A user experience can go two ways.
The first way is the one you design.
With the first way you do research, build personas, do user interviews. You’re constantly testing, measuring and making adjustments. With this way, you know your users, your audience, your customers, etc… With this way, they use the design, and they appreciate the work you’re doing for them. They might even be extremely satisfied with your site, app or product and return time and again, with enthusiasm, because they know you care and are trying to make the most of their time.
User experience can go another way.
The second way is the one that has no design.
People need to use your site, app or product, but you do no research and give no consideration to the user; there are no personas, or user interviews. You don’t know your users, you underestimate them and you don’t value their time. You know that they can get the tasks done, because they’ve found workarounds, and for those that can’t we chalk it up to “user error” and write it off.
Nobody wants to do it the second way, but sadly, this is still how many organizations operate. A time is coming when this organization will be moved to the margins, and eventually discarded entirely, by others that are more enthusiastic, more energetic and more service-oriented, in fact it’s already happening.
Which way do you want to take?