1.
FIVE UX MYTHS
TO AVOID
Bonny Colville-Hyde
Product Manager & UX Architect
@almostexact

2.
WINTERTemplate
ALL RESEARCH
IS GOOD
01

3.
WINTERTemplateRESEARCH DATA IS USEFUL
IF:
• It uses your real audience(s)
• It is unbiased
• It is triangulated
01

4.
02
USERS KNOW
WHAT THEY
NEED

5.
02
USERS ONLY KNOW
THEIR PROBLEMS:
• People are bad at predicting
their behaviour
• We can be objective about a
problem space

6.
03
IF AMAZON
DOES IT, WE
CAN DO IT

7.
03
COPYING FEATURES IS
WASTED EFFORT:
• You’re probably not a global
super power retailer
• No value beyond ‘hygiene’
• You’re not competing

8.
04
UX WORK IS A
PHASE IN A
PROJECT

9.
04
EXPERIENCE DESIGN IS
ITERATIVE:
• Learn and repeat
• Get feedback frequently
• Never stop listening

10.
05
UX ‘EXPERTS’
CAN DESIGN
WITHOUT
EVIDENCE

11.
05
YOUR AUDIENCE
MATTERS MORE THAN
AN EGO:
• Test assumptions
• Evidence trumps opinion
• Value failure

12.
THANK YOU
@almostexact