As companies finally realise that UX Design is not just a sidekick, but the practice to define the key touch-point with their costumers, it has become a discipline growingly governed by marketing efforts. In consequence UX Design today often means applying existing patterns from some oh so bad styleguides to standard processes like “sign in”. On the other hand, it has become harder to excite the “users” with flows aka UX Design: They naturally expect to get their stuff done quickly and only have emotions when “it” is obviously not working. And now? How can we stay innovative? Should we all look for another job or is there something that we can start doing today to bring back the funk?