Did you Begin your Career as a UX Designer?

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DOMINIC SANTUCCI: Back when I first started, we were very much a tool in the toolbox. You know you pull out your visual design tool, or you pull out your front-end web development, your marketing company would have a lead generation campaign, and they would deploy a micro site or something else that was quite black and white. Certainly now with where devices are going, even just simply the internet, how much data we consume, and all the digital touch points that are in our lives today, you know there has been a shift in, I call it an irreversible trend in, you know, leading with UX, leading with understanding what the users pin points, aspiration, goals are.

And the methods around extracting that or documenting that, has certainly become prioritised, and it’s become prioritised for all businesses, whether whatever industry you are in, communications, media, technology, finance. It’s become the most cost-effective way, and what I would say, the easiest way to success, and adoption of any site application that you’re building, is to put that user first. I think that for me is definitely the biggest change, and certainly the change that I’ve seen, over the last five years in particular. So we’re now not so much a hard skill, we’re now a method, we’re now an approach to solving problems.