The difference between fixing UX and fixing the product

Some are product problems. I've been brought into projects where the brief was to improve the experience, but within a short time it became clear that the issue wasn't how things were presented — it was what was being presented.

In one case, users were abandoning a journey halfway through. The assumption was that the flow was confusing or the interfaceglossary×InterfaceAn interface is the point of interaction between a user and a system, where inputs are made and outputs are received. It can be visual, physical, or conversational.Open glossary term→ needed simplifying. When we looked closer, users weren't dropping off because they were lost. They were dropping off because what they were being offered didn't feel right at that point in the journey. No amount of UX refinementglossary×RefinementRefinement is the process of preparing and clarifying backlog items before development.Open glossary term→ fixes that.

Fixing UX is about improving how something works. Fixing the product is about questioning whether it should work that way at all. You can refine a journey so it's easier to follow, make decisions clearer, and reduce frictionglossary×FrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term→ between steps. All of that improves the experience. But if the underlying proposition is off, those improvements only go so far. You're making something smoother, not necessarily better.

In eCommerce, it often surfaces as users hesitating at the point of purchase. The instinct is to optimise the checkout, reduce steps, improve trust signalsglossary×Trust SignalA trust signal is any element that increases user confidence in a product, service, or decision.Open glossary term→. Sometimes that helps. But when the issue is pricing clarityglossary×ClarityClarity is how easily users can understand what is happening and what they need to do.Open glossary term→, deliveryglossary×DeliveryDelivery is the process of building, testing, and releasing a product or feature.Open glossary term→ expectations, or product information, the friction isn't coming from the UX layer. It's coming from the product itself.

In more complex systemsglossary×SystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term→, it can be even more pronounced. Journeys are designed around how the organisation works, rather than what the user needs. UX can make those journeys easier to navigate, but it can't remove the mismatch between the product and the user's expectations.

You end up constantly refining the interfaceglossary×InterfaceAn interface is the point of interaction between a user and a system, where inputs are made and outputs are received. It can be visual, physical, or conversational.Open glossary term→ without ever addressing the root causeglossary×Root CauseThe underlying reason a problem exists.Open glossary term→. The experience improves incrementally, but the core issue remains, and users continue to feel it. Over time, that leadsglossary×LeadA lead is a potential customer who has shown interest in a product or service, typically by providing contact information or engaging with content.Open glossary term→ to a lot of effort with limited impact.

The shift happens when you're willing to step back. To look at the journey and ask whether it's structured in the right way. Whether the product is solving the right problem at the right point. Whether the user is being asked to do something that could be handled differently.

That's not always a comfortable conversation, because it often challenges decisions that have already been made. But it's where the real value is. The most effective work comes from being able to move between both: improving the experience within existing constraintsglossary×ConstraintsConstraints are limitations or restrictions that impact how a product or solution can be designed or built.Open glossary term→, but also recognising when the problem sits deeper and needs a different approach.

Sometimes it's about refining. Sometimes it's about rethinking. Knowing the difference is what stops you spending time fixing the wrong thing.