We see users as real people and not as a distant target audience or some other type of objective. When you can sympathize with the user, and approach any of their issues with compassion, you do everything you can to fix their pain points.

Cutting corners in the UI and UX development process can lead to compromised user experiences that undermine the entire foundation of the software. If UX is not carefully planned out it becomes random, but still a pattern a user is supposed to somehow learn and adapt to. We've seen how these haphazard non-optimized UX patterns can get repeated and duplicated in the software user interfaces and product models. We want none of that.

In our SDLC cycle the UX/UI work carries through the entire process; from research to product prototyping; and from all layers of quality assurance to finalizing each development milestone. It is never too late to fix an UX issue, but it is better to address it early, before it starts multiplying and living its own life.

On an objective level, typically from the technical standpoint, a feature on the web and mobile might be functioning properly. However, if users encounter trouble using the feature, or even locating it, we can argue that the system can be regarded broken. Users need to be able to understand the application's purpose and  functionalities, use it without errors, objective and subjective, and enjoy the process.