FIVE UX MYTHS TO AVOID

Bonny Colville-HydeProduct Manager & UX Architect

@almostexact

WINTERTemplateALL RESEARCH

IS GOOD

01

WINTERTemplateRESEARCH DATA IS USEFUL

IF:• It uses your real audience(s)• It is unbiased• It is triangulated

01

02

USERS KNOW WHAT THEY NEED

02USERS ONLY KNOW THEIR PROBLEMS:• People are bad at predicting their behaviour• We can be objective about a problem space

03

IF AMAZON DOES IT, WE CAN DO IT

03COPYING FEATURES IS WASTED EFFORT:• You’re probably not a global super power retailer• No value beyond ‘hygiene’ • You’re not competing

04

UX WORK IS A PHASE IN A PROJECT

04EXPERIENCE DESIGN IS ITERATIVE:• Learn and repeat• Get feedback frequently• Never stop listening

05

UX ‘EXPERTS’ CAN DESIGN WITHOUT EVIDENCE

05YOUR AUDIENCE MATTERS MORE THAN AN EGO:• Test assumptions• Evidence trumps opinion• Value failure

THANK YOU@almostexact