Working in the UX space and seeing all of this across a wide range of projects for over a decade now, there are a few flaws in this observation. For many proje

Working in the UX space and seeing all of this across a wide range of projects for over a decade now, there are a few flaws in this observation. For many projects we've been involved in with our UX/UI Design service for SaaS companies, founders worked with us before releasing their product. So before the product was released we could eliminate common pitfalls based on our previous experiences. When a product is released you can then use data to optimise things. An other issue I have with the article is that in some cases I've seen upclose, a tiny tiny percentage improvement in UX equaled an extra 6-figure increase in revenue. When a product is in a stage of optimising UX for more revenue, it's in the company's best interest to focus on the improvements that have direct impact on company revenue. So improving the UX on pricing pages, cancellation user flows etc. This means a smaller UX improvement, sometimes really really small, but a huge upside for the business. So smaller UX improvements does not mean it has less effect on businesses. If anything, it's more likely the impact is growing because UX optimisations don't happen in random places anymore.