- Industry: UX
- Consideration: An idea regarding the way UX can sometime be practiced inside an organization
- Role: Observer
- Outcome: A way to think about a more efficient implementation of UX that integrates various aspects of the company towards a cohesive experience
When we talk about User Experience (UX), we’re not just talking about how someone interacts with a website or an app. UX is the sum of every interaction a user has with your brand—from seeing your ads to visiting your store, engaging with your customer support, or using your product. These touchpoints, over time, create the user’s entire experience with your brand, and to craft something exceptional, every one of those touchpoints needs to be in sync, working toward a common goal.
In today’s competitive landscape, understanding the customer’s perspective is crucial. Many organizations say they prioritize user experience, but their efforts can fall short if they don’t align their internal structures and culture with the demands of great UX. A successful user experience can’t be delivered in isolation—it’s an ecosystem that requires collaboration across departments, cohesive strategies, and the willingness to break down silos.
Some companies are complex organisms influenced by a mix of culture, legacy systems, departmental silos, and market pressures. Each of these elements can impact the quality of UX work. As UX professionals, we often uncover issues that go far beyond just the interface. Sometimes, they reveal broader organizational challenges that impact the customer experience. That’s why creating great UX means working holistically within the company’s ecosystem, often tackling challenges that aren’t typically considered “UX problems.”
One example of this is a project I worked on where insurance agents were tasked with offering credit cards to customers in physical offices. At first glance, it seemed like a straightforward UX project—create an easy way for customers to compare card options and apply. However, when we dove deeper, we encountered multiple layers of complexity, much of which stemmed from business decisions made years earlier. Outdated legacy systems forced us to build awkward UI workarounds, which only added to the frustrations agents faced while trying to serve their customers. It became clear that the technical and cultural hurdles within the organization were more significant than the UX challenges themselves.
The nature of UX is inherently holistic. It can’t exist in a vacuum. For a truly exceptional customer experience, UX must be integrated with other organizational efforts—whether that’s product development, marketing, or customer support. When a company’s structure, culture, and strategies all align with a focus on delivering a seamless experience, the results speak for themselves: higher customer satisfaction, deeper loyalty, and a measurable impact on the brand’s success.
At its core, UX is problem-solving for people. But the key to long-term success is when those solutions extend beyond the interface and into the fabric of the entire organization. When companies embrace UX as a holistic practice, they don’t just improve customer experience—they create lasting business value.
