Andy Budd is on it this year! His latest article recognises that, while businesses have increasingly understood that user experience is important, the budgets haven’t changed. My experience of this is that some businesses want it, but don’t understand it and are then unwilling to accommodate it. It can sometimes be a box-ticking exercise! We’re half-way there and there’s more work to do. The problem, as Andy puts it, is “we need to up our effort getting that message across to the people commissioning digital services and setting budgets”.