3. Paradigms in which we live
We make Assumptions
Based on these assumptions we make decisions
These decisions formulae what we build
4. Does this sounds familiar?
This software is very complex!
Why do I have to click so many times to do something?
I liked the old app one better.
The colors of this site hurts my eyes.
Why can’t these fields filled automatically?
This site is taking way longer that it should.
Why are these fields required?
Why can’t I copy paste all the data from my excel sheet?
There aren’t enough details in the requirements.
That was a user error
Let’s train users so they won’t make mistakes.
I must have clicked on the wrong link.
8. User Perspective
• Needs and wants
• Goals motivation and triggers
• Obstacles and limitations
• Task activities and behaviors
• Geography and language
• Environment and gear
• Work, life and experience
9. Benefits UX
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Address user needs
Increased adoption rates
Improved user productivity
Reduce support and maintenance cost
Realized return on investment