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APMG Midday Mentors: In this superb episode, Reynhardt Uys, Chief Experience Officer, Immersion Group explains to APMG’s CEO Richard Pharro why Digital Transformation must start with Experience Design.

Originally pursuing a career as a Business Analyst, Rey reveals the path that led him to his current role and the passion that drives him. He also shares his thoughts on why ‘X’ is so important, going on to demystify the confusion between UX, UE, CX and XD as well as the origination of each of the different disciplines.

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