2014

Confessions of an

EvilProduct OwnerMichael RawlinsPrincipal UX ArchitectESPN/The Walt Disney Company@michaelrawlins

2014

Confessions of an EVIL Product Owner

Product OwnerSeems OKor am I a Super Villain

I don’t Care About UX

Watch out… I’m reading you…I know a bit more

about UX than you may think.

this isReally me…

I’mfocused on EBITDAEarnings before interest, taxes, depreciation, and amortization

“I want to do whatever I can to

increase our conversion rates”

Meet my Boss…who“Only Cares” about EBITDA

Beware of Jedi Mind Tricks…He needs to please his boss and respond to the financial expectations.

Extravert?•High energy•Talkative•Answers quickly

Introvert?•Quiet energy•Reserved•Often pause

Sensor?•Cite details•Concise sentences•Speaks sequentially

Intuitive?•Talks big picture•Complex sentences•Quickly links ideas

Thinker?•Cool; composed•Impersonal language•Direct

Feeler?•Warm; helpful•Uses value words•Tactful; sensitive

Judger?•Serious; formal•Neat appearance•Time-conscious

Perceiver?•Easy going; playful•Casual demeanor•Relaxed about time

or

Source: Speedreadingpeople.com

BEWAREof theTalkTrackChangesI’m going to keep the pace lively, talk about possibilities, ask for their help and play upon their need to honor commitments

Pressure ComplianceObedience to authorityPressure by people we like

I’ll make a suggestion using

influence techniques…

Hidden CostsA hidden cost occurs when a user gets to the last

step of the checkout process, only to discover some unexpected charges have appeared, e.g.

delivery charges, tax, etc.

“Always pass on what you have learned.”

Source: Harry Brignull DarkPatterns.org

I really like how this site makes it easy for people to get their premium services!

Sneak into BasketThe user attempts to purchase a specific item.

However, somewhere in the purchasing journey the site sneaks an additional item into their basket, often

through the use of an opt-out radio button or checkbox on a prior page.

“Once you start down the dark path, forever will it dominate your

destiny, consume you it will.”

Source: Harry Brignull DarkPatterns.org

Add some computer RAM to their basket they pre-select a checkbox to add an extended warranty onto the lightbox as they ask if the user wants to proceed to checkout

In the checkout area they have tried to sneak another product into the basket, the mysteriously named “Zen Engagement”

TypesofDarkPatternsTrammelNETMISDIRECTIONSneak-Into-Cart SocialSpamming

Source: Harry Brignull DarkPatterns.org

THE CLOSE!Great meeting! Go design my solution!“Did you know, I have sharks with frickin' laser beams attached to their heads!”

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