If creating a fantastic user experience were easy, everyone would be doing it. But just one quick search, online purchase, or first-time mobile game experience will prove that’s not the case. The user—and customer— experience is a living, breathing organism that requires constant interaction, understanding, and attention.

Several years ago, the idea of building, let alone scaling, a UX team was rare. We were only just beginning to embrace the idea that the user’s experience was important. But there’s no doubt that the companies that have zeroed in on user-centered design are reaping the benefits.

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