7 common misconceptions on UX that will cost you money (segue)
This is the second part of a blogpost on 7 common misconceptions business owners have on UX.
I’m sharing my experience as a business owner on common myths about UX. By helping teams understand the role of UX I want to maximize the value UX can bring to your project and minimize the cost of waste.
Have you missed the first post? You can find it here.
“Can’t we just A/B test it?”
Why spending time on interviewing people (aka qualitative research)? Can’t we just release it and A/B test it?
When you A/B test something the test may or may not work. You know the how but not the why. It’s like shooting in the dark hoping you hit something. After the test is complete you don’t have any learning to use.
What’s more, A/B testing doesn’t really save you time either. If your company doesn’t have a large user base, you won’t have enough data in a short span of time. By large I mean in the order of thousands. The data you have is not enough to A/B test in less than a week. In the same amount of time you can run 2 qualitative tests to discover two critical things about your product.
Why do many of us only do A/B tests then? Because talking to strangers is scary! That’s why.
Starting with guidelines and best practices
Another common misconceptions on UX is that you can design without talking to people first. After all, there’s guidelines and best practices, right?
Best practices will only take you so far. In the first post we said that the window of opportunities for products to succeed is increasingly shrinking. So copying what the others are doing doesn’t sound like a recipe for success, does it?
Now, don’t get me wrong. There’s still something to win for many companies from following best practices. But best practices should be a sanity check, not a starting point. Best practices will make your product an average one.
Unless you think you can win with “average”, my suggestion is to try to be unique. After you’ve done your own work of translating user needs into a design, then use UX/UI guidelines to double check your design.
“Fewer clicks is better”
Here’s probably the most common misconception on UX. The typical example of what I just said about best practices is the idea that fewer clicks is better. Fewer clicks are not always better. Sometimes you’ll see that a longer funnel generates higher conversion. That’s the case of this app onboarding design.
This happened to me when I was testing the onboarding flow of this fintech app. In that case, more clicks actually resulted in a conversion increase of 366% because new users needed to get familiar with the product. They needed a soft landing.
By giving enough time to people to familiarize with your product offer, when you ask for high commitment (as it’s often the case in fintech), they’re more likely to share with you what they need to become activated customers.
You should expect input on design only from your designer
While not everybody is great at design, this doesn’t mean only your designer is in charge when it comes to design.
Translating user requirements into product design should be a team effort. It’s important to facilitate sessions where everyone has a saying. At the same time it’s important to keep in mind that it’s called User Experience, not Stakeholders Experience. Too often teams end up creating what they find useful.
Integrating everyone’s input in the design phase will save you much work later. Make sure the product requirements are defined only once, to avoid back and forth between product and development teams.
Do you want to know more about UX and what a UX designer does? Read this article.