So far, we’ve explored why you can’t possibly implement every user experience yourself and how to scale your influence through services, resources, and standards. Those are essential, but they won’t solve the whole problem.

Here’s the sticking point: your colleagues aren’t UX practitioners. And if we’re honest, most of them don’t particularly want to be. They see UX as your job, not theirs. Left unchecked, that dynamic leaves you as the bottleneck every time.

To truly scale UX, we need to turn colleagues into active participants in the design process. That’s about more than handing them a playbook, it’s about shifting how they see their role.

Before we look at the practicalities, let’s break down the three changes that will set you up for success.

Right now, your team is probably treated like a service desk. Others delegate UX work your way with the expectation you'll simply execute their requests. As long as that dynamic continues, they've got zero motivation to develop UX skills themselves.

To change things, you need to step back. Redefine your role so you’re less about implementation and more about enabling. That might mean saying “no” to certain requests or redirecting colleagues to resources rather than solving problems yourself. At first, that feels uncomfortable. But without this step, nothing else sticks.

This is a hard one for perfectionists. If you want others to take responsibility, you have to let go of complete control. That means colleagues will sometimes make decisions differently than you would. They’ll cut corners. They’ll miss nuances.

But that’s okay. Progress beats perfection. Your job becomes ensuring they have guardrails (principles, standards, and lightweight processes) so their work lands in the right ballpark. Over time, consistency will improve, but only if people feel ownership from the start.

Finally, there’s the piece I teased earlier when I outlined your role: education. Colleagues won’t suddenly know how to run a usability test or sketch a wireframe. They need skills and, just as importantly, confidence.

This is where workshops, training sessions, lunch-and-learns, and simple how-to guides come in. The goal isn’t to turn everyone into full-time UX designers. It’s to equip them with just enough knowledge to make user-centered choices in their everyday work.

If you’re a freelancer or agency owner, this dynamic plays out with clients too. They’ll happily leave all UX thinking to you unless you actively invite them in. That might mean coaching a client through a design sprint instead of running it solo, or providing them with a template to test their own ideas. It’s not about doing less work; it’s about shaping the relationship so clients share ownership. That shift is what transforms you from a vendor into a trusted partner.

Over the next several lessons, we'll be exploring all three areas we just discussed:

1. Transforming your team
2. Democratizing ownership of UX
3. Education

In the next lesson, we'll start with the most important piece: transforming your own team. Because if you don't change how you work, nobody else will change either.

Talk soon,

Paul