UX misconceptions

UXMisconceptionsRan Liron, UX Lead

Enterprise

UX = ?

UX = User experience

4

UX = UIUser eXperience User Interface>

UX = Usability=

5 Common UX Misconceptions

You are not our customer

We are not our customer

I know what the users need“ ”Misconception #1

"If I had asked people what they wanted, they

would have said faster horses”.

The customers knowwhat they need

Henry Ford (or not)

“ ”

Misconception #2

Hick’s law:

Time to make a decision is in correlation to the number of choices

More features & Options = higher satisfaction

“”

Misconception #3

Task time

Options

The paradox of Choice

“people are more likely to make a purchase

and be more satisfied when offered…

More features & Options = higher satisfaction

“”

The paradox of Choice

“people are more likely to make a purchase

and be more satisfied when offered…

only a limited number of choices”.

More features & Options = higher satisfaction

“”

(See: http://www.columbia.edu/~ss957/articles/Choice_is_Demotivating.pdf)

The paradox of Choice

So – what to do?

Smart defaults.

Content on demand.

Fit scope to role.

More features & Options = higher satisfaction

“”

Common practice =Best practice

“”

Misconception #4

Same problem, different user = Same solution?

Nope

Google / Amazon / Facebook “do it right” ?

Nope

Everybody do it = it is the best practice…?

Common practice =Best practice ?

“”

CAPTCHAVery common, very bad:

(See: http://www.beatcaptchas.com/index.html and

http://www.karlgroves.com/2012/04/03/captcha-less-security/ )

UX isn’t the final step in development cycle.

UX isn’t just a preliminary step.

UX is an integral part of the process.

UX design is a step“ ”Misconception #5

Ran.Liron@nice.com 054-5999947