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Five UX myths - UXCE16, Berlin, Germany


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My closing plenary at UX Camp Europe in Berlin, 2016. The presentation has a vaguely symphonic form, divided into four movements.

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Five UX myths - UXCE16, Berlin, Germany

  1. 1. Eine Kleine Nach-musik Eric Reiss @elreiss UX Camp Europe June 26, 2016 Berlin, Germany
  2. 2. “The plenary speech affirms each attendee’s search for knowledge. It often seeks to put their recent hard (or not so hard) work into the context of their future.” Minnesota Public Radio
  3. 3. AllegroAllegroAllegroAllegro
  4. 4. You are the greatest people in the world You are all unique and special individuals Motivational speaker
  5. 5. Follow your passion Follow your heart Follow your dream Oprah Winfrey
  6. 6. Make a difference! You are our future! The world is depending on you! The evangelist
  7. 7. Education pays! You have to pay your dues Demonstrate your potential Self-made millionaire
  8. 8. Leap Commit Make something happen Seth Godin
  9. 9. (Are you all inspired yet?)
  10. 10. AdagioAdagioAdagioAdagio
  11. 11. • We’re experiencing an information explosion • We know how to deal with problems the rest of the world hasn’t even thought about yet • We all face individual market pressures – not just between different countries – but between different regions, too • The job titles haven’t been defined or standardised • The business community still doesn’t really know what we do so budgets are low The world today
  12. 12. “For those who believe, no proof is necessary. For those who don’t believe, no proof is possible.” Stuart Chase (U.S. social theorist)
  13. 13. • “Responsive” is a step back to 1995 • Cross-channel consistency is a false god • Communities are being reactive rather than proactive: – Romanian Institute of Technology • We are still fighting with basic problems – bandwidth – battery life – connectivity • We love process more than results There’s a downside
  14. 14. DWYNTDTGTSD Do What You Need To Do To Get The Shit Done Reiss’s Development Process
  15. 15. Reiss’s Integration Model (3:24 AM) Figure out the business problem Understand the opportunities Channel your energy Kiss some ass Institutionalize the process Take care of the business goals
  16. 16. (There’s probably an acronym in there somewhere...)
  17. 17. • The economic downturn weeded out the crap UX companies • UX does not just happen on a screen – Service design is on the rise – The IoT is helping change UX perceptions • We’re becoming a profession, not a trade – But don’t discount empirical experience • People at the edge drive true change But there’s also an upside
  18. 18. • The first-world problems of battery life and connectivity will have been solved • We will be designing data systems, not talking about apps and websites • Privacy settings are going to be the currency of the future My view of the future
  19. 19. “Those who control the past control the future. Those who control the present control the past.” George Orwell
  20. 20. (published 1949)
  21. 21. “The telescreen received and transmitted simultaneously. Any sound that Winston made, above the level of a very low whisper, would be picked up by it; moreover, so long as he remained within the field of vision which the metal plaque commanded, he could be seen as well as heard. There was of course no way of knowing whether you were being watched at any given moment. How often, or on what system, the Thought Police plugged in on any individual wire was guesswork. It was even conceivable that they watched everybody all the time. But at any rate they could plug in your wire whenever the wanted to. You had to live – did live, from habit that became instinct – in the assumption that every sound you made was overheard, and, except in darkness, everymovement scrutinized.” George Orwell “1984” – published in 1949
  22. 22. Privacy is like virginity. Once you lose it, it is lost forever.
  23. 23. ScherzoScherzoScherzoScherzo
  24. 24. • What are my lifetime goals? • How would I like to spend the next 3-5 years? • If I knew I was going to be hit by lightning in six months, what would I do tomorrow? So, who do you want to be?
  25. 25. • What are you going to do to change your world? – Is your world going to take care of itself? – Or are you going to contribute? • If so, how? • If we are in the Dark Ages, who will be our renaissance leaders? • Where is our Bauhaus? Our Arts & Crafts? Our Wiener Werkstætte? • Look at your papers – where do you want to be? More questions for you
  26. 26. About me
  27. 27. “It is our failure to become our perceived ideal that ultimately defines us and makes us unique.” Conan O’Brien Dartmouth, 2011
  28. 28. RondoRondoRondoRondo
  29. 29. Let’s kill a few myths
  30. 30. “UX is something on a screen” NO! It’s about optimizing a series of interactions – and not just on a screen. Myth #1
  31. 31. Conceptual design
  32. 32. User testing
  33. 33. Proof of concept
  34. 34. UX ID SD IA CS
  35. 35. UX design represents the conscious act of : • coordinating interactions we can control • acknowledging interactions we cannot control • reducing negative interactions
  36. 36. Can influence Cannot influence Business critical Screw it A simple decision model
  37. 37. Top tip: If the first question a company asks you during an interview is “Can you wireframe” You don’t want the job!
  38. 38. “UX is only about touchpoints” NO! It’s also how users get from one touchpoint to the next. Myth #2
  39. 39. What they found surprised them. While the company’s overall customer-satisfaction metrics were strong, focus groups revealed that a large number of customers left because of poor service and shoddy treatment over time. “How can this be?” one executive wondered. “We’ve measured customer satisfaction for years, and our call centers, field services, and website experience each score consistently over 90 percent. Our service is great!” As company leaders probed further, however, they discovered a more complex problem. Most customers weren’t fed up with any one phone call, field visit, or other individual service interaction– in fact, most customers didn’t much care about those singular touchpoint events. What was driving them out the door was something the company wasn’t examining or managing–the customers’ cumulative experience across multiple touchpoints, multiple channels, and over time.
  40. 40. “UX is about making end users happy.” NO! It’s also about solving the business goals of the stakeholders. Myth #3
  41. 41. UX
  42. 42. Science Humanities Business We are here
  43. 43. Goethe „Es hört jeder doch nur, was er versteht.“
  44. 44. “He hears only that which he understands” Goethe
  45. 45. “He hears only that which he understands” XMLGoethe CMS UX UCD CMUxD CSS
  46. 46. Top tip: Read the key strategic documents – business plan, marketing strategy, etc. And don’t trust the client’s own research – talk to a few users yourself!
  47. 47. UX is just another name for CX NO! Customers and users are not always the same. Myth #4
  48. 48. Top tip: Don’t get drawn into semantic arguments. Do the job – the definitions are less important than you might think.
  49. 49. “UX is a new discipline.” NO! And the tools and techniques have been around since the dawn of time! Myth #5
  50. 50. 50-year-old wearable
  51. 51. 150-year-old infographic
  52. 52. 170-year-old sitemap
  53. 53. 220-year-old SEO project
  54. 54. 250-year-old knowledge map
  55. 55. 300-year-old taxonomy
  56. 56. A 400-year-old content inventory
  57. 57. 650-year-old personas
  58. 58. 5000-year-old wireframe
  59. 59. 15000-year-old storyboard
  60. 60. Gestural interfaces - 1935 “Golddiggers of 1935” –
  61. 61. • You are unique! • You can change the world! Some of you will…and thank goodness for that! A few parting words
  62. 62. Danke!
  63. 63. The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 07 07 Mobil: (+45) 20 12 88 44 Twitter: @elreiss Eric Reiss can (usually) be found at: