Despite advancements in technology and design practices, user experience (UX) continues to face significant challenges in 2025. The article explores the reasons behind ongoing UX issues, highlighting the disconnect between user needs and the solutions provided by designers and engineers. It calls for a reevaluation of design philosophies to better align with user expectations and behaviors.

Simon Dixon of DixonBaxi discusses the agency's core philosophy of "design for life," emphasizing the importance of democratized design and thoughtful client relationships. He highlights how their values shape their work and the significance of patience and insight in creative processes, particularly in projects with brands like AC Milan and Formula 1.