5. UX always existed

WE AREN’T DISCOVERING ANYTHING NEW.

What has changed in recent decades is the reorganization of disciplines, their communication, and their dissemination.

UX is as old as the world itself, and that is its great advantage. We shouldn’t hide it, but rather reinforce it.

There is no intrinsic value in considering that UX is made up of modern, trendy disciplines.

UX emerged from the very moment someone observed a user operating a product to understand how to improve it.

UX is old, mature, and proven. That’s what’s great about UX.