I got to ask Don Norman what he thinks about the term UX. Once upon a time, a very long time ago, I was at Apple and you know we said the experience of using these computers is weak.

The experience when you first discover it, when you see it in the store, when you buy it, when you can't fit it into the car, it's in this great big box, it doesn't fit into the car, and when you finally do get it home, opening the box up and oh, it looks scary.

I don't know if I dare put this computer together.

All of that is user experience.

It's everything that touches upon your experience with the product, and it may not even be near the product.

It may be when you're telling somebody else about it.

That's what we meant when we devised the term "user experience" and set up what we called the "user experience architect's office" at Apple to try to enhance things.

Now, Apple was already pretty good, so we were starting with a good product making it even better. Today, that term has been horribly misused.

It's used by people to say "I'm a user experience designer.

I design websites or I design apps" and they have no clues to what they're doing, and they think the experience is that simple device, the website or the app or who knows what.

No, it's everything.

It's the way you experience the world.

It's the way you experience your life.

It's the way you experience the service or yeah, an app or a computer system, but it's a system.

It's everything.

Got it?