In big product organizations, there’s this annoying habit we can’t seem to break. We do all this work—research, ideation, UX audits—pouring in so much time and effort to figure out how to fix or improve something. And then? We just sort of… move on. Sometimes nothing happens, or we pick at the edges, doing the bare minimum. Other times, the whole thing is dropped because business priorities shift, a new executive gets a bright idea, or there’s some urgent sales target we’re suddenly chasing. And so, all that work sits there, quietly ignored.
Fast forward a couple of years, and guess what? The same problems pop up again. Different people, same issues. The team decides, “Let’s do another UX audit,” as if the last one never happened. So we go through the motions again, identifying the same pain points, dusting off the same ideas that were floated years ago, maybe tweaking a few things but mostly covering old ground. It’s like living in a time loop—constantly repeating ourselves, wasting t…
