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

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. …