What important lessons can you share about software company UX Design?

Thanks for asking. User experience (UX) design is critical to software development but it is hard to intuit in a vacuum. Users sometimes act in ways that you might expect but they almost always act in ways that you don't. Therefore, I'm a big fan of developing a skeleton of features and then closely monitoring user interaction to rapidly iterate the software in response to real world user feedback. Initially, that "real world" feedback is from in-house users in a development environment. Later, and after releasing features so they can be accessed by your customers, close monitoring and rapid iteration is even more important since poor user experience can reflect negatively on your brand.