Duolingo's Head of UX, Mig Reyes, announced a shift from 'UX design' to 'Product Experience (PX) design', reflecting the company's product-led philosophy. The new title aims to better align with their approach to product design roles, including Product Designers, Writers, and Researchers. Although responses vary, with some praising the move as a rebranding towards product-centric design and others questioning its validity, the change illustrates a broader industry trend towards evolving design terminology. The article also references the historical context of UX and its various interpretations over the years.
We gave the umbrella name 'UX' a shot. It never stuck. It didn't feel like us. It felt... antiquated.
This does show how companies are taking design titles more lightly and want to focus on the functions and skills that designers have.
Some called it a genius move where the company is giving a new identity to UX to focus on the business and products, while others called it a marketing gimmick.
This isn’t the first rebrand of UX that we’re witnessing. In 1993, Don Norman coined the term UX design to encompass various design fields.
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