The document discusses several myths and misconceptions about user experience (UX) design. It asserts that UX is about more than just the user interface (UI), involving the system, user, and context. The UX process involves research, design, testing, and iteration. While UX experts have expertise, every project requires a tailored approach. Users may not know exactly what they want or be able to articulate their needs, so usability testing is important. Aesthetics alone do not guarantee an effective design.

1. busted!

2. “UX = UI”

4. UI

5. “UX = USABILITY”

8. 1. The system
2. The user
3. The context

10. “UX IS A STEP IN A PROCESS”

11. 1 2 3 4 5 6
✓

12. 1 2 3 4 5 6
✓

13. Interviews
Competitive analysis
Surveys
Personas
User journeys
Card sorting
etc.
Wireframes
Vision concepts
Story boarding
Task analysis
Use cases
IA
etc.
Mockups
User testing
Color theory
Persuasive design
Grids
First click testing
etc.
User testing
QA
User journeys
etc.
AB testing
User testing
Surveys
First click testing
etc.

14. “UX GURUS KNOW IT ALL”

16. •
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•
•
•
•
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17. “UX IS EXPENSIVE”

18. “Spend 15% of your
development budget,
to DOUBLE your
Conversion Rate”

20. Lean, in-house
User Testing
Full UX services,
including everything!
Tailor-made
services

21. “USERS KNOW WHAT THEY’RE DOING”

23. “USERS KNOW WHAT THEY WANT”

25. “A BEAUTIFUL DESIGN IS ENOUGH”

30. “A USABLE DESIGN IS ENOUGH”

31. but

34. Usability

35. Behavioral Economics,
Emotional design,
Influence principles
Usability

36. “BEST PRACTICES ALWAYS WORK”

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