Gut-driven design. People could conduct usability tests, but neither their “data-driven” management, marketing, design, nor the development department care about that since it’s only “worthless” “additional” workload. Nevermind that usability testing reveals valuable insights about the people the business is supposed to generate value for. Or that usability testing identifies flawed designs before developers write any protoype code, designers draw sketches, etc. Or that usability testing nullifies unnecessary meetings about hypothetical scenarios littered with incorrect assumptions about reality. Usability testing is undervalued.