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@MartinaMitz@MartinaMitz
How to Spot Them Quickly and Stop Wasting Time, Money, and Nerves
UX Camp Berlin 2017
DIAGNOSIS:UX Charlatans
@MartinaMitz@MartinaMitz
THE Plan™
1. Who the F**k Am I to Diagnose?
2. Situation on the Market
3. Diagnosis UX-Charlatans
4. What is UX Then?
5. What to Look for
@MartinaMitz@MartinaMitz
…Me in the Past Few Years
image: http://thebqb.com/wp-content/uploads/2014/04/frust3.jpeg
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BUT WAIT
Let me tell you where I am coming from…
@MartinaMitz@MartinaMitz
Hobby
(1999) 2001:
Web Designer
(self-taught, semi user-centered)
confidence level
@MartinaMitz@MartinaMitz
Education
2001 - 2007:
Certified Psychologist
(Diploma)
confidence level
@MartinaMitz@MartinaMitz
Profession
2008 / 2009:
Clinical Psychologist
confidence level
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…Me at the Time
image: https://nonverbalforte.com/wp-content/uploads/2013/06/Insecure-Photo.jpg
confidence level
@MartinaMitz@MartinaMitz
Time to Do Something!
WEB-DESIGN(passion)
PSYCOLOGY(profession)
ME(mad?)
confidence level
@MartinaMitz@MartinaMitz
New Profession
2009 / 2010:
Concept Developer
(Internship + Pro-Bono)
confidence level
@MartinaMitz@MartinaMitz
New Profession 2
2011 - 2014:
Interaction Architect
(user-centered design)
confidence level
@MartinaMitz@MartinaMitz
Professional Experience
since 2014:
Senior UX Architect
Senior UX Designer
Lead UX Designer
Lead Information Architector simply
UX Designer
confidence level
@MartinaMitz@MartinaMitz
Currently
since May, 2017:
Product Experience Lead
happiness level
@MartinaMitz@MartinaMitz
Meanwhile
… on the Market
@MartinaMitz@MartinaMitz
Buzzwordizing
image: http://www.sparksgroupinc.com/resources/sparks-group-blog/
@MartinaMitz@MartinaMitz
Growing Demand
But lack of skilled workforce
image: https://nonverbalforte.com/wp-content/uploads/2013/06/Insecure-Photo.jpg
@MartinaMitz@MartinaMitz
Lack of Official Educational Paths
• UX is more expensive Web/Visual Design
• UX is only User Research
• UX is only digital
• UX is done once
• It is a linear process / it has an end
• UX is like Pixie Dust
• UX is some magic
• UX Designers are Unicorns ;)
Makes the spreading of very wrong understandings easier:
@MartinaMitz@MartinaMitz
Summary
Market Situation:
UX has become trendy
✶ BUT actually in a misunderstood way
There is a higher demand for skilled experts
✶ BUT it is hard to know who the right one is
UX is more and more involved
✶ BUT usually at the wrong stage of the process
A Perfect breeding-ground for charlatans
graphic: http://granitegrok.com/wp-content/uploads/charlatan.png
@MartinaMitz@MartinaMitz
9 Symptoms
of UX Charlatans
@MartinaMitz@MartinaMitz
1st Symptom
ONLY USERS ARE IMPORTANT
Dismissing business/stakeholder needs, pains or questions
Getting lost in User Research
Not creating any valuable outcomes
“it’s all about the users”
The business (+ other stakeholders) should also be your users
We all won’t have a profession if it wasn’t for them and their needs/pains
USERS BUSINESS
@MartinaMitz@MartinaMitz
USERS
2nd Symptom
DO WHAT BUSINESS WANTS
react only to the direct demands of the business or other stakeholders
do, do ,do - deliver, deliver, deliver
no critical thinking
care more about “networking” and their salary/title, than the product/service
“it’s all about the money”
being reactive, rather than proactive doesn’t help the business at all
+ empowers them to repeat mistakes
BUSINESS
@MartinaMitz@MartinaMitz
3rd Symptom
KNOW-IT-ALL
Trust-me attitude + strong ego
Know all the answers straight away
Give solutions, rather than uncovering different solution-paths
“we have to do ‘Agile’, it’s what Google and Netflix are doing”
no one alone can be in possession of the ultimate truth!
