I’ve heard many marketers name “better user experience” as a 2012 interactive initiative, but I’m not sure that they understand what user experience is – or the fact that their design team (or worse yet, the person saying this herself) may not be qualified to analyze and improve the site’s “user experience.” This proclamation is often accompanied by words such as mobile, dynamic, depth, engaging, and interactive. What these people fail to understand is that user experience is an expertise, and it’s not the same as being a great graphic designer or digital specialist.
