The other day, I was listening to NPR’s How I Built This podcast episode on the creation and success of Airbnb. It’s an outstanding podcast and if you’ve never listened, you should. But that particular episode struck a chord with me because of this: Airbnb literally wouldn’t exist if it hadn’t been for user testing. Find out more in this article.
After definition and design is done, user experience resources tend to leave the project. As a result, most projects are finished out without any UX expertise—which is often when it's needed the most. However, with one small budget change, you can ensure your UX investment doesn't go to waste.
90% of an iceberg is below the surface. So is your user experience design. Neglecting UX to focus only on the UI that's visible above the surface can sink your digital product.