Eliminate Design - a rant about the responsibility of UX professionals
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Eliminate Design - a rant about the responsibility of UX professionals



LIghtning talk for UXLx 2013. https://www.ux-lx.com/speaker.html?n=pera ...

LIghtning talk for UXLx 2013. https://www.ux-lx.com/speaker.html?n=pera

The all-too-common approach of jumping head-first into sketching wireframes makes us fail the user and lose sight of solving true user problems. The screen should not be singled out as the primary medium for human-centered design, and it is the role of the UX lead to ensure that it isn’t. I will argue for the benefits of removing design and show how we can, and must, shift thinking from designing interfaces to solving real user problems with the least amount of friction and pain. Speaker info: http://axbom.com/talk/



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    Eliminate Design - a rant about the responsibility of UX professionals Eliminate Design - a rant about the responsibility of UX professionals Presentation Transcript

    • EliminateDesignby Per Axbom@axbom on Twitter
    • Here’s the problem:UX professionalspromise to takefor the completeuser experience.responsibility
    • And thenwe...DON’T!We jump headfirst intosolutions!
    • Say hello to my little friend.”Let me sketch some wireframes.””Let’s do a design studio.””Your web form needs optimisation.””Well, let’s do a user test.””You need to make an app,everyone’s mobile now.””You have a problemwith your service?””You have a problemwith your service?”
    • Who?What?When?Where?Why?How?
    • The answer to allproblems is farfrom a graphicaluser interface.
    • Once therewas a need torecruit...online HR tool
    • 3 months, 20 people,X million SEK...and it all comes down to myfinal user test:online HR tool
    • usersNOsay:too slow...
    • We built the solutionin Microsoft Outlook.In two weeks.The users loved it.
    • When youknow more,don’t beafraid tochangedirection.
    • It was never aboutthe design of theinterface.It was aboutunderstanding howpeople work.
    • Old tools are not necessarilybad tools, if people use them!
    • moving houseThe person filling in the formdoes not have easy access to4 out of 5 of those pieces ofinformation. Can you help usbuild this form?No.So the person moving needs toprovide his/her personal idnumber, 12-figure facility ID,and also the personal IDnumber of the person who ismoving in, his/her address andold 12-figure facility ID.
    • Design is not anoption if the realuser problempersists.Dude.Prettyobvious.Right?
    • company account?By the time I heardback I was already setup with another bank.Book advisory meetingfor new company.
    • The friction is not alwaysin the interface!If no one responds, the designof your form is irrelevant.Why aren’t youreturning mymessages?
    • Who?What?When?Where?Why? How?is responding to that form?are they responding?do they work?do they sit?aretheyresponding?aretheyresponding?When you dig, problems appearand insights are gained.
    • health servicesnationalIs it good UXif it createsproblems?20% time spent on 1% of the interface.Number of menu items cut in half.More people logging in! Unprepared staff.1,2 million users.1,000 new users/day14,000 daily logins
    • When the focus and talk isall about design, UXprofessionals fall into thetrap of being an advocatefor, and defending,interfaces.We shouldknow better.
    • 2Shoot questionsSOLVE the right problem.1345You got this?Open your mind to changeLearn both sidesVeer when you know moreEnable existing toolsFocus less on design, more on operational problems.You can never ask enough.Just as much about the operators as the end-users.Kill your darlings, adapt to the environment.Don’t keep running in the wrong direction!(change direction)
    • Butch up and challengethe problem. If youenlighten*, people willfollow you.UXEarn your UX badge,take the lead.to provide with previously lacking insight, information, or knowledge*en·light·en
    • Grab my card onyour way out!Thank youso much!Connect with me onaxbom.com/connectTwitter: @axbomPodcast: uxpodcast.com