There’s been a significant transition from graphic designers who moved into web design and now application design. There has been a shift by the curious designer to discover what makes for a great end result and why.

The What, Why, and How of UX is terrific, and I’d also add “Who” you’re designing for. An example of this can be the assumptions made of gender-stereotypes or social reinforcement of pre-conceived notions in product design, such as pink power tools for women vs lighter models with more appropriate grip size. The toy and childrens apparel industry is rampant with this as well.