LIghtning talk for UXLx 2013. https://www.ux-lx.com/speaker.html?n=pera The all-too-common approach of jumping head-first into sketching wireframes makes us fail the user and lose sight of solving true user problems. The screen should not be singled out as the primary medium for human-centered design, and it is the role of the UX lead to ensure that it isn’t. I will argue for the benefits of removing design and show how we can, and must, shift thinking from designing interfaces to solving real user problems with the least amount of friction and pain. Speaker info: http://axbom.com/talk/

1. Eliminate
Design
by Per Axbom
@axbom on Twitter

2. Here’s the problem:
UX professionals
promise to take
for the complete
user experience.
responsibility

3. And then
we...
DON’T!
We jump head
first into
solutions!

4. Say hello to my little friend.
”Let me sketch some wireframes.”
”Let’s do a design studio.”
”Your web form needs optimisation.”
”Well, let’s do a user test.”
”You need to make an app,
everyone’s mobile now.”
”You have a problem
with your service?”
”You have a problem
with your service?”

5. Who?
What?
When?
Where?
Why?
How?

6. The answer to all
problems is far
from a graphical
user interface.

7. Once there
was a need to
recruit...
online HR tool

8. 3 months, 20 people,
X million SEK...
and it all comes down to my
final user test:
online HR tool

9. users
NO
say:
too slow...

10. We built the solution
in Microsoft Outlook.
In two weeks.
The users loved it.

11. When you
know more,
don’t be
afraid to
change
direction.

12. It was never about
the design of the
interface.
It was about
understanding how
people work.

13. Old tools are not necessarily
bad tools, if people use them!

14. moving house
The person filling in the form
does not have easy access to
4 out of 5 of those pieces of
information. Can you help us
build this form?
No.
So the person moving needs to
provide his/her personal id
number, 12-figure facility ID,
and also the personal ID
number of the person who is
moving in, his/her address and
old 12-figure facility ID.

15. Design is not an
option if the real
user problem
persists.
Dude.
Pretty
obvious.
Right?

16. company account?
By the time I heard
back I was already set
up with another bank.
Book advisory meeting
for new company.

17. The friction is not always
in the interface!
If no one responds, the design
of your form is irrelevant.
Why aren’t you
returning my
messages?

18. Who?
What?
When?
Where?
Why? How?
is responding to that form?
are they responding?
do they work?
do they sit?
aretheyresponding?
aretheyresponding?
When you dig, problems appear
and insights are gained.

19. health services
national
Is it good UX
if it creates
problems?
20% time spent on 1% of the interface.
Number of menu items cut in half.
More people logging in! Unprepared staff.
1,2 million users.
1,000 new users/day
14,000 daily logins

20. When the focus and talk is
all about design, UX
professionals fall into the
trap of being an advocate
for, and defending,
interfaces.
We should
know better.

21. 2
Shoot questions
SOLVE the right problem.
1
3
4
5You got this?
Open your mind to change
Learn both sides
Veer when you know more
Enable existing tools
Focus less on design, more on operational problems.
You can never ask enough.
Just as much about the operators as the end-users.
Kill your darlings, adapt to the environment.
Don’t keep running in the wrong direction!
(change direction)

22. Butch up and challenge
the problem. If you
enlighten*, people will
follow you.
UX
Earn your UX badge,take the lead.
to provide with previously lacking insight, information, or knowledge
*en·light·en

23. Grab my card on
your way out!
Thank you
so much!
Connect with me on
axbom.com/connect
Twitter: @axbom
Podcast: uxpodcast.com