UX is Not Dead, It’s Just Misunderstood

Amplifying the Human Voice in Business

In the bustling marketplace of business, there’s a saying we often forget: “The customer is always right.” But have we ever paused to ask, who is this ‘customer’? They’re not just a faceless statistic or a demographic on a chart. They’re people — complex, unique, and wonderfully human.

As we race to hit targets and increase profits, we risk losing sight of this simple truth: every ‘user’ or ‘customer’ is a real person with their own needs, desires, and dreams. Amidst all the corporate hustle, one critical question often gets overlooked — who actually advocates for these human beings?

Imagine the business landscape as a vibrant marketplace. Each department — Sales, Tech, Marketing — is an enthusiastic vendor, each selling their own wares. But in this kaleidoscope of commerce, the user often stands alone, silently asking, “Who will guide me through this maze?”

As we delve into the urgent need for user advocacy, let’s remember our true mission. As the great adman Bill Bernbach once said, we’re here to understand people, then the business. Because without people, there is no business. It’s high time we started dancing with the ones who brought us here.

The Gap in Current Business Structures

A Tale of Various Departments and their Priorities

Let’s take a little stroll through the corporate labyrinth, shall we? As we venture through its corridors, we’ll encounter various inhabitants, each cloistered in their cubicles, diligently working towards their departmental goals.

First, we have the Sales and Marketing team, a vivacious bunch who could sell ice to Eskimos and make it seem like the deal of the century. Their mission? To convince as many people as possible that our product is the Holy Grail they’ve been seeking. A noble goal, indeed. However, sometimes in their enthusiasm, they can overlook whether the Holy Grail fits the user’s actual needs or not.

Next up, our Technical Teams, the wizards who turn caffeine into code. They’re tasked with developing innovative products that are futuristic, disruptive, and often filled with bells and…