Jakob Nielsen

Their wordsUsers spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

Their wordsOn the contrary, a first-time visitor to a site will be able to use expert features without having to learn the site because he or she can transfer learning from other sites.

Their wordsThe winning system of the next decade will not be the one with the most aesthetically pleasing buttons, nor will it be the one with the fewest screens. It will be the system that best understands the human’s “job to be done,” autonomously selects the right tools on their behalf, clearly shows the user what is about to happen, and gracefully recovers when the user’s context is incomplete or ambiguous.

Their wordsSo no, UX doesn’t die; it metamorphoses. We’ll still craft humane experiences, but increasingly through policies, protocols, and orchestrations rather than panels and palettes.

Their wordsGUIs have superior usability because they show people what can be done rather than requiring them to articulate what they want.

Their wordsThe reason companies pay for design is to get customers to buy more and users to look at more advertisements.

Their wordsWhen a team of 10 AI-enabled super-designers can do the work that used to require a UX department of 100, the need for higher management levels shrivels. I call this the “pancaking” of the design profession.

Their wordsUX design has been steadily improving over the last 50 years and is now reasonably good. The low-hanging fruit of terrible usability has long since been picked.

Their wordsIn the world of high-stakes digital strategy, the “average user” is a dangerous statistical artifact.

Their wordsIn a vibe coding future, companies will hopefully invest more in understanding user needs, refining the interface, and polishing details that delight users, because those are harder for AI to get right without guidance.