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UX is important. DUX ( Data User Experience) is even more so. Just like UX, it drives user adoption and decreases to cost of change management. Each user should feel comfortable with the terms and values they see on the screen. The data needs to be exposed in context, while making sure there is no disconnect between contexts.

Turning data into knowledge is useful. But machines can only process data. To achieve full automation, the knowledge of human experts that helps them take decisions should be available to machines as data.