The document discusses five common UX myths to avoid, highlighting that effective research must involve real audiences, be unbiased, and triangulated. It emphasizes that users often misjudge their needs, that copying features from larger companies can be ineffective, and that UX design is an iterative process rather than a phase. Additionally, it stresses the importance of evidence in design over personal opinions and the necessity of testing assumptions.

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