Duolingo has officially rebranded UX design to Product Experience (PX) design, signaling a focus on being a product-led company. According to Mig Reyes, the name UX felt outdated and did not align with their product-centric organizational structure, which includes roles like Product Designers and Product Writers. The shift to PX is generating mixed reactions within the design community; some view it as a smart move to emphasize business alignment, while others see it as merely a marketing gimmick. This change reflects ongoing evolution in design terminology and priorities within the industry.
We gave the umbrella name "UX" a shot. It never stuck. It didn't feel like us. It felt... antiquated.
This change shows 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.
The scrutiny aside, this does show how companies are rethinking design roles and terminology in the context of their product-led strategies.
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