Duolingo has announced a significant change by rebranding UX design to Product Experience (PX) design. This decision reflects the company's identity as product-led, focusing on roles like Product Designers and Product Researchers. According to Mig Reyes, the term UX felt outdated and didn't resonate with their vision. While this rebranding has elicited mixed reactions within the design community, some view it as a necessary evolution to prioritize business-oriented design. The article highlights the ongoing trend of adapting design terminology to better align with organizational goals and practices.
"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."
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