Your UX/UI Blindspot

UX is not a design only problem.

Usability is used by the majority of companies during their UX process in order to verify their solution, and even though people are aware that usable isn't necessarily useful, they still stick to it because what else are they going to do?

You will be forgiven to think that this sounds quite similar to the infamous NPS scores, which businesses like to toute as a benchmark for product quality.

Lets look at the UX definition: "a person's perceptions and responses that result from the use or anticipated use of a product, system or service". We interview people, collect what they want, prioritise according to what will give us the most ROI and build. Looking at how many apps clearly still fail (for every success story, there are a thousand failures) even when they follow this process, there must be something missing?

There are a few reasons for this: Companies assume that their product (app / service / other) is what people need. We never went with an open-mind and spoke to the customers, in order to understand the problem and confirm that building the product they had in mind, was the correct solution or format. We are also assuming that people know what they want or need and can accurately communicate their needs.

But more importantly, we would assume that a problem has to be solved, when a problem is nothing more than an assumed solution.