As the transition to more complex structures and features occurred on the construction of websites, the rising need of expertise in solving the large scale website’s emerging problems that were more complex than the visual design side of things led to disciplines like information architecture, usability engineering and others to be practiced and valued. The title change was most likely also a byproduct of the web’s shift from being a static product to an important experience that boosts customer’s satisfaction for businesses, which leads to the concept of developing design practices that has a user centric approach. The push for creating a user centered agency was also to boost the web’s commercial potential in which sites could be populated by user generated content and create social influence. The web had to be an experience that was usable to millions of ordinary users who aren’t programmers or designers and therefore would interact with different expectations. User experience design is about surpassing the surface level flashy visual elements of the web and emphasizes on considering the functionality and research driven choices.
