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How one design team’s decision is reshaping the way we think about user experience.

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I’m Aram Andrasyan, a designer who’s always been more interested in why we design than just what we design. Over the years, I’ve worked across different projects — from UI design to product strategy — and I’ve seen how fast the design world shifts. But no matter how the tools or titles change, one thing stays the same: the need to design with purpose.

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That’s why a recent update from Duolingo caught my attention — and, honestly, made a lot of sense.

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Mig Reyes, Head of Design at Duolingo, recently shared on LinkedIn that the company is officially moving away from the term UX Design and is now calling it PX Design, or Product Experience.

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At first, it might seem like a rebranding move. But there’s something deeper going on here.

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Why the Change?

Duolingo says the new title reflects how their teams already work. They don’t hire UX Designers — they hire Product Designers, Product Researchers, Product Writers. Everything they create serves the product first, and that clarity now extends to their job titles.

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In Reyes’s own words, “UX” never quite fit. It felt vague, even dated. “It didn’t feel like us,” he wrote — and that honesty resonated.

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Naturally, this stirred up reactions. Some praised the shift, saying it aligns better with product-driven thinking. Others weren’t so sure, calling it just another attempt to dress up the same job with a shinier label.

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This Isn’t the First Title Shift

Design titles have been evolving for years. I remember when a logistics startup I collaborated with started using CX Designer — Customer Experience — to highlight a broader journey. In the developer world, we’ve seen DX (Developer Experience) take hold. And now, with AI stepping into more products, we’re hearing about AX (Agent Experience), focused on how AI-powered agents interact with humans and systems.

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Each new term tries to reflect the changing nature of design — and where it’s heading.

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What This Means for Us as Designers

As someone who’s spent years in this field, I’ve learned that titles might shift, but the foundation doesn’t. Our role is still to listen, understand, and create with care. But it’s also clear that we need to stay open — to new tools, new ways of thinking, and yes, new titles.

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Design is no longer just about shaping screens — it’s about shaping systems, conversations, even behaviors. And if calling it PX helps a team stay more aligned and focused, maybe that’s not such a bad thing.

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Whatever we call it — UX, PX, AX — what matters most is the intention behind the work. And that hasn’t changed.

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Aram Andreasyan
Industry Leader, Design Expert

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