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5 UX Mistakes that are killing your products

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Often, without realizing, we commit mistakes that as UX professionals we shouldn't do. This list is a reminder of what are common UX mistakes we should avoid in our process so we don't set up the time bomb on the product.

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5 UX Mistakes that are killing your products

  1. 1. 2015 SOMIA CUSTOMER EXPERIENCE 112/3/15 5UXMISTAKES THATAREKILLINGYOURPRODUCT •  Ketut Sulistyawati •  @tyawati http://goo.gl/gI4Vro
  2. 2. 2 1Designing for yourself, never meet and talk with the users
  3. 3. 3 Many new products are created because they solve a personal problem. But there comes a point when founders have to stop solving their own problems, and look at the bigger audience. Your experience of a problem is vastly different from everyone else's. Insulinangel.com InsulinAngel was launched by Amin, a founder with Type 1 diabetes. He travels alot and his insulin is often exposed to varying temperatures week-to-week. So he solved the problem of monitoring the temperature of his own medication with InsulinAngel. http://blog.kennedyturner.com/designing-for-yourself/
  4. 4. “YOUARENOTTHEUSER NEITHERISYOURBOSS” When designing, it’s easy to assume that everybody is like you. You know a lot about your products / services. But sometimes, knowing too much can backfire. It is difficult to unlearn what you know. Stop seeing inside-out, start involving your users and get fresh outside-in perspectives. 4 Jessyca Frederick Director of Product Management, ThisNext
  5. 5. 12/3/15 52015 SOMIA CUSTOMER EXPERIENCE
  6. 6. 12/3/15 62015 SOMIA CUSTOMER EXPERIENCE
  7. 7. 7 Get out of the building and get to know your users! q  Observe how they behave q  Talk to them to understand their motivations and pains q  Empathize, put yourself in their shoes How to Avoid UX MISTAKE 1. DESIGNING FOR YOURSELF
  8. 8. 8 2Overly focused on visual, forgetting the rest
  9. 9. 9 http://www.domperignon.com/agegate.php?redirect=/
  10. 10. 10 "By adding Lorem Ipsum to the design you are essentially dressing your king before you know his size.” Kyle Fiedler https://goo.gl/gfboM3
  11. 11. 11
  12. 12. 12 http://goo.gl/DD8iJL Visual design is just one of the factors that influence the user experience
  13. 13. 13 http://goo.gl/H7LyCa UX is total, holistic experience
  14. 14. 14 Consider all aspects that affect the experience q  Business goals q  User needs & ease of use q  Content q  Technical capabilities & limitation How to Avoid UX MISTAKE 2. OVERLY FOCUSED ON VISUAL
  15. 15. 15 3Settle in too early, never test with users, never iterate
  16. 16. 16 http://goo.gl/LNIRUc Pixel perfect is good. But doing this early on can be dangerous. You’ll become attached and feel bad to throw it away.
  17. 17. 17 What could be What should be What will be # ideas time “what could be” Explore a lot of ideas Spend little time in each idea “what should be” Evolve selected ideas More time to refine “what will be” Specify what to build Attention to details
  18. 18. 12/3/15 Experience is the result of the interaction between the user and the product / service. If you don’t get people to try it, how would you know what the experience is like? If it’s in your head, it’s not experience 18
  19. 19. 12/3/15 192015 SOMIA CUSTOMER EXPERIENCE
  20. 20. 12/3/15 202015 SOMIA CUSTOMER EXPERIENCE Saldo Rp50473 1 Belanja di toko 2 Isi Pulsa 3 Pembayaran 4 Belanja Online 5 Kirim Uang 6 Tarik Uang 7 Pengaturan 8 Info
  21. 21. 12/3/15 212015 SOMIA CUSTOMER EXPERIENCE image source: http://goo.gl/P4y616 PROTOTYPE TEST DESIGN
  22. 22. 22 Prototype, test, iterate q  Explore many solutions in the beginning q  Prototype, but no need to be perfect q  Test and learn q  Continuously iterate How to Avoid UX MISTAKE 3. SETTLE IN TOO EARLY
  23. 23. 23 4Copy blindly, without understanding context
  24. 24. 24
  25. 25. 25
  26. 26. 26 By all means take inspiration but it’s important not to blindly copy another design without trying to reverse engineer the rationale and really evaluate whether it’s a good design or not. You certainly don’t want to copy a flawed design and don’t assume that just because a big name is using the design that it’s any good! http://www.uxforthemasses.com/great-ux-ideas/
  27. 27. 27 https://goo.gl/e5DsIW
  28. 28. 28 http://goo.gl/jI8nfg
  29. 29. 29 Always check with your context q  Ask why they use that specific design q  Ask how this is similar / different with your business, users, context q  Evaluate whether this will be consistent with the intended product / service experience How to Avoid UX MISTAKE 4. COPY BLINDLY
  30. 30. 30 Monkey see, Monkey do Don’t be monkey http://goo.gl/DpBx39
  31. 31. 31 5Work alone and hope you can do magic
  32. 32. 32 http://goo.gl/fHOom9
  33. 33. 33 A customer’s experience is affected by the whole story: brand, campaigns, websites, store design, packaging, product design, interaction design, customer support, user community, disposal / replacement. It’s absurd to think that one person can design all of this. Good UX design requires everyone in the team to understand the users, and do their part of the job to deliver experiences to the users in an orchestrated manner.
  34. 34. 34 Collaborate, collaborate, collaborate q  Discuss with clients, product managers, designers, developers, marketing, sales, customer service support team q  Bounce ideas with others (not necessarily your coworkers) q  Make friends with your users How to Avoid UX MISTAKE 5. WORK ALONE
  35. 35. 35
  36. 36. THANKYOU KETUT SULISTYAWATI @tyawati 2015 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 36
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Often, without realizing, we commit mistakes that as UX professionals we shouldn't do. This list is a reminder of what are common UX mistakes we should avoid in our process so we don't set up the time bomb on the product.

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