It's time to hire product owners who understand the domain and use cases and are also UX experts. Problem is, I've seen UX/UI designers botch an entire UI and

It's time to hire product owners who understand the domain and use cases and are also UX experts. Problem is, I've seen UX/UI designers botch an entire UI and miss the point because they don't understand the domain, and are just trying to apply principles without really understanding that what users want is not necessarily what they need. Until a person becomes an expert user of their product, they really shouldn't be designing it. That's why the saying goes that when a founder is a user of their product or build the product to fit their needs, it's usually the most successful. You have to be the expert user and be trained or knowledgable in design and product development to really build a top of the line product that resonates with users (one of whom is yourself).