UX misconceptions

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  • Ran Liron
    Head of UX @ Varonis

    And also –
    UX mentor at Google’s Launchpad
    Previously –
    UX Lead @ NICE Enterprise
    UX Architect & Team Leader @Netcraft

    And more – I’m doing this for (almost) 20 years.
  • UX misconceptions

    1. 1. Common UX Misconceptions
    2. 2. Who am I? Ran Liron Head of UX @ Varonis Previously UX Lead @ NICE Enterprise (And more – I’m doing this for the last 20 years)
    3. 3. Misconception #1: UX is about…?
    4. 4. 4 UX is about…? UX = UIUser eXperience User Interface ?
    5. 5. 5 Elevators UI
    6. 6. 6 Elevators UI What does this mean?
    7. 7. 7 UX is about…? Are you sure?
    8. 8. 8 Elevators UI
    9. 9. 9 UX is about…? UX = UIUser eXperience User Interface >
    10. 10. 10 UX is about…? UX = Usability ?
    11. 11. 11 UX is about…? UX Usability=
    12. 12. 12 Value UX is about…? (Based on: Peter Morville’s UX Honeycomb) Usability Accessibility Findability Credibility Delight Usefulness
    13. 13. 13 Misconception #2 I know what users need We are not our users!
    14. 14. 14 Misconception #3 Our customers know what they need? "If I had asked people what they wanted, they would have said faster horses”. Henry Ford (or not)
    15. 15. 15 Misconception #4 More features & Options = higher satisfaction? 1) Hick’s law: The time it takes to make a decision is in a direct correlation to the number of choices OptionsFew many Task time Short Long
    16. 16. 16 More features & Options = higher satisfaction? 2) The Paradox of Choice https://youtu.be/VO6XEQIsCoM?t=12m29s
    17. 17. 17 More features & Options = higher satisfaction? The paradox of Choice So – what to do? • Smart defaults. • Content on demand. • Fit scope to role.
    18. 18. 18 Misconception #5 Common practice = Best practice? Similar problems, different users = Same solution? Nope What works for the “Big names” - Google / Amazon / Facebook / etc. Is certainly good enough work for us! Nope Everybody do it = it is the “best practice”
    19. 19. 19 Common practice = Best practice? Multi-lines of tubs?
    20. 20. 20 Common practice = Best practice? App. Users by country
    21. 21. 21 Common practice = Best practice? CAPTCHA Very common, very bad: (See: http://www.beatcaptchas.com/index.html and http://www.karlgroves.com/2012/04/03/captcha-less-security/ )
    22. 22. 22 Common practice = Best practice?
    23. 23. 23
    24. 24. Comments & questions: Ran Liron 972-54-5999947 Lironran@gmail.com

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