UX is not about pushing the users to the finish line in the fastest time possible. UX is about understanding the users, how they use your product or service, and the problems they face. It’s the art of making users feel valued and cared for, which drives long-term value.
When ROI becomes the primary metric for UX, it stifles creativity and empathy and reduces UX to a mere tool for conversion. I've seen firsthand that as soon as ROI enters the UX conversation, ideation flatlines, priorities shift, and front-end development suffers.
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