Here’s how to break them down, according to Cecilia Ambros.

I instantly became her fan when I watched the above YT video between minutes 8 and 14:05.

Back?

Firstly, you’re not alone.

You’ve got your product team in one corner, UX in another, and marketing somewhere else—each working hard but not always together.

And when it comes to UX, it often feels like it’s just another box to check off.

Sound familiar?

Let me tell you, that’s a mistake.

At Amazon, Cecilia learned that the real magic happens when you break down those walls.

UX isn’t something you tack on at the end.

It’s a vital thread woven through every step of the process.

If you’re waiting until the last minute to bring in UX, you’re too late.

Your customers deserve better, and frankly, so does your business.

But what if, instead, UX was a part of the conversation from day one?

Imagine this—your research team and designers are embedded right where the action happens.

They’re not sitting on the sidelines; they’re in the trenches, working alongside product managers, developers, and marketers.

They understand the customers deeply, not just from data but from real-world observations.

You see, it’s all about understanding your customer at every turn.

How do they shop?

What are their pain points?

You can’t answer these questions from a distance.

You need to get out there, watch, listen, and learn.

We do this at Amazon by continuously testing and tweaking.

Nothing goes live without real-world feedback.

Every new feature is tested with a small group of users first.

We see how it performs, and if it’s not hitting the mark, we go back to the drawing board.

It’s not just a process—it’s a mindset.

When you embed UX research into every phase, something powerful happens.

You move from guessing to knowing.

You stop making assumptions and start designing with real insights.

And guess what?

It works.

When UX is part of the whole journey, you’re not just delivering a product—you’re delivering an experience.

An experience that resonates, that feels intuitive, and that customers love.

So, why stick with the old way?

Why silo off UX and treat it like an afterthought?

Let’s change that.

Finally.

Break down those silos.

Embed your UX team in every conversation, from the first brainstorm to the final launch.

Make them part of your business’s DNA.

Your customers will notice.
And they’ll thank you for it.

Now, let’s get to work.