Carrie Webster writes: “The user experience (UX) industry is facing its most significant shift yet. We are moving past the era of ‘design at any cost’ into the era of sustainable UX. For years, we have treated the internet as an ethereal, weightless cloud. We were wrong. The cloud is a sprawling network of data centers, undersea cables, and cooling systems that hum 24⁄7. If we want to build a future that lasts, we must stop designing for ‘wow’ and start designing for efficiency.”