you can only strive to uncover it in an objective, informed way
collaboration and iteration are key
BUSINESS USERS
@MartinaMitz@MartinaMitz
USERS
4th Symptom
SWEET TALK
Say things that sound right
Make strong and confident statements
No substance – no practical coverage of their words, no reality-check
“I have over 15 years experience in the digital area”
If you want to change mindsets then you’ll probably need practical examples
You’ll also need to talk about the bad/hard stuff and about fails
“Hype vs. Change = Talking vs. Doing”, Rupert Platz
BUSINESS
@MartinaMitz@MartinaMitz
5th Symptom
MASK IT WITH JARGON
when sweet talk is not enough they tend to hide behind jargon
they seem to feel more expert and it raises their ego, when no else understands them
“we definitely need Contextual Inquiries to get the User Profiles”
If no one understands you, then no one will see your value either
Better to explain, than to only state “the right way to the truth”
MVP BIZ
@MartinaMitz@MartinaMitz
6th Symptom
JUST RETURN THE BALL
They are good at delegating and/or fishing for information and ideas
They are better in adapting into the current situation, but have hardly the experience to take well informed decisions or make predictons
Can’t say “I don’t know”
“Remind me again what CTA was?”
Asking further/deeper questions will make a Charlatan insecure.
Count on your logic, not on buzzwords
CONFIDENCE EGO
@MartinaMitz@MartinaMitz
WIRE-FRAMES
7th Symptom
UX IS ALL IN THE TOOLS
Strong advocates of specific tools
Usually, don’t like trying out new stuff
Only concentrating on tangible outputs, not on outcomes
“I use Axure and Photoshop”
one should be interested in and consider long-term strategies and solutions, rather than just quick fixes
it’s useful to have a wider range of tools to chose from, depending on the different user/business needs
BUSINESS
@MartinaMitz@MartinaMitz
8th Symptom
UX IS JUST DIGITAL
Also, only concentrating on tangible outputs, rather than solution paths
Acting only on one channel/touch-point in isolation, rather than looking at an overall journey
“We are only resposible of the platform/website”
the experience, is the front stage of the entire product/service –everything that the user interacts with
…and the user is an actual human, not a predictable robot or algorithm
USABILITY
@MartinaMitz@MartinaMitz
9th Symptom
WORKING WITH/FOR UX DESIGNERS IS ENOUGH
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@MartinaMitz@MartinaMitz
Summary - 9 Symptoms
If 3 or more of the following symptoms appear on more than 3 encounters, you are probably dealing with a UX-Charlatan:
1. ONLY USERS ARE IMPORTANT
2. DO WHAT BUSINESS WANTS
3. KNOW-IT-ALL
4. SWEET TALK
5. MASK IT WITH JARGON
6. JUST RETURN THE BALL
7. UX IS ALL IN THE TOOLS
8. UX IS JUST DIGITAL
9. WORKING WITH/FOR UX DESIGNERS IS ENOUGH
@MartinaMitz@MartinaMitz
BUT WHAT IS UX THEN?
I will let the “father of UX” explain…
@MartinaMitz@MartinaMitz
Don Norman
video: https://www.youtube.com/watch?v=9BdtGjoIN4E
@MartinaMitz@MartinaMitz
WHAT TO LOOK FOR
Similar traits in great UX Designers
@MartinaMitz@MartinaMitz
Some UX-Mindset Observations
Great Design-Thinkers:
• Will hardly give you a direct solution – probably rather ask you questions about the problem and context
• Don’t feel comfortable jumping into decisions/commitments without enough context or insights
• Learn to be comfortable with being proven wrong
• Become modest with time, egos vanish
• Realize that collaboration is key, as they can’t know everything in detail
• Have ta ability to zoom out and look at the bigger picture
• Are analytical and empathetic
• Are NOT F***ING UNICORNS!
@MartinaMitz@MartinaMitz
Martina Mitzieva-VegliaUX Designer & Psychologist
[email protected], skype, twitter: Martina Mitz
currently:Portsmouth, UK
Thank You!
UX Camp Berlin 2017