Slides from my talk at Product Tank Bristol on 1st November 2016. I explore five common myths that exist within the field of user experience and how to address them.

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