Companies hire us to fight with each other. Let me explain.
If you’re like me, you bring a skeptical eye to industry predictions, ones that insist that by 2020 experience will overtake both price and product as a key brand differentiator. But with one year to go, this one seems to be coming true. Experience has emerged as the industry’s newest tool for driving brand growth, with user experience of sites, apps, tools and products as the tip of the spear. But what do we really mean when we talk about user experience?
