The next big thing is the one that makes the last big thing usable.- Blake Ross, Co-creator of Mozilla Firefox A product is only ever as good as its UX. You can have the most innovative technology, but if it isn’t user-friendly, it will struggle to reach mainstream adoption. Products like the iPod and the iPhone would never have become so popular based on the technology alone; what really sealed the deal is the fact that they have great UX. The latest wave of technologies like AR, VR, voice and bitcoin have the potential to disrupt the market — but the challenge lies in making them usable for the masses. This is where technology and UX go hand in hand, and the former is nothing without the latter.