“The age of competing simply over features is over”. It has become clear over the years that designing a product around its features has become less important than creating a product based around its customers which provides a superior user experience.
UX is an umbrella term where there are disciplines within other disciplines i.e. information architecture, usability research etc. Cennydd and James go in to detail about the importance of having the perfect balance in user experience (UX) design, how the successful companies have followed their practises to release a successful product resulting in loyal customers and how smaller companies can adapt these disciplines to be successful themselves.