Now UX has to deliver on tactics and strategy.
“As usability and user research have matured, the emphasis has shifted from championing the concept of user-centeredness to making it happen on a daily basis. For many UX researchers, this can mean functioning tactically, like QA technicians. Even researchers who do foundational user research, which we tend to consider strategic, can face routinization, functioning as gatherers and packagers of descriptive information about users and leaving it to others to identify any decision-making implications. This is not a style of practice that earns the seat at the strategic decision-making table that so many practitioners seek.”