How to use UX design strategically to deliver new values driven by core business metrics.

1. 4 Misconceptions About
UX Design
And ONE Hard-To-
Ignore Truth

2. MOHAN KRISHNARAJ
AVP – USER EXPERIENCE,
ADITI TECHNOLOGIES
mohankrishnaraj
userlife.blogspot.in
_mohankrish
mohan.krishnaraj@gmail.com

3. THIS PRESENTATION IS ABOUT….
THE 4 COMMON MISCONCEPTIONS ABOUT
UX DESIGN

4. … AND HOW TO USE UX DESIGN STRATEGICALLY TO DELIVER NEW VALUES

5. Misconception 1
UX Design = Design Thinking
Design thinking is an integrative thinking process about
examining and exploiting opposing ideas and constraints to
understand the needs of the audience.
UX Design is a much broader concept that involves
understanding the business model, performing user research,
and designing the service that best fit the users.
While better use of design thinking methods is useful for any
company to solve its most wicked problems, design thinking will
not in and of itself drive better design.

6. Misconception 2
Enabling Better UX is the
Design Team’s Job
Imbibing an organizational-wide design-centric culture, makes
everything about the product so much better…much more than
any individual designer or design team can bring to the table.

7. Misconception 3
All Fancy New Tech Compliments
Design
Anything that requires users to learn new and complex tasks to
perform a desired action has little or no chance of resonating
with them. Period.

8. Misconception 4
Optimized Design Leads the User
to the Outcome You Envision
Redirecting the user who is repeatedly going off the rails with an
intention to set them straight will serve no good. If they deviate a
bit, it is absolutely fine to bring them on track but when they do it
repeatedly, it’s probably intentional. And you should stop
badgering them.

9. AND THE HARD-TO-IGNORE-TRUTH IS:

10. UX Design Has an Incredible Impact on
the Company's Top and Bottom-Line
Innovation drives business outcomes. Just take away the design
part of any innovative idea and see what you’re left with!
Design has an inherent value in developing empathy and creating
experiences that truly matter to customers thereby increasing
their lifetime value and translating to business results. When
design is effectively integrated with business vision, strategy,
engineering, etc., it serves as an influential force that helps
businesses stay closer to customers, and in return, you can
monetize customers for the great experience delivered.

11. Companies who are moving away from an ad-hoc user-centric mindset to self-sustained
& mature UX Practice are growing at double digit.
Move your
User
Experience
Needle NOW!!
Creative credits: Hemanth Ramesh &
Mitali Shekhawat