6. Visual Design is not UX
I have turned down countless clients who think that a UX
redesign means a visual facelift.
But when we speak with their users, the color palette (font,
icons, logo, etc..) is far from their most pressing problem.
Form should follow function. Nail the UX design, then
enhance the experience with great visuals.
8. UI is not UX
The next most common request we get is to “just ﬁx the
navigation”. Or, can we provide some page layout patterns and
the development team will just “apply those”?
UX precedes UI design to determine the ﬂow and ultimately
which pages and interactions will exist.
UI design can’t start until the UX foundation has been
laid. If the foundation is cracked, you have to tackle that
10. Knowing Users vs Speaking to Users
“We think we've got a really nice start, but are looking for
additional UX expertise to really advance how users will engage
with ______. Basically we believe we need some UX design
Q: Have you shown this to any prospective users?
Q: I’d like to speak with some people in your target
market. Understanding how they might use this app could
fuel some breakthrough ideas...
11. Knowing Users vs Speaking to Users
You probably do know your users, so work that relationship
during the UX (re)design process. Here’s 3 good times to talk:
13. Problem Solving
Need to start oﬀ tackling the problem at the right level: UX not UI.
Marc Hedlund, the founder of Wesabe wrote that “while I was focused on trying to make
the usability of editing data as easy and functional as it could be; Mint was focused on
making it so you never had to do that at all. Their approach completely kicked our
Build the right collaborative teams: product owner, support, sales, marketing,
tech and design. Look for the right skills, experience and personality.
Complexiﬁers vs Simpliﬁers
Complexiﬁers are averse to reduction. These are
the people who write 25 page speciﬁcations when a
picture will do and send long e-mails to the entire
team when one phone call would suﬃce.
Simpliﬁers thrive on concision. They never
let their ego get in the way of the short
path. When you give them seemingly
complicated tasks they simplify,
consolidate and re-interpret on instinct,
naturally seeking the simplest way to
achieve what needs to be done.
Establish a quick, iterative, collaborative UX process in your company.
Discovery ---- > Strategy -----> Design (prototype, test, revise...)---> Launch