User Experience Design is hard to get right. Good designers begin by attempting to understand the genuine difficulties rather than trying to fix the problem presented to them. As a result, instead of converging on a solution, they diverge, researching people and their goals to provide concept after idea after idea. It takes skill to be able to use data and qualitative feedback to highlight the significance of user experience issues and to use this information to craft a compelling argument that persuades stakeholders.
And like any art, it is hard.
