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For many years I believed in UX. The so-called user experience of a website, app, or other digital product could spell the difference between success and failure. After all, an easy, intuitive, or convenient UX would make the customer s life better, while simultaneously achieving the team s goals - usually, higher profit or lower service costs. In 1997 I started Creative Good with this belief in UX. And for a number of years, the belief proved to be right. Companies saw a material benefit from making their products better - really, actually, better - for their customers. I ll call that Decade 1, from 1997 to 2007: the golden era of online UX, when companies were willing to invest in listening to customers in order to serve them better. Retail, finance, healthcare, travel, and other sectors all had some interest in improvement.

New yorkUnited statesHee jin kangGreg harrisonMark hurstJeff bezosJonathan lethemPam martensGoldman sachsStanford universityWhyi mCreative goodWall streetBig techCustomers includedAmazon prime