1. Common UX
Misconceptions

2. Who am I?
Ran Liron
Head of UX @ Varonis
Previously
UX Lead @ NICE Enterprise
(And more – I’m doing this for the last 20 years)

3. Misconception #1:
UX is about…?

4. 4
UX is about…?
UX = UIUser eXperience User Interface
?

5. 5
Elevators UI

6. 6
Elevators UI
What does
this mean?

7. 7
UX is about…?
Are you
sure?

8. 8
Elevators UI

9. 9
UX is about…?
UX = UIUser eXperience User Interface
>

10. 10
UX is about…?
UX = Usability
?

11. 11
UX is about…?
UX Usability=

12. 12
Value
UX is about…?
(Based on: Peter Morville’s UX Honeycomb)
Usability
Accessibility
Findability
Credibility
Delight
Usefulness

13. 13
Misconception
#2
I know what users need
We are not our users!

14. 14
Misconception
#3
Our customers know
what they need?
"If I had asked people what they
wanted, they would have said
faster horses”. Henry Ford
(or not)

15. 15
Misconception
#4
More features & Options =
higher satisfaction?
1) Hick’s law:
The time it takes to make a decision is
in a direct correlation to the number of
choices
OptionsFew many
Task time
Short
Long

16. 16
More features & Options =
higher satisfaction?
2) The Paradox of Choice
https://youtu.be/VO6XEQIsCoM?t=12m29s

17. 17
More features & Options =
higher satisfaction?
The paradox of Choice
So – what to do?
• Smart defaults.
• Content on demand.
• Fit scope to role.

18. 18
Misconception
#5
Common practice =
Best practice?
Similar problems, different users = Same solution?
Nope
What works for the “Big names” - Google / Amazon /
Facebook / etc. Is certainly good enough work for us!
Nope
Everybody do it = it is the “best practice”

19. 19
Common practice =
Best practice?
Multi-lines of tubs?

20. 20
Common practice =
Best practice?
App. Users by country

21. 21
Common practice =
Best practice?
CAPTCHA
Very common, very bad:
(See: http://www.beatcaptchas.com/index.html and
http://www.karlgroves.com/2012/04/03/captcha-less-security/ )

22. 22
Common practice =
Best practice?

23. 23

24. Comments & questions:
Ran Liron
972-54-5999947
Lironran@gmail.com