Part IV: Long-Term Operations

In building a practice, we must always think about sustainability. In the words of Bob Dylan, “He not busy being born is busy dying.” We have to design an organization that constantly moves forward—that constantly proves its economic value, and that protects its quality and capabilities.

The UX field will always keep growing. People are complicated, and their expectations and needs keep changing. Push your team to expand their skills and knowledge. A business needs to provide a better customer experience than the competition, and a mature UX practice is a key differentiator.

There is a whole set of new frontiers that our field will face. The globe is large and cultures are diverse, so we need to manage our design of international delivery. And the future will bring a whole set of new realities, new frontiers, and new technologies, to which we will need to adapt a human body and nervous system that evolved for life in the savannah.