Today’s UX professionals are adaptable and dynamic individuals who have a role to play at all stages of a project. In this video, Kelley McDonald of Navigation Arts talks about the changing nature of UX design in the Google Era. He emphasizes the importance of search engines and external links that draw traffic to your website, and discusses how the subpages of your website that are so important for drawing this kind of traffic need to be well designed. It’s not enough to create a one-size-fits-all navigation process that starts at the homepage. Today’s UX design needs to respond to the needs of users by creating an adaptable and enjoyable experience.