There’s always a huge appetite in the business world to look for better, more efficient ways to do things and so innovation needs to be part of our daily lives. That’s how businesses gain an advantage, and where we try to help.
UX is really about putting people in the middle of the design process. It’s a little about designing software that looks good. Mostly it’s about understanding what motivates people, being empathetic to this and designing something that’s going to make a difference, and be pleasurable to use.