Beyond pretty screens: are you really designing for your users?

You’ve poured time, effort and budget into launching a new feature - pushing hard to meet deadlines, align teams and check every box. But when it finally goes live, the response is underwhelming. Users are confused, disengaged or ignoring it altogether.  

Sound familiar? If so, it’s worth rethinking how your organisation approaches user experience (UX), because even the most powerful features fall flat without thoughtful, user-centred design. 

Let's be clear: great UX isn’t just a nice-to-have! It’s the foundation of any successful product. Yet, too often, it’s treated as a bonus – something to think about later, if there’s time or budget left. 

Spot the signs: are you missing the UX mark? 

If any of these scenarios ring true, it’s a sign your organisation’s UX maturity may need attention. 

1. UX seems too expensive 
   Yes, adding UX practices might slightly increase short-term costs. But skipping them leads to bigger bills down the line: rework, delays or products that miss the mark. Smart UX investments reduce risk, sharpen your focus and align your product with both user needs and business goals. 
    
2. Mistaking UI for UX 
   A polished interface might impress in the boardroom, but good UX goes beyond looks. It’s about designing experiences that feel intuitive for real users – not just making pretty screens in Figma. 
    
3. Making decisions in the boardroom 
   When product requirements are based on assumptions instead of user input, you’re solving the wrong problems. Problems that only exist in the conference room, not in the real world. You might believe you know what users want, but are you willing to bet months of work without validating that assumption? 
    
4. Ignoring User Feedback 
   Leaving user testing until the last minute or skipping it is a gamble. Without early feedback, you’re relying on assumptions. And assumptions are expensive when they lead to redesigns, or even worse, failed products. 

Why UX is the game-changer you’ve been overlooking 

The days when new features alone could win over users are behind us. In 2025, users expect seamless, efficient experiences. Your system architecture might be solid, but without UX to shape how people interact with it, you’re building functionality that no one wants to use. 

Here’s what strong UX brings to the table: 

• Less waste: Products designed with user input require fewer iterations and fixes 

• Higher adoption: When your app is intuitive and meets user expectations, adoption rises and so does your ROI. 

• Better alignment: UX connects your technical architecture with human behavior, making your products more relevant and effective.  

How to grow your UX maturity? 

Improving your UX practice isn’t about tweaking one process—it’s about growing across five key areas. 

1. Empathy 
Do you truly understand and care for your users? Empathy is what makes your product resonate. 

2. Mastery 
Does your team have the right skills and tools? UX mastery ensures your designs are both functional and attractive. 

3. Culture 
Is UX embedded in your organisation’s mindset? A strong UX culture means it’s part of every conversation and decision. 

4. Performance 
Are you tracking how well your UX efforts deliver? Good performance metrics help you prove and improve the value of design. 

5. Impact 
Is your UX work creating real change for users and for the business? High-impact UX aligns user needs with business goals. 

 

Ready to take the first step? 

Don’t worry if this feels like a big leap. Building UX maturity is a journey and every step brings you closer to products that work for your users. 

• Assess your current maturity 
  Not sure where you stand? Our UX maturity assessment can help you identify your organisation’s strengths and uncover blind spots across empathy, mastery, culture, performance and impact. 
  

• Prioritise user research 
  Replace assumptions with insights. Regular user research will tell you what really matters to the people using your product. 

• Involve UX from the start 
  Don’t treat UX as a finishing touch. Bring UX experts in early—right alongside your architects and developers. 
  

• Get your mini playbook 
  Once you’ve taken the assessment, download our free guide packed with practical tips to start improving your UX maturity today. 

Think your UX is already in good shape? 

Put it to the test. Take our free UX maturity assessment and find out where you really stand - plus, get tailored recommendations to take your UX to the next level. 

Start the UX maturity online test now 

 
Great experiences don’t happen by accident. They’re designed. And the organisations investing in UX today? They’re the ones their customers will still trust tomorrow.