Sitback Blog

Since 2011, when Forrester proclaimed we’re in the age of the customer, we have been reading about return on investment through focusing on customers:

As User Experience practitioners, we have traditionally focused on understanding how users think, identifying customer pain points and envisioning a better experience for them.

In the last few years, there has been a significant increase in the awareness of the value of UX amongst business executives and decision makers. More and more companies are building their own internal UX teams, or contracting UX design and user research consulting services.