I met Bob Goodman at Arnold Worldwide, where he served as the SVP, Director User Experience. I had the pleasure to work with Bob on a few projects when I witnessed his stellar facilitation skills and User Experience (UX) approach to various business challenges.

Inviting Bob to my show was triggered by a constant thought in my mind when working with Bob: I always wished to carry a recorder so I could capture his speech and thinking process for tackling difficult situations completely at ease. I also admire his leadership and management philosophy. Bob always had others' best interest in mind without insisting on his own ideas and methodologies. and he is never too quick to jump to conclusion.

In this 40-mins interview, you will find out about:

• What is UX (User Experience)?
• What has contributed to the rapid growth of UX and why UX has been recognized as a critical discipline across multiple industries (advertising, software, etc.)?
• How can one fresh out of school start or consider UX as a career path?
• What are the common challenges associated with UX and how Bob advises you to tackle them strategically and emotionally?
• How has UX been integrated in advertising agencies and the types of activities, opportunity associated with the domain?

In October 2014, Bob became an Experience Design / Creative Director at Mullen after practicing being UX practitioner for over 15 years.

Bob enjoys thinking about users, consumers and how they might come about a service or a platform. UX focuses on the idea of a brand narrative and how it interacts with users with the intent of being useful and helpful.

What exactly is UX? There are many definitions you can find on the internet. Bob defines UX as "an approach to design, technology and people that tries to make things useful, usable and engaging". UX is a practice that goes back to late 60s, 70s known as part of "human computer interaction (HCI)" before becoming a more mainstream profession widely known as UX today.

UX can be a confusing term - it's not graphic design, or computer programming. By definition and design, UX is a hybrid discipline that contributed to the challenge of its practice. As agencies expand their missions, UX goes beyond traditional storytelling, or television campaigns.

UX is about letting users contribute in a -way conversation.