The success or failure of a product is less about the technology and more the user’s experience of the technology.  Be sure to find, keep, compensate, and celebrate those that are pushing the world of UX/UI forward. In the world of web services, design can no longer be outsourced or relegated to a department. As interfaces become companies, design

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Minimizing friction is merely one means to a great user experience. The goal of any design is not to minimize friction, it’s to help the user achieve some end. Reducing friction is often consistent with that end, but not always.