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For many years I believed in UX. The so-called "user experience" of a website, app, or other digital product could spell the difference between success and failure. After all, an easy, intuitive, or convenient UX would make the customers life better, while simultaneously achieving the teams goals - usually, higher profit or lower service costs. In 1997 I started Creative Good with this belief in UX. And for a number of years, the belief proved to be right. Companies saw a material benefit from ...