UX Grammar: Fix the verbs. The nouns will follow.

When you are working on a UX problem, you are almost always doing one of two things: solving a real problem, or solving a perception of a problem. The tricky part is that both can look equally convincing at first glance. Teams align quickly, ideas start flowing, and before you know it, you are already building something. But what if the thing you are building was never the problem to begin with?

A simple way to cut through this confusion is to examine the grammar of the problem itself.

If your problem statement is a noun, you are likely looking at a solution masquerading as a problem. “We need a messaging app” sounds like a problem, but it isn’t. It is a decision that has already been made. The direction is fixed, the possibilities are narrowed, and the real issue — whatever triggered this need — remains unexplored.

Now contrast that with a verb.

“Teams are not communicating effectively.”
“People are missing critical updates.”
“Work is not visible across stakeholders.”

These are problems in motion. They describe what is not working rather than what needs to be built. And that distinction changes everything.

A noun locks you in. A verb opens you up.

Once you frame the problem as a verb, multiple solutions become possible. Yes, a messaging app might help improve communication — but it might also make things noisier, more fragmented, and harder to track. The real solution could be a structured update system, better visibility through dashboards, improved workflows, or even clearer ownership and accountability. The right answer depends on the actual pain point, not the assumed artifact.

This is where many UX efforts go off track. Teams jump too quickly to nouns because nouns feel tangible. They are easier to discuss, easier to estimate, and easier to commit to. But that convenience comes at a cost: you stop thinking.

Verbs force you to stay with the problem a little longer. They demand clarity. They make you observe behavior, identify friction, and understand outcomes. They push you to ask better questions: What exactly is failing? Where does it break? Who is impacted? Why does it matter?

And once you truly understand the verb, the noun becomes obvious.

So the next time you are defining a UX problem, pay attention to how you phrase it. If it sounds like a thing, pause. You may already be solving the wrong problem. If it sounds like an action that is broken or incomplete, you are on the right path.

Solve for verbs. The nouns will follow.