An abstract image illustrating balance

I’ve been working in product and service design roles within large organisations for some time, and most of the teams I’ve worked with have experienced a similar problem.

Their organisation values user centred design, and phrases like “human centric” and “UX” have become buzzwords that get a lot of attention. Designers are getting hired. Projects are getting funded.

But at a high level, no one has much clarity on how to prioritise experience improvements. Are the designers working on the right things? Is the budget going where it could do the most good? Who is deciding what to work on, and how are they deciding what “UX” issues need attention?