“Bottom line: As we move out of the age of information and into the conceptual age, we are faced with the demand to create product experiences that are no less than exceptional.”

Designers today are being asked to do more than simply build visuals and hand them off to engineers. They are evolving into experts in user research (customer development), information architecture (IA), interaction design (IxD), visual design, and storytelling (copy writing and messaging). They also possess back-end skills and have a thorough understanding of the technology stack that the product is being built on. Just as importantly, they get the big picture and realize that user experiences are built around business models as well, including marketing, distribution, customer support, sales, business development and operations….opening up new markets and reconfiguring existing ones.

Read the full article on Venture Beat.