Companies still fail to understand UX

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As we approach 2025, one might expect that user experience (UX) would be second nature to most companies, an ingrained practice that guides every stage of product development. Yet, here we are, still seeing headlines about the latest product flops and user frustrations. Why is it that despite having the tools, talent, and data, many companies still fail to grasp what UX design entails? The answer is complex, but let's break it down.

UX as an Afterthought

For many organizations, UX remains an afterthought—something brought in late in the development cycle or added superficially to an existing product. This is especially common in less digitally mature industries, where user-centric design is still conflated with visual appeal alone. The reality is that UX isn't just about making a product look good; it's about making it work well for its users. Companies that view UX as an add-on rather than an essential strategic component set themselves up for failure.

Leadership Disconnect

One of the main reasons companies struggle with UX is the disconnect between leadership teams and user-centric values. Leaders who don't have experience or education in UX often prioritize metrics like short-term revenue gains or flashy launches over user satisfaction. They may equate user experience solely with customer service or a post-launch concern rather than a foundational part of the product's success. When top-down buy-in for UX principles is lacking, teams struggle to advocate for necessary resources and timelines to ensure a user-centered product.

Underinvestment in Research

In a world of fast-paced product cycles and aggressive deadlines, investment in comprehensive user research is often the first thing to be cut or deprioritized. Companies might conduct a few surveys or quick usability tests but fail to dig deeper into qualitative insights that uncover user needs and pain points; without understanding the "why" behind user behavior, companies build products based on assumptions. This inevitably leads to misaligned features, confusing interfaces, and missed opportunities for innovation.

Siloed Teams and Lack of Collaboration

UX success relies on strong collaboration between designers, product managers, developers, and stakeholders. However, in many organizations, teams work in silos, with little communication and shared ownership. UX professionals might face barriers from development teams that push back on what they see as "extra" work or marketing teams that want to rush features to market. When teams don't share a unified vision of how UX contributes to business goals, the result is a fragmented product experience.

Misunderstanding What UX Is

Despite the proliferation of articles, courses, and conferences dedicated to UX, misunderstandings about what UX encompasses persist. Some organizations still view UX as synonymous with UI design. While a visually appealing interface is undoubtedly part of a good user experience, UX design goes beyond aesthetics. It's about solving real problems through thoughtful, empathetic design that considers the entire user journey—from discovery to task completion.

Data Overload, Not Insight

We live in an era of big data, and companies often pride themselves on being data-driven. However, collecting massive amounts of data doesn't equate to effectively understanding or acting on it. Many teams struggle to turn raw data into actionable insights. Heatmaps and A/B tests are helpful, but data alone can be misleading without context and qualitative Research to explain why users behave a certain way. Over-reliance on quantitative metrics can result in incremental changes that miss the mark on enhancing user experience.

Balancing Business Goals with User Needs

There's a tension in product development between meeting business goals and delivering the best user experience. Prioritizing one over the other can lead to problems: a business-centric approach might result in features that push sales but frustrate users, while a user-centric approach without strategic alignment can lack business sustainability. The challenge is integrating UX practices that align with business outcomes and user satisfaction—a balance not all companies can achieve.

Short-Term Thinking

The pressure to deliver results quickly can lead to short-term thinking that overlooks long-term user loyalty and trust. Fast-paced releases that compromise on Research and testing can damage a product's reputation. While a quick launch might garner attention and initial success, users will quickly move on if their experience is subpar. Companies that fail to think beyond their subsequent quarterly report risk creating a cycle of rework and costly overhauls when user expectations are not met.

The Path Forward: A Call for UX Maturity

For companies to truly understand and prioritize UX, they must evolve in their practices and perspectives:

• Invest in UX Leadership: Organizations need leaders who advocate for user experience at the strategic level and ensure UX teams are part of decision-making from the start.
• Integrate Research as a Norm: User research should be considered essential, not optional. Companies should empower teams to conduct thorough, iterative Research that informs each product development phase.
• Encourage Cross-Functional Collaboration: Breaking down silos and fostering a culture of shared ownership can help align goals across teams and create a unified approach to UX.
• Educate and Align on UX Values: Continued education about what UX is—and what it's not—can bridge the gap between teams and leaders, creating a shared language that champions the end user.
• Balance Speed and Quality: While agile development practices can benefit productivity, speed mustn't come at the expense of a seamless user experience.

Finally

It's clear that despite the strides made in UX knowledge and tools, many companies still have work to do. The challenge for 2025 and beyond is recognizing the importance of UX and embedding it as a fundamental, non-negotiable part of a company's culture and strategy. Companies will move from simply acknowledging user experience to genuinely mastering it.

Here are some examples of companies that have failed to understand UX:

• Mark & Spencer, Icons8, and CNN: These companies have all been criticized for poor website redesign and user experience.?
• Walmart: Lost over a billion dollars due to a poorly phrased survey question.?
• Digg: Sold for $500,000 after an attempt to be more like Facebook.?
• Fiverr: Used a 5-star display with one star instead of multiple icons, which can be anti-intuitive.?
• Ryanair: Has hidden add-ons on its booking platform.?
• O2: Its live chat system encourages users to start a chat session, but it can't respond to every customer immediately.?
• Google: Google Wave was a failed attempt to create a new system that combined email, instant messenger, and wiki.?
• Amazon: Has an overly complicated navigation system that confuses users.?
• Commonwealth Bank of Australia: The mobile app doesn't allow users to set up recurring transfers and has a persistent security code notification.?
• Facebook: Has privacy settings that are hard to find and understand.?
• Blizzard: The announcement of Diablo Immortal was poorly received, and the game's financial performance was poor.?

Some say that companies that excel in user experience see a 400% increase in revenue over those that don't focus on UX.?