If your digital apps and services aren't designed with users in mind, you risk the wrath of the lizard brain's fight or flight instinct. But there is hope.
90% of an iceberg is below the surface. So is your user experience design. Neglecting UX to focus only on the UI that's visible above the surface can sink your digital product.
When we talk about creating better online experiences for real people, we usually focus on public-facing sites, apps, or software. But all too often, user experience thinking stops right there. And that’s a big problem.
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