Part of the issue lies in the Agile Manifesto itself. It was designed to help developers deliver software faster. But it paid little attention to UX – sometimes excluding it completely. It’s no wonder that UX designers often find themselves struggling when part of an agile team.

Ironically, the principles underpinning the Agile Manifesto are driven by customer needs and desires. The first of these is to “… satisfy the customer through the early and continuous delivery of valuable software.” Unfortunately, in many teams that means working at pace. But effective UX needs time to fully research user needs.