The document outlines 10 common mistakes made in user experience design that negatively impact users. It summarizes Craig Morrison's presentation on improving a product's UX by avoiding these mistakes. The mistakes include prioritizing visual design over usability, leaving unused features to create clutter, and failing to test designs with users to understand their actual needs and preferences. Morrison provides solutions for addressing each mistake, such as consulting UX experts early on, regularly analyzing analytics to remove unused features, and conducting user testing.

1. 10
Fixes
for
Improving
Your
Product’s
User
Experience
Tweet
with
other
a+endees:
#UTWebinar
Today’s
Speaker:
Craig
Morrison
Usability
Consultant
&
Entrepreneur,
UsabilityHour
Host:
Chris
Hicken,
COO
at
UserTes@ng
Connect
with
UserTes@ng:
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@UserTes@ng
facebook.com/UserTes@ngcom
Webinar
Presenta@on:
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2. USABILITYHOUR.COM
Thanks for showing up!
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3. USABILITYHOUR.COM
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Create Better User
Experiences
WHY ARE WE HERE?
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If I design it, they will come...
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What happened? Why don’t you love it?
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Advertising Agencies
Freelance Work
Clients
Clients
Clients
Clients
=
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Wanted to be attached to users longer
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Co-founded two startups
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UX!
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UX? Pfft...
How can this help me?
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What does every
business need?
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More business
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POSITIVE USER
EXPERIENCES
=
GROWTH
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“What a horrible restaurant, I can’t wait
to tell all my friends to eat here.”
- no one ever
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Fantastic experiences make
people want to share.
(positive ux = growth)
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“With great UX, sharing becomes
a natural and frequent part of the
product’s standard use case...”
- Sean Ellis, GrowthHackers.com
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300% Increase
per day
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Create better experiences by
fixing these 10 UX mistakes
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Focusing on Impressive Design
Instead of Usable Architecture
1
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Users don’t get value from your
product because it looks nice
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Users get value from accessing the
benefit you offer quickly and easily
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Talk to a UX consultant first
Plan a usable content structure
Then focus on visual design
SOLUTION
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Not Removing
Unvalidated Features
2
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If you have features that no one
is using, they build up & create clutter
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Clutter is bad. It makes it harder
for users to access the value that
they want from you
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Pay attention to your analytics
If no one is using that feature, it must
be removed ASAP
SOLUTION
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Listening to What
Users Want
3
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People are unreliable.
What they say they want, and what
they actually use are very different.
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Listening to users will lead to
building features that no one wants
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Start user testing
Watching how a person uses your
product will reveal their needs to you
SOLUTION
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Forcing People to Signup
Without Offering Any Value
4
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When you go into a store, do they ask
for your credit card at the door?
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You browse the store first, and if you
see something you like, you buy it
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Asking a visitor to sign up before
even seeing what you’re offering is
asking too much
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You will lose potential users
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Show why your product is valuable
Explainer videos, demos & free trials
SOLUTION
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Taking User Feedback
Personally
5
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“It’s not my fault, users are just dumb
They’ll learn it after a while”
- Me, many years ago
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No two sets of users are the same
You’ll never get UX right the first time
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Change your mindset
Complaints are hidden opportunities
to improve your UX
SOLUTION
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Poorly Designed
Search Function
6
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50% of web users are search dominant
- Nielsen Norman Group
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No, or bad, search means half of your
users must use a form of navigation
they don’t want to
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Search is a user’s “help me” tool when
they are lost or frustrated
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Follow proper guidelines for designing a
usable search function
SOLUTION
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Not Optimizing for Mobile
7
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Mobile traffic on web is 20% and rising.
People on a mobile device won’t use your
site if it’s not optimized
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Not having a mobile friendly site means
you’re driving away 20% of your traffic
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Invest time & money into a simple
mobile site. I use 3 media queries.
(desktop, tablet, mobile)
SOLUTION
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Not Offering Users Help
8
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It is inevitable.
Users will to get lost and confused
when using your product
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Without access to help, users will feel
frustrated and helpless
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They will leave. They will not be back.
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Create a searchable wiki and extensive
FAQ page. Create “how to” videos.
Offer live support when possible.
SOLUTION
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No Emotional Connection
Between Brand and Users
9
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Users who feel emotionally connected
to your brand have a better experience
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Apple’s brand is based on the belief that
things should look beautiful and work
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Their users hold the same values
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They are more willing for forgive Apple’s
mistakes, because they love them
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If your brand is a stranger to your users,
they will be quick to dislike you for even
the smallest mistakes
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Focus on building your brand early.
Pick a belief you are passionate about.
Make it part of everything you do.
SOLUTION
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Not Including
User Onboarding
10
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A new user’s first impression is the
most important part
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Instead of focusing on the value, they’re
busy trying to learn how to navigate
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If they get too frustrated... they quit
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They don’t come back
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What’s the point of getting new users if
they never come back?
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Onboarding teaches users how, and
illustrates your value all at once
SOLUTION
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Pinterest Example
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Pinterest Example
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20% increase in new users who were still
active a month later
Activation
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Activating a new user properly is the
most important step
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1. Get traffic to landing page
2. Convert that traffic
3. Activate into long lasting users
Real Growth through UX
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Find. Convert. Activate.
usabilityhour.com/activate
3 steps to growing through great UX
MY ONLINE COURSE
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Step 1 - Finding New Users
usabilityhour.com/activate
Getting traffic to your landing page
Pull
Push
Product
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Step 2 - Converting into Users
usabilityhour.com/activate
Proper landing page techniques
Unique Value Proposition
Testimonials
Visual Weight
Call to Actions
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Step 3 - Activating into monthly users
usabilityhour.com/activate
Demonstrating Value
Onboarding
Welcome Process
Email Campaigns
Delivering Positive UX
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Find. Convert. Activate.
usabilityhour.com/activate
100% Money Back Guarantee
$197
Discount code: usertesting
IN PRODUCTION
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87. USABILITYHOUR.COM
FREE EBOOK BONUS
usabilityhour.com/5minute-ux/
Tuesday, 20 January, 15

88. Thank
you!
UserTes@ng
Enterprise
Accelerated
learning
+
deep
insights
+
your
target
audience
Ques@ons?
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Tuesday, 20 January, 15