If you want better UX, stop looking at your design team and whichever new sexy UI you’ve seen this week, take a long hard look at your organisation and whether it caring about UX is part of its cultural make up and what evidence there is, beneath the interface, of this being true.

When you dream about something, you have all these preconceived ideas of what it’s going to be, like this’ll be really cool y’know [and] then you do it and you’re like holy crap that was so much cooler than I thought it would be