The fields of user experience and user research have taken a new shape over the past few years. No longer relegated to a few lone champions in any given organization, the user experience has become the concern of everyone from product designers to senior executives.

In today’s highly competitive market, customers have come to expect excellent experiences from digital products, and companies that aren’t delivering can quickly become irrelevant. Organizations are racing to understand their customers’ behavior and attitudes so they can meet their needs and earn their business. Because of growing customer expectations and increased pressure from competitors, organizations are starting to invest in user research early and often throughout development and beyond.

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