Your UX Isn’t Broken, but your strategy might be

Here’s the UX cycle… 

• A business invests in UX / UI design.
• The site or app looks better.
• Stakeholders feel confident about the work.
• But commercially, very little changes.

That gap is rarely about the quality of the design. More often, it comes down to where the effort was focused.

You see, users make decisions fast. Most visits last under a minute, and you have only a few seconds to signal relevance and intent. 

If UX work isn’t improving the decisions users are making in that window, it won’t move the numbers. If it doesn’t move the numbers that matter, then it’s a vanity project. 

What this looks like in practice

When Wahl came to Wonderful, the challenge wasn’t that their experience was “bad.”, it’s that it was fragmented. 

Different systems, unclear priorities, and no single view of which user decisions really mattered most. UX activity existed, but it wasn’t aligned to clear commercial goals.

The shift with the client came when UX stopped being treated as a design phase and started being treated as a decision system:

• What do users need to decide here?
• What’s slowing them down?
• What would make this feel easier?

That change in framing is what unlocked meaningful results, not a visual overhaul on its own.

If you’re questioning whether your current UX effort is focused on the right problems, that’s usually a useful place to pause and look more closely.

About Wonderful

Wonderful is an award-winning UX design and optimisation agency, working with ambitious brands to turn user experience into measurable business growth.

Through research, prioritisation, iteration and measurement, we help leadership teams focus on the decisions that matter most, and improve them quickly.