddenly came to understand that what we were doing was important, but because UX slowly drifted into a holistic design discipline at around the same time that businesses finally became aware that products aren’t as important to people as experiences.