What Is User Experience 2.0?

Your Very Own Bubble Experience


In my previous article, I talked about how the current direction of technological advancement will lead to Uber-Personalized User Experience — UX 2.0. But What is UX 2.0? What will it look like to you and me? The current article intends to demystify some of the ideas I talked about.

Photo by Thomas Stephan on Unsplash


My Bank recently updated its Mobile User Experience. I am sure they meant well.

But well, now I have my screen dominated by tens of icons I never use, and navigating to the ones I do takes me no less than 4 clicks.

Maybe someone got benefited from this UX refresh. It was not me for sure.

That’s the problem with the current idea of User Experience.

Empathizing with the other side of the table, we can’t keep every customer happy. So we build to keep the maximum, or the chosen segment happy. We are used to building for cohorts, not people.

The end result is an extremely average User Experience.

There are two kinds of User Experience — “Average User Experience” aimed at masses, or “Targeted User Experience” that makes an average user unhappy. We live for the day to make every user feel special.


From static pages in Web 1.0, we have made rapid advances to the participative Web 2.0. As explained by Ben Thomson’s Aggregation Theory, the focus on User Experience has never been more. User Experience is one of the foremost things that differentiates or leads to the failure of Product Offerings.

The world will see accelerated technological advancements and the current pain points can only intensify as the inevitable technological advancements in the Decentralized Web 3.0 solidifies:

  • Decentralization with a massive influx in the Creator Economy will lead to decision paralysis in end-users.

People are less likely to make good decisions while consuming content
  • Intensified focus on Privacy will continue adding regulations on how companies obtain, use and retain user data.

Third-Party Personalization will be ineffective with reduced data flow to Products
  • Blockchain adoption will lead to accelerated innovation causing users to wield high bargaining power

The competition will reach sky-scraping heights with a fragmented overflowing market

How We Think About User Experience Needs To Adapt With The Tech Evolution

User Experience is providing a simple and elegant experience to users. But it is never simple to create something simple.


User Experience is powered by layers of thinking, iterations of designing, and careful contemplation about the simplest element.


Jesse James Garrett, in his Elements of User Experience, has provided a beautiful representation of what building a User Experience comprises.


Credits: Jesse James Garret’s http://uxdesign.com/assets/Elements-of-User-Experience.pdf


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