When a startup builds an app, the goal is usually simple: create something useful, intuitive, and scalable. But in reality, most startups get in their own way — especially when it comes to UX.
I recently sat down with Babatunde Adebisi, a seasoned UX/UI designer, to talk about the most common mistakes he sees in app design — and how to fix them.
If you’re a founder, designer, or product manager, this is for you.
Where Startups Go Wrong with App Design
Tunde didn’t hold back when I asked him what startups consistently get wrong.
The biggest offender? Too many clicks.
“A lot of apps force users through endless steps just to complete a simple action,” he explained. “It’s like a maze when it could be a straight path.”
This results in deep navigation problems — where users have to jump through multiple screens for no reason. Every extra click creates friction, and friction kills retention.
Another common issue? Inconsistent design language.
“You open one part of the app and it looks one way. Then you navigate to another section, and it feels completely different. That inconsistency makes the experience feel disjointed,” Tunde pointed out.
Other big mistakes include:
→ Overlooking scalability. Many startups design for the present, not the future. When they try to add new features later, the entire UI/UX breaks down.
→ Ignoring user needs. “It’s not just about making an app look good. It’s about how the user feels when using it,” he said. “Too many teams focus on aesthetics over functionality.”
At its core, great app design isn’t about beauty — it’s about reducing effort. Users should get from A to B as efficiently as possible.
What Should You Optimize For?
If you’re designing an app, what should you focus on?
Tunde broke it down into three key areas:
1️⃣ Time to Value – “The goal is to minimize the time it takes for a user to get value from your app,” he said. “If an action can be completed in two clicks instead of five, you’ve improved the experience.”
2️⃣ Cognitive Clarity – The user should always know where they are in the app, what action they can take, and what happens next.
3️⃣ Predictability – “A great app should be as intuitive as a supermarket,” I added. “When you walk into a store, you know where the pet food, cleaning supplies, and groceries are. Apps should feel the same way.”
When users have to guess where a feature is, that’s a UX failure.
Outdated UX Practices That Need to Go
A lot of startups are still holding onto bad UX habits. Here are some outdated practices Tunde called out:
🚫 Forcing app downloads. Ever landed on a mobile website and been hit with a full-screen “Download Our App” popup before even seeing the content? That’s a terrible user experience. “Show value first. If users like what they see, they’ll download the app on their own,” he said.
🚫 Massive image carousels. “Nobody cares,” he laughed. “Users don’t sit there swiping through slides. They want to get to the action.”
🚫 Too many ad clicks. “Yes, startups need revenue. But bombarding users with ads every few seconds? That just makes them uninstall your app.”
🚫 Floating social media icons. Those annoying buttons that follow you around the app? “Thankfully, we’re seeing fewer of them now,” he noted. “If someone wants to follow you, they’ll find the option in a dedicated section.”
The theme here is clear: respect the user’s time and experience.
Building a Better Designer-Product Manager Relationship
A strong app isn’t just about good design — it’s about the collaboration behind it. I asked Tunde what makes the relationship between a designer and a product manager work smoothly (and what ruins it).
Here’s what helps:
✅ Clear communication. “Designers and PMs see things differently. But if they communicate well, they can align on the best outcome.”
✅ Creative freedom. “Micromanaging kills creativity,” he said. “PMs should give designers space to explore ideas.”
✅ Transparency. “If there are budget or timeline constraints, be upfront about it. That way, the designer can work within those limits.”
✅ Mutual respect. “Designers bring UI/UX expertise, and PMs bring business strategy. Respecting each other’s strengths leads to better products.”
And what ruins the relationship?
❌ Micromanagement. “Telling a designer exactly how to do their job stifles innovation.”
❌ Vague feedback. “Saying ‘this isn’t good’ without explaining why is useless.”
❌ Lack of recognition. “Good design is invisible — but that doesn’t mean it’s easy. Recognizing the designer’s contributions goes a long way.”
When the designer-PM relationship is strong, the product wins.
Advice for Designers Looking to Break Into the Industry
To wrap things up, I asked Tunde what advice he’d give to aspiring UI/UX designers.
His response?
💡 Skill matters more than anything. “If you’re not constantly improving, you’ll fall behind,” he said. “Design is competitive. The best way to stand out is to keep learning.”
💡 Be prepared for challenges. “You’ll struggle. You’ll doubt yourself. But if you push through, you’ll grow.”
💡 Give 100%. “Effort shows, not just in your work but in how you handle clients and teams. When people see your commitment, they refer you to others.”
Design is more than pixels and wireframes — it’s about understanding people and creating products that feel effortless to use.
Final Thoughts on UI/UX Mistakes
Great UI/UX design isn’t about making things pretty. It’s about making them work effortlessly.
Startups that get this right — optimizing for usability, scalability, and user psychology — build products that people actually love. Those that don’t simply frustrate users, drive up churn, and burn cash fixing problems that could have been avoided from the start.
If you’re building an app, take a step back and ask:
→ Are we reducing friction or adding it?
→ Are we designing for today — or for long-term scalability?
→ Are we keeping the user’s best interests at heart?
Because at the end of the day, good UX isn’t just design. It’s business strategy.
P.S. Looking to revamp your LinkedIn presence? Try these LinkedIn post ideas for designers and creatives.
Mo is the founder and CEO of Column, helping leaders shape public opinion through content and research. Connect with him on LinkedIn.
