The myths about UX that won’t die – and the truth behind them

When was the last time you abandoned a website or an app because something just didn’t feel right? Maybe it was too confusing to navigate, or the checkout process felt frustrating. You probably didn’t stop to analyse exactly what was wrong – you just left.

This is why UX design matters, yet it remains one of the most misunderstood fields in the digital space. Great UX often goes unnoticed because, when done well, it feels effortless. As a result, people assume it’s simple – or worse, unnecessary.

Debunking the myths of UX

While its impact on product success is undeniable, many – stakeholders, developers, and even designers – struggle to define what UX actually encompasses. Some think it’s just about aesthetics, while others believe it’s purely about usability. In reality, UX design is a multidisciplinary approach that blends research, psychology, design, and strategy to create seamless, user-centred experiences.

There’s a lot of confusion about what UX really involves. It’s much more than just making things look good or function smoothly. In this article, we’ll break down some of the biggest misconceptions about UX design and explore why getting it right is crucial for creating products people love.

Let’s set the record straight and clear up the confusion about UX.

Myth #1: UX is just about making things look nice

Many people confuse UX design with UI (User Interface) design. While UI focuses on visual elements like colours, typography, and layouts, UX design is much broader. It involves understanding user behaviour, designing interactions, and ensuring usability. A product can be visually stunning but still deliver a poor user experience if it's difficult to navigate or use.

Even the most visually impressive products need a clear purpose to succeed. Google Glass was designed beautifully, but it didn’t solve a real problem for most users. This is a perfect example of how good UX is more than just aesthetics – it’s about making something useful, intuitive, and desirable.

Myth #2: UX is just common sense

At first glance, well-designed experiences may seem like common sense. However, effective UX design is based on extensive user research, testing, and behavioural psychology. What seems obvious after the fact is often the result of careful iteration and refinement based on data and feedback.

Google didn’t dominate search by accident – it won through relentless UX optimisation. While early competitors like AltaVista had cluttered interfaces and complex search methods, Google invested billions in research and countless iterations to make search effortless. Its famously simple homepage and advanced ranking system weren’t just common sense – they were the result of years of UX refinement and innovation.

Myth #3: A good User Experience means no need for instructions

While intuitive design is a goal, some products – especially complex ones – require onboarding, tutorials, or help documentation. Good UX design balances simplicity with necessary support, ensuring that users can learn and adapt without frustration.

Good onboarding isn’t just a feature – it’s essential for adoption. Notion proves that even highly flexible, intricate tools can be made approachable with well-structured, gradual instructions and learning experiences. Instead of expecting users to figure everything out on their own, great UX ensures they have the right support at every step.

Myth #4: UX research is optional

Some teams believe they can skip research and rely on personal opinions or assumptions. However, UX design is grounded in data-driven insights. Without research, products risk failing to meet user needs, leading to low adoption and engagement.

The $400 Wi-Fi-connected juicer, Juicero – developed by a Silicon Valley startup that raised $120m from investors – failed spectacularly because the company never tested whether people actually needed it. Turns out, users could squeeze the proprietary juice packs by hand just as easily, making the expensive machine completely unnecessary.

Myth #5: UX is only about digital products

While User Experience Design is often associated with websites and apps, it applies to any interaction between a user and a product, service, or system. Whether it's the layout of a retail store, the usability of public transportation, or the design of physical devices, user-centred design plays a crucial role. In these broader contexts, it is sometimes referred to as Customer Experience (CX) Design or Service Design. The core objective, however, remains the same – improving products and services by prioritising the needs, behaviours, and expectations of the people who use them.

Lost and confused at Ikea? Well, it's all part of their plan.

Myth #6: Once a UX Design is done, it’s final

UX design is an ongoing process. As technology evolves and user expectations change, products must be iterated and refined continuously. Regular testing and feedback help ensure that the experience remains relevant, effective, and meets users’ expectations.

COVID-19 completely transformed how people worked, learned, and connected, forcing companies to rethink their UX strategies overnight. Zoom’s ability to pivot, scale, and adapt to new user needs turned it from a niche conferencing tool into an essential global communication platform – proving that no UX design is ever final.

Myth #7: Users always know what they want

While user feedback is valuable, people often struggle to articulate their true needs. UX research goes beyond surface-level preferences, uncovering deeper pain points and opportunities for improvement. Observing user behaviour often reveals insights that direct questioning might not.

Myth #8: UX is just about removing friction

While minimising frustration is crucial, UX is also about engagement and delight. Some intentional friction, such as progress indicators or gamification, can enhance user motivation and satisfaction.

Friction isn’t always bad – in fitness apps, a little struggle enhances motivation. Strava proves this by adding leaderboards, challenges – even manual effort that requires users to actively start, stop, and save their workouts, which reinforces commitment and a creates a sense of accomplishment. Instead of making fitness effortless, Strava makes it meaningful.

Myth #9: Small UX changes don’t make a big difference

Even minor UX refinements can have a significant impact on usability and conversion rates. For example, improving button labels, optimising form layouts, or refining error messages can enhance the user experience and increase engagement. As UX designers, we help businesses prioritise work, based on the impact it has on the users.

Myth #10: UX is just about the user

Of all the misconceptions about UX design, this one might be the most important – and the most damaging. While user needs are central to UX design, they don’t exist in isolation. A product can be beautifully designed, intuitive, and loved by users, but if it doesn’t align with business goals, it won’t be sustainable.

Great UX isn’t just about making users happy – it’s about creating solutions that drive real business value. Whether it’s increasing conversions, improving retention, or reducing support costs, UX should work in service of both the user and the organisation.

A product that only prioritises business goals without considering the user will struggle with adoption. But a product that only prioritises the user without a viable business model won’t last. The best UX solutions bring both together – ensuring long-term success for both the user and the business.

What UX actually is

UX design is about making digital experiences effortless, engaging, and intuitive. It’s the invisible force that guides users through an app, a website, or a product in a way that feels natural. It involves:

User Research – Understanding user behaviours, motivations, and pain points.
Information Architecture – Structuring information for easy navigation.
Interaction Design – Crafting smooth and logical user flows.
Usability Testing – Evaluating designs based on real user feedback.
Visual and UI Design – Enhancing aesthetics while maintaining functionality.

A well-executed UX design ensures that users can effortlessly accomplish their goals while also aligning with business objectives. Done well, it makes people want to engage with a product – not just tolerate it.

Understanding UX design is crucial for businesses looking to create successful products. By debunking these misconceptions, we can appreciate the depth and impact of UX beyond aesthetics.

A user-centred approach, backed by research and iteration, leads to products that are not only functional and beautiful but also truly valuable to users. If you're developing a product or service, investing in UX design will help you create experiences that drive satisfaction, engagement, and long-term success.

Do you want to create intuitive and impactful products? Let's talk —>