2. @whatusersdo #CampDigital
Enemies of UX & how to defeat them
• 2 slides to keep Marketing happy
• 3 reasons why me?
• 1 competition
• Top 10 Enemies Chart
• 10 minute scoring workshop
• 5 things to do. Next week.
6. @whatusersdo #CampDigital
Competition*
• Join User Experience Insights on LinkedIn
• Comment or start a discussion
• Entered into a £2k Managed Service draw
*If you are watching on iPlayer competition will be closed.
7. @whatusersdo #CampDigital
UX Enemies
• Countdown chart based on severity
• From clients, research & experts
– Case Studies
– Anecdotal evidence
– What the best do
• Score yourself/your neighbour
8. @whatusersdo #CampDigital
#10 Analytics & Data = UX insight
• Only What and How Many not Why
• At best indicate where there is a problem
– not Why
• You only have Analytics for your site
– Most users don’t convert on your site
• The Best gather UX insight to understand Why
10. @whatusersdo #CampDigital
#9 Best practice & 3rd party research
• What exactly is best practice?
– Especially in mobile?
• Relying on 3rd party research does not answer
Why?
• X% of users say they would “do this or not do
that”
11. @whatusersdo #CampDigital
Why?
• Because it’s hard to checkout
• Because they think they are missing something
67%
of users start on
a SmartPhone
& finish on a
computer (Google
Research)
13. @whatusersdo #CampDigital
#8 Website refresh will fix it
• 20% of incoming sales calls are from failed re-
designs
• Bad: we re-designed because we thought we
needed to
• Worse: because we re-platformed
• The Best make smaller changes based on
evidence
16. @whatusersdo #CampDigital
#6 UX Imposters
• MVT ≠ UX
• Session recording ≠ UX
• Hypothesis based on hunches
• Incremental improvements
• The Best use UX insight to make these tools
work harder
17. @whatusersdo #CampDigital
#5 Your Design Agency
• An enemy of UX
• Yes, they are
• The Best test their Agency deliverables with
users
• Checklist later on in this deck
20. @whatusersdo #CampDigital
#3 Aspirational design
• Your competitors have not got it right
• The Best see competitors through users’ eyes
– Observing users starting at Google
– Or user benchmarking
22. @whatusersdo #CampDigital
#1 Guessing
• Not finding out Why?
• Hunches, instinct and opinion
• HiPPOs
– Worse HiPPPOs! (the extra “P” means Partner i.e.
“High Paid Person’s Partner’s Opinion”
62% base design decisions on hunches
and guesswork
23. @whatusersdo #CampDigital
UX Enemies Chart
#1 Guessing
#2 Process is a panacea that will fix it
#3 Aspirational Design
#4 Focus Groups & Surveys
#5 Your Design Agency
#6 Thinking it’s done with Imposters (e.g. MVT)
#7 Occasional Usability Labs
#8 Website re-fresh or re-design
#9 Relying on best practice & 3rd party research
#10 Relying on analytics & data
24. @whatusersdo #CampDigital
New Chart entrants discussed during
the workshop
• It’s qualitative, how can it be so good?
• That’s all fine, but the CEO over-ruled the
insight!
25. @whatusersdo #CampDigital
Enemies are caused by wrong inputs
Inputs you have: Inputs you need:
• Data
• Opinion
• Hunches
• HiPPOs
• Surveys
• Focus Groups
• Best practice
• Insight from User
Observation
• Backed up by Data
26. @whatusersdo #CampDigital
5 things you can do next week
You can’t change culture, but you can chip away
at it
… otherwise you may become a UX Martyr!
27. @whatusersdo #CampDigital
1 Read
• Why most UX is shite by Leisa Reichelt
• This CRE article with a long title:
We have designed pages for more top-500
websites than any other company. Here’s why
they are winning.
28. @whatusersdo #CampDigital
2 Introduce “Why?” into meetings
• What if we knew Why?
• Rather than guess, shouldn’t we find out
Why?
• *Boss level+ It’s worth validating with
customers to see how right you are!
29. @whatusersdo #CampDigital
3 User Exposure
• Guerrilla testing
• WhatUsersDo
• “Just try and order something or get your
husband to!”
• Closest thing UX has to Silver Bullet
30. @whatusersdo #CampDigital
4 Use Case Studies
• From this presentation
• We have many – just ask or tweet us
• Mobile Moves On Event & Report
31. @whatusersdo #CampDigital
Conversions Up 9.5%
By observing users
Ripped up their dev plan
We deliver incredible results
Contact Us:
WhatUsersDo, United House, London, N7 9DP
P. +44 (0)207 036 1950, nick.imrie@WhatUsersDo.com
AO.com Case Study
32. @whatusersdo #CampDigital
5 Choosing “UX” Designers
• Emphasis on User Insight
– Professional in-house User Researchers
– How do you deliver a great UX?
– Plan that includes UX Testing & users
34. @whatusersdo #CampDigital
Next…
• Tweet a link to this deck
– Follow @whatusersdo
• Fri 4th April announce the competition winner
on Twitter
– LinkedIn Group