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Om Malik of GigaOm argues that the cambrian explosion of mobile apps and cloud-based services as well as the exponential growth of data has led him to a very simple understanding: user experience is part of business logic.

“The emergence of the cloud has made a lot of the underlying technologies into commodities. Instead, the focus has shifted to creating smart and emotional experiences that use these ample commodities. The experiences are based on our social connections and are shaped by conclusions we can derive from data, but ultimately we need to make the experience memorable: and that is where design thinking comes into play. It is experience as a part of business logic.”