Reflections on ambition, feasibility and collaboration in modern product teams Over the last 10 years, UX has gone through a massive shift. Around 2014 - 2015, when UX started becoming popular in the software industry, it was still a relatively new function. Designers were often told that UX was “naive” and that we needed to fight for a seat at the table - the table where business, product managers and leadership made decisions. Back then, when I was doing my Master’s in Com