User experience (UX) is often the deciding factor between choosing one product over another. From deciding which grocery store to shop at to choosing a cell phone to buy, the experience we have–or think we’ll have–can be as influential as other aspects of a product like price and functionality.

Infusion began adding UX members to engagements. “Greg [Brill, Infusion co-founder and CEO] said, ‘Hey, at this point customers aren’t yet asking for [UX], but they will soon so we should get ahead of it. We have to consider experience in design of all the things we build. No longer can solutions just be enterprise-scale and robust. They also have to be user-friendly and set in strategy,’” Spiess recalled.

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