Duolingo's Head of UX, Mig Reyes, announced a shift from UX design to Product Experience (PX) design, aligning with the company's product-led focus. The change aims to better encapsulate the roles and functions of their design teams, which include Product Designers and Researchers. While some view this rebranding as a strategic move to enhance business identity in design, others criticize it as mere marketing. This shift draws attention to the evolution of design terminology and the importance of adapting to the changing landscape of user experience.
"We gave the umbrella name 'UX' a shot. It never stuck. It didn't feel like us. It felt... antiquated."
This change reflects 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, the father of UX - Don Norman coined the term UX design to encompass graphics design, industrial design, documentation, human interaction all into one package.
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