UX Design never was about understanding the users and getting them from a to b with the best-fitting information architecture. It is not about a beautiful interface appearance and it is not about digital journeys that make you wow.
User Experience Design, that is not the thing where strategists are thinking about the best-possible user flows over and over and over again; where passionate creatives are manic about planning the most exciting animations nor is it about geeky frontend developers creating powerful interactions. This is not about websites or apps nor is it about smart devices and IoT. And of course, it never was about even so much more than just visual interfaces. Not voice nor deep learning nor augmented reality. UX Design is not what we understand as a way of seeing the chances in digitisation for our real lives. It’s not where we are feeling our heartbeats as zeros and ones.