Remember websites back in the 90s? They looked like digital copies of the phone book — with giant blocks of text, clumsy graphics, and if you were lucky, a search bar. But they weren’t just ugly. They were difficult to use, too. That’s because they weren’t actually crafted with users in mind. The tools that web designers used were so primitive that just getting these sites off the ground was considered good enough.

Then competition increased. Companies soon realized that websites that looked like code vomit weren’t going to cut it. They needed to be beautiful. Intuitive. Easy to navigate.

They needed to be crafted with the user’s experience in mind.

And so the era of UX began.

By the mid-2000s, successful companies had already invested heavily in design thinking. Then Apple introduced the iPhone with all its apps, showing how a design-led company could become the most valuable brand in the world. You know how things went after that. More brands started investing in UX. Those who did not saw their value drop precipitously. In fact, 86% of users say they will drop an app if it’s difficult to use — as the bar for usability continues to get higher.

Suddenly, something that seemed like a luxury had become a necessity in just a few years.

The same thing is happening with video.

It’s not UX, it’s VX — the viewer experience. And just like UX transformed the way we think about websites and apps, VX will transform the way we look at video, making current production and consumption methods seem quaint within a matter of years.

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