Having around 14 years of UX/UI Design experience. I have worked on various projects involving UX design. My job involves keeping the goals inline with the product roadmap.
Currently involved in understanding about the three Ps (people, problem, project). We have done initial review using personas and user stories. Converting those stories into some high fidelity wireframes and finally trying to push the code to developers as fast as possible.
The real challenge is to spread understanding of UX design and, in fact, sell ourselves both internally (within the product team) and externally (outside the product team, in front of clients and stakeholders).