Do we overestimate usability and underestimate motivation?

I used to obsess over UX friction, fewer clicks, better layout, no confusion.
But lately I’ve been thinking more about why people even care enough to use a product in the first place.

Sometimes it’s not the flow that’s broken, it’s the motivation. Realizing behavior isn’t just about effort, it’s also about intent.

How do you factor motivation into your UX process?