2. http://kaizen-ux.com|@wszp
About Peter W. Szabo
• Hungarian, born in Transylvania
• Published a sci-fi novel in 2000
• UX evangelist living in London
• 7+ years in managing UX teams
• Head of User Experience at
4. http://kaizen-ux.com|@wszp
Why do we need to talk about
SIN in UX Design?
The 10 biggest banks in the UK were
tested, 87% of the users experienced at
last one conversion killer.
Source:Study by WhatUsersDo in Q4 2014,
100 participants.
8. http://kaizen-ux.com|@wszp
1. NOT doing research
• “UX without Research is not UX”
(Hoa Loranger)
• “To build better User Experiences we
need to understand people’s behaviour.
Insight helps us understand.”
(Lee Duddell)
• “Shut up & listen to users.”
(Jakob Nielsen)
16. http://kaizen-ux.com|@wszp
7. Thinking that RWD solves it
2014: 25% of all incoming sales calls to
WhatUsersDo were from companies
experiencing a down-turn in conversion
post RWD
24. http://kaizen-ux.com|@wszp
Summary
1. NOT doing research
2. Pointless UX research/experiment
3. Not continuing research after release
4. Abundance of Features/Steps
5. Trying to create the FINAL design at first try
6. Neglecting MOBILE
7. Thinking that RWD solves it
8. Ignoring people with people with disabilities
9. Too many words
10. Wasting money on buzzword experts
11. Over-promising
12. Being afraid of NEW things