About Get rid of old assumptions and think out of the box!
The art of user experience design includes intuition, which method to use when and being passionate about what you do! Our science side applies the correct methodology and focuses on analytics and ergonomics.
A user builds up expectations about your brand & products through multiple touch points: your products, website, (mobile) applications, your shop, people talking about your products on blogs or social media, etc. Even the way your receptionist answers the phone is part of your image and influences user experience.
So User Experience is certainly not limited to websites or software.