Warning: This long post has become a very short book. :) I will read this out loud and respond to live questions on my live YouTube podcast on 24 May @ 6:30pm Italy time. Once that show has occurred, I will drop that video here for people who would rather hear the article read with intonation and hear how I responded to live audience questions.

We need to say this out loud: CX and UX practitioners at all levels (even experts and managers) are hired into companies that don’t understand what we do. We are then put on teams and…


It’s April 2021, and I have a prediction. I’m often asked where UX is going, if it can be saved, and who will be our seniors in 5 years. Let me tell you where I think it’s going because it’s going in two directions at the same time. The divide has started, but I believe it will deepen and widen before settling into a very new normal.

There are and will be two groups.

UX/UI Designers, UI/UX Designers, UX Designers, and Product Designers are often (but not always) visual designers who make wireframes. They rarely have extensive knowledge of cognitive psychology, human behavior, and the true foundations…


Consider what commonly happens now at most workplaces…

  • Project managers, business analysts, and others create projects around stakeholder’s ideas of “the problem,” who customers are, and what users might need.
  • Without great CX/UX qualitative research, customers’ real problems, tasks, or needs are unknown or misunderstood. You’ll tend to hear, “We don’t need to do that… we know our customers.”
  • We hear that there is no time for CX/UX research, architecture, or testing. We want somebody, anybody to make some wireframes so Engineering can start coding. …


I’ve never had an ISA but I’ve done some research on them. My impression is that they are predatory. They are designed for people who can’t afford the school and can’t get a traditional bank loan. People who wouldn’t have credit cards they could use. People who have no credit or bad credit.

They sound attractive since you won’t have to pay anything back until you get a job.

An “ISA” is an “income sharing agreement.” With whom would you like to share your income? Choose wisely.

But please make sure you have read the fine print. I spoke to a number of people with ISAs. I called one of the ISA companies as a potential customer (as…


What would the new year be without a list or set of predictions! Here is my list of things that should go extinct in 2021, but probably won’t. In no particular order.

It’s nearly 2021, but get ready for more of the same old.

Websites that pop up messages telling me, “We value your privacy.”

You don’t. Anyone who values my privacy wouldn’t want to set all kinds of cookies. You wouldn’t track me. You wouldn’t trick me into something I don’t want by claiming some companies have “legitimate interest” in my every move.

Posting about posting.

“I really wasn’t sure if I should post something to LinkedIn…” Then don’t. Or do. Sorry but we don’t care. Post if you have something important to say that…


You can barely throw a moldy orange without hitting someone who is currently writing or talking about using quantitative metrics to measure CX or UX success.

To some, CX/UX success is found in customer satisfaction surveys, NPS® scores (surveys asking if you’d recommend that company), and task related scores like how fast could the user accomplish something (and did we make that time longer or shorter, as the business might want). We also look at error rates, trust measurements, results of A/B tests, and more surveys trying to learn how “usable” your product or system is.

A/B testing image from DepositPhotos.com.

We end up with…


Somehow, as soon as CX/UX terms start to be meaningful, someone redefines them, often to try to make everybody feel like they can do our jobs.

Product, Engineering, Marketing, and other roles fiercely guard their own domain. They don’t want us doing their tasks. They don’t want us making decisions in their domains. If they want our opinion, they’ll ask, thank you very much.

We don’t want them doing our domain’s tasks or making decisions in our domains, but when we stand up for that, we’re told we’re gatekeepers and we have to “democratize” UX. Magically, the cries for democratization…


UX seems to be in a loop where everybody wants to turn something incredibly complex into “5 easy steps.”

We have design thinking’s 5 easy steps: empathize, define the problem, ideate, prototype, and test. Some will tell you that this is the UX process or a UCD process, but it’s not. Design thinking would be a perfect synonym for HCD only if we define each step as having a pile of phases and tasks that must be done by qualified experts. And you’d have to remove step 1 since having empathy isn’t a step. …


Originally published to cmswire.com on 5 May 2020.

Trying to figure out how user experience (UX) fits into agile inevitably brings up a number of problems. Many agile methodologies seem to have decided that UX isn’t really a part of the software development team, stating engineers can “do their own UX.” Some spackled the cracks with ideas garnered from the “Lean UX” book.

The “Lean UX” book is neither Lean nor UX. The UX community mostly disregarded the book for reasons including the model deprioritizing UX research, removing UX’s autonomy, reducing UX specialists to workshop facilitators, and the wild amount…


Originally posted to cmswire.com on 16 April 2020.

Metrics can show us that customers stopped at a certain point in a process, chose not to buy, or didn’t make it through an important task. Yet the metrics rarely know why. We can spin up qualitative CX research to learn the whys, but what if we could save that customer from ever ending up in the failure pile?

Delta CX Behavior Triggers is a model that disrupts how companies perceive and handle struggling customers. …

Debbie Levitt

Delta CX author | Customer Experience Strategist, Architect, Speaker, Trainer. “The Mary Poppins of CX & UX.” Learn more at DeltaCX.com.

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