THE SEVEN (+)

DEADLY SINS

IN UX DESIGN

PETER W. SZABO (@WSZP)

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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

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Kaizen-UX.com

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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.

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WHO defines UX.SIN?

a. The HiPPOs

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WHO defines UX.SIN?

a. The HiPPOs

b. UX experts / UX team

c. The UX evangelists

d. The holy book/blog of UX

e. The users

http

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WHO defines UX.SIN?

a. The HiPPOs

b. UX experts / UX team

c. The UX evangelists

d. The holy book/blog of UX

e. The users

http

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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)

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How to integrate research in

your WORKFLOW?

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2. Pointless UX research

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3. Not continuing research

after release

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4. Abundance of

Features/Steps

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5. Trying to create the FINAL

design at first try

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Nothing is final!

“A worm is the only animal that can’t fall

down.” (But failing is not a rite of passage!)

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6. Neglecting MOBILE

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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

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RWD is NOT a silver bullet

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8. Ignoring people with

disabilities

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9. Too many words

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10. Wasting money on

buzzword experts

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11. Over-promising

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12.

Being

afraid of

NEW

things

Scott Eaton

Hephaestus II.

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My

Holistic

UX

view

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Summary1. 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

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The 13th SIN

Thinking that there are only 12!

Have you SINNED?

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Questions?

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Kaizen-UX.com