A friend has been working on a side project, something he’s deeply passionate about and dedicates his time to. His unwavering commitment and the progress he has shown me from time to time have never failed to impress me.

Even when I think he’s already nailed the best user experience, he comes back with an even better approach.

Watching this iterative process unfold made me realize something: great UX takes time — something most companies don’t prioritize.

In the fast-paced world of product development, UX teams are pressured to deliver results as quickly as possible. Companies want a well-structured UX process — user research, wireframing, prototyping, testing — but they want it done in record time. The focus is on meeting deadlines rather than exploring better solutions.

Are we delivering the best possible experience or just the best experience within time constraints?

A rushed UX process often means that teams stop exploring alternative ideas once a seemingly reasonable solution is found. Every new test, assumption, observation, or iteration requires time — something that most projects don’t have.

As a result, the final product might be functional and user-friendly, but could it have been even better with more time? This question opens up a world of possibilities and potential for improvement.

This is where the real challenge lies. UX designers aren’t just problem-solvers but also time managers, constantly balancing quality with deadlines. However, companies risk missing out on genuinely innovative solutions if they only focus on delivering a finished product on time.

Unlike my friend, who has the luxury of refining and improving his side projects without strict deadlines, UX teams in companies don’t have that freedom.

So, what can be done? Companies need to rethink their approach to UX timelines. Instead of seeing UX as just another step in the process to check off before launch, they should create space for continuous improvement, even post-launch.

Iterative design doesn’t end when a product goes live — it should be a long-term commitment, a journey of continuous improvement that keeps us moving forward.

Good UX is not just about efficiency; it’s about effectiveness. And sometimes, that takes more time than we’re willing to admit.