Introduction: The UX Oversights I’ve Seen Throughout My Career
In every industry I’ve worked in—from digital product development to running my own businesses—I’ve seen the same UX mistakes play out time and time again.
It’s not that businesses don’t care about user experience. It’s that they often don’t realize when they’re making decisions that degrade it.
- They focus on business requirements first, without stepping back to ask how a user would experience the product.
- They make assumptions instead of gathering real-world data.
- They prioritize short-term functionality over long-term usability.
The irony? I’ve made these mistakes myself.
When I opened my independent theater, I got so caught up in understanding industry requirements—how platforms submit box office reports to studios, how merchant services integrate with ticketing, and how programming schedules connect to online POS and projection automation—that I didn’t pause to evaluate the user experience.
I was checking every box the business needed, but I hadn’t asked real users what they wanted.
It wasn’t until we launched—and were locked into short-term contracts—that I had the time to gather real-world feedback. That insight led to better ticketing flows, a stronger in-theater experience, and more satisfied customers.
The lesson? UX mistakes happen—even to those of us trained in UX. But they don’t have to.
Here are the biggest UX mistakes I’ve seen (and made), and how to fix them before they cost you time, money, and customer trust.
Mistake #1: Treating UX as a “Nice-to-Have” Instead of a Core Business Function
The Problem:
Many companies focus so much on their own operational needs that they don’t evaluate platforms from the user’s perspective. They integrate systems, optimize backend processes, and check off business requirements—without stepping back to ask how the end user actually interacts with it all.
Real-World Example:
Even as someone deeply experienced in UX, I can still fall into this trap.
When setting up my theater’s ticketing platform, I optimized for business requirements first. I made sure it handled reporting, connected to the right merchant services, and worked with projection scheduling.
But I didn’t spend enough time evaluating:
- How intuitive the online checkout experience was
- How easily users could find showtimes
- How the in-theater POS experience affected speed of service
I could have learned this earlier by talking to other theater owners and evaluating competitor platforms. Instead, we had to learn through real-world feedback and iterate over time.
How to Fix It:
- Embed UX into business discussions from day one. Functionality is important, but usability is just as critical.
- Benchmark against best-in-class experiences. Don’t just meet industry standards—aim for what users expect.
- Ask “How does this feel for the end user?” Treat UX as a business priority, not a design afterthought.
Mistake #2: Ignoring User Research & Relying on Assumptions
The Problem:
Companies assume they know their users. They build based on internal assumptions instead of validating decisions with real user data.
Real-World Example:
While working on Heineken Home Delivery, the original assumption was that users wanted detailed filtering options to customize their beer selection.
But after reviewing screen recordings, analytics, and website feedback forms, we saw that most users weren’t using filters at all. Instead, they just wanted a fast, simple way to reorder their go-to beers.
By removing unnecessary friction and streamlining the checkout process, we increased conversions—without adding more complexity.
How to Fix It:
- Use real-world user data. Online analytics, heatmaps, and feedback forms are goldmines.
- Identify behavior gaps. What users say they want and what they actually do often differ.
- Simplify first, add complexity later. Don’t assume more features = better experience.
Mistake #3: Overcomplicating the Product Instead of Prioritizing Simplicity
The Problem:
Companies cram in too many features, thinking “more is better.” But if users feel overwhelmed, they abandon the product.
Real-World Example:
When working with BBQ Guru, the initial plan was to mirror all the complex desktop functionalities onto a mobile app.
Through UX research and competitive analysis, we saw that mobile users wanted a simpler interface. They needed quick access to temperature monitoring and remote control—not deep customization settings.
The solution? We prioritized core functionality on mobile while keeping advanced features on desktop. This gave users the control they needed without overwhelming them.
How to Fix It:
- Prioritize clarity over complexity. Keep essential tasks front and center.
- Design differently for mobile vs. desktop. Not all experiences translate 1:1.
- Test before launching. User testing often reveals what’s truly necessary.
Mistake #4: Not Investing in Accessibility & Inclusive Design
The Problem:
Accessibility is often seen as a compliance requirement, rather than a way to improve UX for all users.
Real-World Example:
While working on the Comenity web application, our initial focus was meeting ADA compliance standards.
But what we found was that accessibility enhancements helped everyone. Adding clearer language, tooltips, and better error messaging didn’t just help users with disabilities—it also reduced customer service calls.
Users who previously called support for common account questions now had the answers clearly displayed in the interface. The result? A better experience for customers and reduced strain on the support team.
How to Fix It:
- Make accessibility a UX priority—not just a legal checkbox.
- Add clarity, not just compliance. Tooltips, error messages, and alt text benefit all users.
- Test with assistive technology users. Real-world feedback uncovers hidden issues.
Mistake #5: Not Aligning UX Decisions with Business Metrics
The Problem:
UX isn’t just about aesthetics—it directly impacts revenue. But too often, businesses fail to connect UX improvements to measurable business outcomes.
Real-World Example:
At my brewery, we originally focused on variety—brewing a wide range of styles for draft as a testing platform to see what resonated with customers.
One major insight came from our wheat beer category. We assumed different wheat styles would sell equally, but when we looked at the data, our hefeweizen Banana Stand outsold all other wheat beers by a significant margin.
Because of this, we retired other wheat beers we previously assumed would perform better and pivoted our retail lineup to ensure Banana Stand was the go-to wheat beer option in stores.
While IPA remains the top seller overall, this data-driven decision allowed us to allocate production more effectively, reduce waste, and increase profitability—without sacrificing variety in our draft lineup.
How to Fix It:
- Tie UX efforts to business goals. Measure retention, conversion, and efficiency gains.
- Use customer behavior to drive decisions. What users do is more important than what they say.
- Optimize based on real impact. Small UX improvements can lead to significant revenue growth.
Conclusion: UX Is a Business Imperative—Not an Afterthought
Every touchpoint is an opportunity to build loyalty, engagement, and revenue.
The question isn’t “Can we afford to prioritize UX?”
The question is “Can we afford NOT to?”
Want help avoiding these UX pitfalls in your own business? Contact me to schedule a consultation.