SXSW Interactive 2013

The End of Simple & The Future of User Experience


The Golden Age of user experience is now. The professional field of UX design is booming, and companies of all shapes and sizes are realizing the connections between consumer experience and their bottom line. With the “arrival” of UX design as a discipline has come the emergence of dominant voices and schools of thought.

One leading precept is that desirable user experience is “simple.” We might credit this guiding principle to Apple’s minimalist aesthetic, the childish playfulness of Google’s approach to product development, or even the end of unlimited data. Or perhaps cognitive science just tells us so.

In this session, we will entertain other, less-cited influences on “good” user experience. We will explore the notion that effective user experience is a historical product, a cultural construct, and a changing style. And we will consider what animated GIFs, big data, and the agency model can tell us about the future of user experience.

Additional Supporting Materials


  1. How, if at all, has user experience evolved?
  2. Are there user experience tastemakers?
  3. Who typifies the dominant principles of user experience? Who has successfully challenged the leading schools of thought?
  4. What does the growth of personalization mean for user experience?
  5. Are there signs of fatigue with “clean and simple”?



Sharon Bautista, Senior User Experience Designer, Designkitchen

Meta Information:

  • Event: Interactive
  • Format: Dual
  • Track: Design and Development
  • Track 2
  • Level: Intermediate

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