misconceptions
Whitney Hess, an independent user experience designer, writer and consultant, asked some of the most influential and widely respected [USA] practitioners in UX (including Steve Baty, Mario Bourque, Dan Brown, Liz Danzico, Bill DeRouchey, Will Evans, Chris Fahey, Kaleem Khan, Livia Labate, Erin Malone, David Malouf, Peter Merholz, Josh Porter, Louis Rosenfeld, Dan Saffer, Jared Spool, and Russ Unger) what they consider to be the biggest misperceptions of what we do. The result is a top 10 list to debunk the myths.

User experience design is NOT…
1. …user interface design
2. …a step in the process
3. …about technology
4. …just about usability
5. …just about the user
6. …expensive
7. …easy
8. …the role of one person or department
9. …a single discipline
10. …a choice

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Eric Reiss wrote a nice follow-up post.