.NET Day 2025: Most Expensive Design Mistakes (Ever) and how to avoid them

Transcript

1. Most Expensive Design Mistakes (Ever) and how to avoid them Clarissa Rodrigues
2. 2018-2022 Quality Specialist > QA Lead & Delivery Manager SAP 2022-today Senior Technical Program & Quality Manager Uber 2010-2011 Business Analyst Sispro 2011-2018 Tester > Lead Test Engineer ADP My Journey "They are not using as we expected, why?" "Seems that customer will like this, let's do that!" "We don't need UX research, we know what is better to customers"
3. • +27 million of trips/orders per day • +1 million of trips/orders per hour • +70 countries and +10.500 cities of operation • +6.5 million of partners (drivers/couriers), representing the population of Paris, Chicago and Munich together • One screen can be dependent on +15 teams to deliver the right content, at the right time • +3000 microservices Uber investors info Brazil Teens Uber Context
4. New Year’s Eve Uber Context
5. 1. Intriguing insights 2. People don't read - they scan! 3. Don’t reinvent the wheel, just redesign it 4. Be clear, not clever 5. People don’t care how your product works 6. You’re NOT the user. Period. 7. Put cross-cultural differences in place Takeaways
6. 1. Intriguing insights
7. 1. Intriguing insights "Over 60% of cases, visitors give up and leave a website in less than 15 seconds." Marketing expert David Zheng "Internet users are 279.64 times more likely to climb Mt. Everest than click on a banner ad." themeum
8. 1. Intriguing insights "Every $1 invested in UX results in a return of $100." Forrester "90% of smartphone users say they’re more likely to keep shopping if they’re having a great user experience."Topal
9. 2. People don't read - they scan!
10. 2. People don't read - they scan! Text Scanning Patterns
11. 2. People don't read - they scan! Text Scanning Patterns
12. 2. People don't read - they scan! Text Scanning Patterns 1. Prioritize the content with visual hierarchy 2. Put the core navigation into the website header
13. 2. People don't read - they scan! Text Scanning Patterns Before After
14. 2. People don't read - they scan! Text Scanning Patterns Before After
15. 2. People don't read - they scan! Text Scanning Patterns 3. Keep the balance of negative space 4. Check that Call to Action is seen at once
16. Text Scanning Patterns 5. Test the readability of copy content 6. Apply numbers, not words 7. Place one idea in one paragraph 2. People don't read - they scan!
17. Text Scanning Patterns 5. Test the readability of copy content 6. Apply numbers, not words 7. Place one idea in one paragraph 2. People don't read - they scan!
18. 2. People don't read - they scan! Text Scanning Patterns 8. Use numbered and bulleted lists 9. Highlight the key information in the text 10. Use images and illustrations
19. 3. Don’t reinvent the wheel, just redesign it
20. 3. Don’t reinvent the wheel, just redesign it Psychology Principle: - People Crave Mental Models Design Heuristics: - Match Between System and the Real World - Consistency and Standards - Recognition Rather Than Recall
21. 3. Don’t reinvent the wheel, just redesign it 1. We tend to develop a liking for things that are familiar to us. 2. Users will arrive with expectations that are formed by using other websites and similar products.
22. 3. Don’t reinvent the wheel, just redesign it
23. Facebook users stir up a ruckus over latest redesign Facebook changed "Live Feed" to default instead of "News Feed" 3. Don’t reinvent the wheel, just redesign it Facebook groups such as "Change Facebook back to normal" and "Members want the old Facebook format back" have watched their numbers swell above the one million user mark. I am member #1,227,578 of this group so I do not believe users want this," a member of the first group wrote today. "I know I don't. At least give us an option between what we had and this."
24. 3. Don’t reinvent the wheel, just redesign it 3. Navigation becomes effortless, and they can focus on their task. 4. Avoid being polar towards uniqueness or individuality - you need to find that crucial sweet spot.
25. 3. Don’t reinvent the wheel, just redesign it 3. Navigation becomes effortless, and they can focus on their task. 4. Avoid being polar towards uniqueness or individuality - you need to find that crucial sweet spot.
26. 4. Be clear, not clever
27. 4. Be clear, not clever
28. 4. Be clear, not clever
29. 4. Be clear, not clever Focus on aesthetic and exclusivity over functionality and practicality
30. 4. Be clear, not clever Psychology Principle: -People Have Limitations. Design Heuristic: - Aesthetic and Minimalist Design.
31. 4. Be clear, not clever The New York Times News "More than 200 million people subscribe to Amazon Prime globally".
32. 4. Be clear, not clever Deceptive Design Patterns - Hall of Shame
33. 4. Be clear, not clever CMS Wire "In August 2020, Citibank accidentally wired the full loan amount (interest and principal) to the creditors: $7.8 million in interest and $894 million in principal — for a total of roughly $900 million."
34. 4. Be clear, not clever CMSWire Apple Maps in 2012 Cost of failure: $30 billion "Infact in the 2012 version of apple maps The Statue of Liberty was Gone?! and The Brooklyn Bridge? Obliterated."
35. 4. Be clear, not clever People
36. 4. Be clear, not clever Forbes
37. 5. People don’t care how your product works
38. 5. People don’t care how your product works Psychology Principle: - People Don’t Want to Work or Think More Than They Have To. Design Heuristics: - Recognition Rather Than Recall; - Visibility of System Status.
39. 5. People don’t care how your product works Choice paradox: "The time it takes to make a decision increases with the number and complexity"
40. 5. People don’t care how your product works Zeigarnik effect: -Emphasize an aha moment as an uncompleted task "New users who accomplish a certain task were 10x more likely to subscribe to a paid account." Katryna Balboni Well Done! You have already seen 4 sections!
41. 5. People don’t care how your product works Endowment effect: - Let users take ownership of their experience
42. 6. I am NOT the user. Period.
43. 6. I am NOT the user. Period. “I am a user too, so I know what is good or bad.” “Does this really solve the problem?” "If a Highest Paid Person’s Opinion (HiPPO) is making your design decisions your product’s screwed"
44. 6. I am NOT the user. Period. Avoid yes/no questions Walmart did a survey asking "Would you like Walmart to be less cluttered?". As a result, Walmart removed 15% of its inventory. $1.85 billion loss in sales that led Walmart to fire the team behind this decision. How about "What do you think should be changed in Walmart? Why?" Walmart News
45. A/B Testing, ALWAYS! 6. I am NOT the user. Period.
46. • A/B Testing • Usability Testing • Observation ALWAYS! 6. I am NOT the user. Period.
47. 7. Put cross-cultural differences in place
48. 7. Put cross-cultural differences in place Personality and Social Psychology Bulletin
49. 7. Put cross-cultural differences in place "The Culture Map" book
50. 7. Put cross-cultural differences in place
51. 7. Put cross-cultural differences in place
52. Takeaways Create effective visual hierarchies • Essential Design • Visibility of the System Status • User Control Freedom • Help users to recover from errors by themselves
53. Takeaways Don't reinvent the wheel • Match system and real world • Recognition over recall You are not the user • You are not your user. No matter how good you think you are • Keep cross-culture in perspective Ask the right questions • Focus on the problem, not the solution • Don’t ask questions that will influence the answer • Ask about specific moments in the past
54. Most Expensive Design Mistakes (Ever) and how to avoid them Thanks, and please fill the survey! >> https://www.linkedin.com/in/clarissaarodrigues/ Clarissa Rodrigues