We live in a world where we constantly use extremely well designed services (Uber, Amazon, Deliveroo, AirBNB, Coinbase, Revolut... etc).

These companies have invested billions in R&D to design the simplest, most user-friendly experiences possible, generating ever-increasing expectations from their users.

Achieving these new usability standards is not an easy feat, especially for smaller businesses looking to reach professional users, where UX delight and memorability is often not the priority.

However, going beyond the state of the art in UX is no longer an option and has become a marketing challenge and a key differentiator in many industries.