This document outlines 7 common mistakes in digital product design: 1. Prioritizing desktop design over mobile ("Desktop First") 2. Focusing on new features rather than solving user problems ("Features Based") 3. Adding unnecessary complexity and frictions that distract from the core purpose 4. Not properly onboarding and educating new users about how to use the product 5. Designing for hypothetical users rather than real users' behaviors and needs 6. Not structuring information and content in a clear, scannable way 7. Focusing on acquiring more users and traffic before optimizing the existing user experience

1. 7COMMON
MISTAKES
DIGITAL
PRODUCT
DESIGN
in

2. GERARDO FORLIANO

5. STEVE KRUG

6. Your goal should be for
each page to be
self-evident, so that just by
looking at it the average
user will know what it is
and how to use it
STEVE KRUG
“
”

8. LIVE SURVEY

9. LIVE SURVEY
bit.ly/livegce

10. LIVE SURVEY
bit.ly/livegce

11. DESKTOP
FIRST
1.
#MobileFirst

13. 48.71%
MOBILE
TRAFFIC
Q1, 2019

14. 48%

15. 52%

17. FEATURES
BASED
2.
#ProblemBased

22. Will this
feature bring
us closer to
our vision?

23. Will this
feature bring
us closer to
our vision?

24. Will this
product release
add anything of
value to our
end user?

25. Questa product
release ci
avvicina alla
nostra vision?
Will this
product release
add anything of
value to our
end user?

26. Does this
feature solve
our customers'
problem?

27. Questa product
release ci
avvicina alla
nostra vision?
Stiamo creando
valore
significativo per
l’utente finale?
Does this feature
solve our
customers'
problem?

28. FRICTIONS
EVERYWHERE
3.
#StayFocused

31. Your goal is to help
people find your
content, not show
them a new way to get
around a website.
NEIL PATEL
“
”

32. THAT’S
ALRIGHT
4.
#OnboardUsers

33. MOMENTAHA

34. onboardingUser

35. onboarding
First login with hints
User

36. onboarding
First login with hints
Video-tutorials
User

37. onboarding
First login with hints
Video-tutorials
Educational emails
User

38. onboarding
First login with hints
Video-tutorials
Educational emails
Fake data import
User

39. VIRTUAL
ENVIRONMENT
5.
#ThinkReal

41. DESIGN
THINKING

42. INFORMATION
GAP
6.
#MainInfo

44. USE PLENTY
OF HEADINGS

45. KEEP
PARAGRAPHS SHORT
USE PLENTY
OF HEADINGS

46. USE BULLETED LISTS
KEEP
PARAGRAPHS SHORT
USE PLENTY
OF HEADINGS

47. USE BULLETED LISTS
KEEP
PARAGRAPHS SHORT
HIGHLIGHT
KEY TERMS
USE PLENTY
OF HEADINGS

48. THE MORE
TRAFFIC,
THE BETTER
7.
#OptimizeBelow

52. CONVERSIONRATE

53. CONVERSIONRATE
CUSTOM
ER
SEGM
ENT
.

54. CONVERSIONRATE
CUSTOM
ER
SEGM
ENT
.
PROBLEM
.

55. CONVERSIONRATE
CUSTOM
ER
SEGM
ENT
.
PROBLEM
.
PRICING
.

56. CONVERSIONRATE
CUSTOM
ER
SEGM
ENT
.
PROBLEM
.
PRICING
.
OTHER
FRICTIONS
.

57. 3TAKEAWAYS

58. 1.
RETAIN CURRENT USERS
BEFORE ACQUIRING NEW ONES

59. DIG DEEPER INTO YOUR
CUSTOMER JOURNEY
2.

60. LESS IS (MUCH) MORE
3.

61. thank you