UX as an Intangible Asset

The concept of user experience becomes crystal clear as soon as we replace “product” with the “hotel”.

“UX” stands for everything these days or, in other words, for nothing. UX has become such a broad term that it’s safe to define it as “something about UI, but not coding or programming”. Unfortunately, no one has bothered with codifying UX at the very beginning, fifteen years ago or so, as it has happened with usability. But the real action came later, at the arrival of iPhone, when hordes of...