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@PatrickMooney
#RefreshBoyne
30th November 2016
bit.ly/RefreshBoyneUX
Why
User Experience
Design Fails.
@PatrickMooney
Why
User Experience
Design Fails.
bit.ly/RefreshBoyneUX
My Community engagement
• Monthly MeetUp Group
• Co-Organiser
• 1500+ Members
• @Dublin_UX
• meetup.com/Dublin-UX/
• Guide to all UX events
• Across Lanyrd and 

Twitter
• @UXinDublin
• UXoverLunch
• New initiative to
promote shared
learning over lunch
• @UXoverLunch
• UXoverLunch.com
Why User Experience
Design Fails
in 7 lessons
But first a
message….
Is UX this lean mean
machine?
Expectation it will
make everything
right
It’s magic?
Not understanding
User Experience
Why
User Experience
Design Fails.
1
What does UX mean to
you?
https://www.paulolyslager.com/what-does-ux-mean/
“It means user satisfaction.”
“Not having cheeky pop up windows like this
interrupt my browsing experience.”
“In my humble opinion, it means how a user feels about a
website from an overall perspective. Aesthetic, navigation
experience, content and level of satisfaction achieved.”
“Eliminate difficulties.”
“User experience is cringing
the seconds a person takes to
click ‘buy’.”
“How easily people find what they are
looking for on the website”
“Performance + emotion all throughout a
Web site or an app”
UX Soup
CXcustomer experience
UIuser interface (designer)
UCDuser-centered design
UEUser Experience
HCIHuman Computer Interaction
The disciplines of 

User Experience Design
Interaction Design
• Usability engineering
• User interface design
• Interactive environments
The disciplines of 

User Experience Design
Interaction Design
• Navigation design
• Data visualisation
• Guidance systems
Information Architecture
The disciplines of 

User Experience Design
Interaction Design
• Interaction Design
• Information Architecture
• Communication design
• Motion Design
Information Architecture
User Experience Design
Confusing UX for
UI Design
Why
User Experience
Design Fails.
2
Can you make it
look better?
Why user experience design fails.
Clunky
Clunky
clunk·y
ˈkləNGkē
adjective informal
1. awkwardly solid, heavy, and outdated.
"even last year's laptops look clunky”
2. making a clunking sound.
"clunky conveyor belts"
The Rise of Clunky
Google Books NGram
1969 

internet is
born
The UX unicorn
Are we to blame for this?
Job titles certainly don’t help clarify things!
http://www.slideshare.net/chrisfeix/why-ux-fails-with-notes
• Field research
• Face to face interviewing
• Creation of user tests
• Gathering and organising statistics
• Creating personas
• Product design
• Feature writing
• Requirement writing
• Graphic arts
• Interaction design
• Information architecture
• Usability
• Prototyping
• Interface layout
• Interface design
• Visual design
• Taxonomy creation
• Terminology creation
• Copywriting
• Presenting and speaking
• Working tightly with programmers
• Brainstorm coordination
• Design culture evangelism
• Field research
• Face to face interviewing
• Creation of user tests
• Gathering and organising statistics
• Creating personas
• Product design
• Feature writing
• Requirement writing
• Graphic arts
• Interaction design
• Information architecture
• Usability
• Prototyping
• Interface layout
•Interface design
•Visual design
• Taxonomy creation
• Terminology creation
• Copywriting
• Presenting and speaking
• Working tightly with programmers
• Brainstorm coordination
• Design culture evangelism
HOW UX WANTS TO BE SEEN HOW UX IS TYPICALLY SEEN
A User Experience helps
your user decide on
whether or not they will act.
Involves emotion and
feeling.
UX vs UI
The reality
The UI is still
Windows
UX vs UI
The User Interface gives the
user the means in which to act.
Don’t just hire a
UI designer
DesignersUI
CodeContent
Website
Social MediaGame
Application
DevsUI
Code
DesignersUI
Code
Content
Devs
DesignersUI
Content
Where UX

sits UX
DesignersUI
CodeContent
Website
Social MediaGame
Application
DevsUI
Code
DesignersUI
Code
Content
Devs
DesignersUI
Content
Where UI

sits UX
UXUX
UXUX
Website
Social MediaGame
Application
UXUX
UX
UXUX
UX
UX
UX
UXUX
UX
The Reality UX
#UXFail
Why
User Experience
Design Fails.
3
#UXFail
#UXFail
#UXFail
Does this satisfy a user need?
User validated design.
Is this bad design?
#UXFail
UXFail MeetUp and Podcast
@UXFailPodCast
http://bit.ly/UXFailPodcast
Control
Why
User Experience
Design Fails.
4
The HiPPO
The HiPPO
http://whatusersdo.com/blog/hippos/
Don’t rely on Gut
Feelings or Opinions
Design by
Committee
Let’s talk about diversity
marketingweek.com/2015/11/25/an-
utter-disgrace-marketings-diversity-
problem
Balance between
Hero designer vs Committee design
http://www.designbycandlelight.com/ux-process-hero-designer-dies-hands-baton-product/ http://sixrevisions.com/project-management/how-to-navigate-design-by-committee/
Balance is restored
through User Testing
Not involving
real users
Why
User Experience
Design Fails.
5
Testing with users
https://timbdesign.com/ http://usabilitygeek.com/
You are NOT a USER
http://www.iamnotauser.com
You are NOT a USER
One of usability’s most
hard-earned lessons is that
you are not the user. If you
work on a development
project, you're atypical by
definition.
- Jakob Nielsen
“
”
Build - Measure - Learn
Concept
continual
validated
learning
Validate
Internally
Test
Externally
Learn from
user behaviour
team/stakeholder
real users
Prototype
UX seen as a
“bolt on”
Why
User Experience
Design Fails.
6
http://www.afterthoughtmedia.net/
Where should it
be done?
Where / When do you do UX?
Everywhere - at all stages!
Agile and UX?
TRY EXPERIMENTS
LEARN
ITERATE
DEFINE THE CHALLENGE
OBSERVE PEOPLE
FORM INSIGHTS
FRAME OPPORTUNITIES
BRAINSTO
RM
IDEAS
BUILD
M
EASURE
PIVOT/KEEP?
CONCRETEABSTRACT
USER PROBLEM USER SOLUTION
Design Thinking Lean UX Agile
Sprint Zero
Implement low cost
UI elements
Implement designs Implement designs
Design for Sprint 2
Research for Sprint 3
Test Sprint 1
Design Sprint 3
Research Sprint 4
Test Sprint 2
Design for Sprint 3
Research Sprint 5
Research for
Sprint 1
Sprint 0 Sprint 1 Sprint 2 Sprint 3
Dev Track
UX Track
code
design
code
design
Where UX sits
within an
organisation
Why
User Experience
Design Fails.
7
State of UX Survey
• Leah Buley
• May 2016 survey
• 266 professionals
• State of UX within their organisations
• Rank level of strategic impact
• 1- 2 Low impact
• 4 -5 High impact
State of UX Survey
High
Low
Lower
Lowest
UX as a
distinct
function
Product
IT
Marketing
Great books
Further reading
Not understanding
User Experience
Why
User Experience
Design Fails.
1
Confu
U
@PatrickMooney
Thank You!
That’s Why
User Experience
Design Fails.
Connect
with me
PatrickMooney.me
bit.ly/RefreshBoyneUX

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Why user experience design fails.