BLOG ES

At the beginning of this article series, I presented the claim that UX is broken. We examined how the linear model of the human being is a fiction and how artificial intelligence currently often only scales these errors. In the previous part, I introduced an alternative: a shift from lines to vectors and from narratives…

UX discourse is currently living through a paradox. At the same time that talk of better customer experience, AI-assisted design, and data-driven decision-making is accelerating, genuine understanding of the human being seems to be drifting ever further away. The problem is approached by adding tools, metrics, and intelligent systems, even though the foundation on which…

It is tempting to believe that the problems of customer experience can be solved with artificial intelligence. When language models are able to analyze vast volumes of feedback, produce fluent UX discourse, and simulate empathy, it creates the impression that understanding has finally been achieved. This impression, however, is misleading. The crisis of customer experience…

Customer experience measurement is often presented as a neutral activity. Metrics are assumed to describe reality as it is: customer satisfaction, service effectiveness, or the quality of interaction. This assumption, however, is misleading. Metrics do not merely describe reality; they actively shape what we come to recognize as experience in the first place. This is…