"Design our learning management system so that it will make people who don't like to learn, love learning!"
"Make me a fitness app that will make someone who hates exercising, love exercising!"
"After you do your research, come up with the business model and revenue model for my app!"
These are the kinds of briefs that we get. While UX teams are indispensable in enhancing user interactions, there are certain problems that fall outside our expertise. Here are some things UX teams are not competent or equipped to do:
1. Business Strategy
UX teams focus on the user experience, not on defining the overarching business strategy or financial planning. These aspects are typically handled by product managers, business analysts, and executive leadership.
Misconception: Expecting UX teams to determine pricing models, revenue streams, or market positioning is unrealistic and can lead to strategic misalignments.
2. Technical Implementation and Development
While UX teams design the interface and user flows, the actual technical implementation—coding, backend development, and infrastructure management—is the responsibility of development teams.
Misconception: Assuming that UX designers can implement designs or resolve technical issues can create bottlenecks and hinder project timelines.
3. Marketing and Branding
Although UX design incorporates visual elements, developing comprehensive marketing strategies and brand identities is outside the typical scope of UX teams. These tasks are usually managed by marketing professionals and brand strategists.
Misconception: Requesting UX teams to create marketing campaigns, manage social media, or develop brand messaging can dilute their focus and expertise.
4. Content Creation and Copywriting
While UX designers may collaborate with content creators, generating detailed content, crafting marketing copy, or managing content strategy is not their primary role.
Misconception: Expecting UX teams to produce extensive content or act as copywriters can lead to suboptimal content quality and miscommunication.
5. Single-Handedly Drive Behaviour
While UX teams play a crucial role in designing engaging and effective user experiences, they do not have the magical ability to change a person's behaviour. For instance, while UX design can create compelling experiences that encourage regular activity, it cannot fundamentally alter an individual’s intrinsic motivations or emotional attachments.
Misconception: The research done by UX teams is enough to inform designers to design an app that leads to sustained behavour change.
Understanding the boundaries of what UX teams can and cannot solve enables product owners to better leverage the strengths of their UX teams while ensuring that other critical areas—such as business strategy, technical development, and marketing—are adequately addressed by the appropriate experts.