Duolingo's Head of UX, Mig Reyes, announced a rebranding of UX design to PX design, which stands for Product Experience. This shift was motivated by the company's product-centric approach and a need for terminology that resonates with their internal functions. Despite mixed reactions from designers onlineâsome praising it as a forward-thinking rebranding while others view it as a marketing gimmickâthe change signals a broader trend towards redefining design roles. Furthermore, the evolution of design terminology reflects ongoing shifts in the industry, akin to previous rebrands like Developer Experience in 2011.
We gave the umbrella name 'UX' a shot. It never stuck. It didn't feel like us. It felt... antiquated.
This change reflects a desire to focus on product functionality and identity, aligning with the companyâs product-led philosophy.
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