The seven cardinal sins in UX – How not to mess up your financial project?

  • By András Rung
  • 26 Oct 2017
  • No comment
  • 2 mins

Rung András’s presentation at the E-banking summit on the 11th of October 2017 – download the presentation in English (pdf).
Find below the excerpt of the presentation:

WE ARE NOT YET IN THE PROMISED LAND

  • Only buzzwords
  • Lack of integration
  • No strategy

 

1. PRIDE

  • The risks of partial knowledge
  • It is not the ignorant who measures
  • International trends are ignored
  • Own experiences are overvalued

 

HOW TO BE HUMBLE?

  • Ongoing training
  • Design studio és lego serious play
  • Early research with a UX approach
  • Extended collection of best practices
  • Early involvement of developers

 
2. GLUTTONY

  • Too much focus on sales
  • Accumulation of autotelic functions
  • Low budget in the light of ambitions
  • Bad timing

 

HOW TO BE MODERATE?

  • Context-sensitive sales
  • Functions based on mental models
  • Involvement of the entire team in estimating the time required for the project
  • Knowledge of the time requirement of UX processes

 

3. LUST

  • Inconsistency
  • Methodological inconsistency
  • Development based on baroque specifications

 

HOW TO BE SUBDED?

  • Regular reviews
  • Elaborated and flexible methodology
  • Elimination of ad-hoc changes
  • Use of style guides

 

4. ENVY

  • Competitive intelligence instead of own development
  • Unrealistic, desire-based deadlines and KPIs
  • Fear of innovation

 

HOW TO PRACTICE ACCEPTANCE?

  • Observe users
  • Experience-based design
  • Explorative methodology

 

5. WRATH

  • Fragmented set of experiences
  • Focus on new customers only
  • Long-term use is ignored
  • Hectic workflow

 

HOW TO PREVENT WRATH?

  • Service design approach
  • Diary-based research
  • Research-based personas
  • Creative environment

 

6. GREED

  • There is no testing and research after launch
  • Disproportionate teams
  • Mistrust of new methodologies
  • Internal systems without design
  • In-house team with poor expertise

 

HOW TO BE EFFICIENT?

  • Possible methodologies based on profit
  • Small-scale experimenting
  • Consciously building an internal team

 

6. SLOTH

  • Working from specifications
  • Waiting for miracles
  • Weak senior management support

 

HOW TO DO OUR JOB RIGHT?

  • Prepare specifications in parallel with design
  • Lean UX approach
  • Proper involvement of senior management

 

WHEN WILL WE GET TO THE PROMISED LAND?

  • Integrated UX approach
  • Strong dedicated team
  • Flexible and broad repertoire
  • Research-led design

ABOUT THE AUTHOR

A real veteran of UX by having 13 years of experience. Strong focus on business needs and innovation. András Rung has worked for various institutions and companies since 2002. He is the co-author of the first Hungarian usability book and author of the usability blog Ergomania.

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