Thanks for the quick reply Chris! That’s also what I’m struggling with myself, many companies are losing the “why” and think from we need an app as a assumption and the ux designer is the one building screens and quick prototypes. Whereas the key thing about ux is the why behind the case and what is best ux rather than which app and which button is preferred. Same with AB testing, the idea is great but in practice its often so misunderstood.
Great to read your view on this as well. I hope that companies that do value UX will soon be seen as the ones bringing actual value rather than a feature or good app. And that the companies that promote screen pushing will be redundant!
Keep on writing Chris!