The UX field has evolved over the years, but some fundamental lessons and principles have remained the same.

Photo by NordWood Themes on Unsplash

Over the past decade, the UX field has significantly matured to the point that many companies consider user research as the key driver for their strategy and direction. Qualitative research with users has always been at the heart of any solid UX process, it’s how we learn why people behave in a certain way or have a specific need. It’s also how we generate hypotheses that will get tested later using quantitative research methods.

However, now that teams can research at a regular pace and have access to users almost weekly, a new issue emerges — the quality of research.


Learnings from 3 years working on the mobile app UX for one of the largest airlines in the world.

For about 3 years, I was lucky enough to be part of a large team that shaped how millions of travelers experienced flying with one of the largest and most prestigious airlines in the world.

Just uttering the words “millions of travelers” makes it sound quite intimidating. It’s also one of those unique challenges that every designer should experience at least once in their careers; to design meaningful experiences that can impact and hopefully improve people’s lives, at scale.

Being embedded in the trenches with a large team of engineers and product people taught me some important and valuable lessons…


Up until 2015, I worked for about 3 years at one of the largest names in the advertising business in Dubai — which made me rub shoulders with many other agencies and blue-chip clients. I felt so lucky that I’m going to finally do great and “award-winning” work. In the end, isn’t that what large agencies are good at, winning awards for their creative work?

Well. No.

Here’s the thing, the way agencies are set-up for business is that they try their best to win a new client account by doing multiple rounds of pitching — throwing everything they have…

Robert Zikry

Sr. Manager of Product Design @talabat, Product Strategist & Design Mentor

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