User Experience (UX) has become a buzzword in today’s tech scene. It is said to be the future, yet it is on top of the list of jobs that are impossible to explain to your parents. But what UX really is? In this session, I will share some of the most commonly known UX myths and explain why they don’t hold true. I will share case studies from my past experience, the success stories and the failures, and why organizations need to pay attention to it.