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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
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