Many UX leads struggle with decisions that are too focused on personal preferences. When discussions include phrases like “I think,” “I prefer,” or “I designed,” they limit the conversation to one person's viewpoint. This not only stifles creativity but also moves the product away from actual user needs. A major obstacle in UX is the word “I.”
Great design comes from shared understanding, evidence, and teamwork, not just individual opinions. When teams use insights instead of assumptions, they find solutions that are more innovative, inclusive, and centered on users.
In this post, we will discuss how relying on personal opinions weakens UX outcomes and how using collective insights can create better, more meaningful products.
Why “I” Limits User Experience Design
Designers are creative people with unique skills and preferences. However, when one person makes design choices based only on their own likes, the result often shows their personal biases instead of addressing the needs of a wide range of users. When someone says, "I think this works best," they overlook the complexity of how users behave and the context they are in.
The "I" mindset can lead to several problems:
Narrow solutions that fit only one viewpoint
Missed user needs because of assumptions
Resistance to feedback that challenges personal ideas
Reduced innovation due to lack of diverse input
For example, a designer might choose a minimalist interface because they find it stylish. But users with different backgrounds or accessibility needs may have trouble using it. Without input from others, these issues often go unnoticed until after the product is released.
The Power of Collective Understanding
Collective understanding means combining different perspectives to create a shared view of user needs and goals. It requires teamwork among designers, developers, product managers, and, most importantly, users.
This approach offers several benefits:
Broader perspectives uncover hidden challenges
Shared ownership encourages open feedback and iteration
Stronger empathy for users through diverse experiences
More creative solutions from combining ideas
Teams that value collective insights often use workshops, co-creation sessions, and user testing to gather input. This creates a feedback loop where ideas develop based on real-world evidence instead of assumptions.
Team collaboration around user experience sketches encourages diverse input and shared understanding.
Practical Steps to Shift from “I” to “We” in UX Design
Transitioning from an individual mindset to a collective approach in UX design requires effort. Here are some key strategies:
1. Involve Users Early and Often
Engage real users from the start through interviews and usability tests to ensure designs meet actual needs.
2. Encourage Cross-Functional Collaboration
Include diverse team members, such as developers and marketers, in design discussions to gain valuable perspectives.
3. Use Data to Guide Decisions
Use analytics and user feedback to support design choices, reducing reliance on personal preferences.
4. Facilitate Open Discussions
Create a safe space for team members to challenge ideas and explore options through brainstorming sessions.
5. Document and Share Insights
Maintain a shared repository of user research and feedback to keep everyone aligned and informed.
Examples of Collective Insights Improving UX
Example 1: Redesigning an E-commerce Checkout
A team learned that users preferred a step-by-step checkout process, resulting in a 15% increase in purchases after adjusting their initial design.
Example 2: Accessibility Improvements in a Mobile App
Collaborating with users with disabilities revealed issues with color contrast and navigation, leading to improvements in app ratings and user base.
What You Can Do to Shift From “I” to “We”
Making this shift starts with how you approach design every day. Here are practical steps you can take to reduce reliance on personal preference and bring more collective insight into your work:
1. Catch Yourself When You Start With “I”
Notice when you say “I think” or “I prefer.” Pause and replace it with:
“Users told us…”
“The data shows…”
“The team observed…”
This small habit change redirects the conversation toward evidence, not assumptions.
2. Bring Others Into Your Thinking Early
Share sketches, ideas, and flows before they feel polished. Invite quick feedback from peers, developers, PMs, or researchers. Early collaboration creates better solutions and prevents tunnel vision.
3. Validate Your Assumptions with Users
Run a quick test, short interview, or small experiment. Even light-weight validation is more powerful than internal preference. Let users confirm—or reshape—your direction.
4. Ask More Questions Than You Answer
Shift from defending ideas to exploring possibilities. Questions like:
“How might this work for different user types?”
“What constraints am I not seeing?”
“What would success look like for the user?”open the door to collective problem-solving.
5. Keep a Personal Insight Library
Instead of relying on memory or opinion, build a lightweight repository of:
user quotes
recurring pain points
test results
design decisions and the reasons behind them
This becomes your go-to source when forming or explaining design choices.
6. Practice Letting Go of Your Favorite Ideas
Not every idea you love will serve the user. Releasing attachment makes it easier to evolve concepts based on feedback or evidence.
7. Model the Shift for Others
When you consistently reference insights, invite feedback, and acknowledge what you don’t know, others follow your lead. You influence the team by example, not authority.
Moving Forward as a Designer
The shift away from “I” isn’t about silencing your expertise—it’s about strengthening it with broader input. When you combine your skill with collective insights, your work becomes clearer, more inclusive, and more effective.
Every time you choose curiosity over opinion, or evidence over preference, you create better outcomes for your users—and you grow as a designer in the process.
