20191206 - DevTernity - Why UX is not (only) the Responsibility of the UX Designer, Janne Jul Jensen @JanneJulJensen

by Thierry de Pauw on


Why UX is not (only) the Responsibility of the UX Designer, Janne Jul Jensen @JanneJulJensen

M. Sc. in Software Engineer: specialised in HCI => Human-Computer Interaction what is now called UX now
I became a researcher, because the IT industry did not know what to do with HCI

Ph. D. in Human-Computer Interaction
Senior Interaction Designer with Trifork
Senior UX Architect with LEGO
Lead UX Designer with Elsevier

What is User Experience?

UX design is the process of designing digital products that are useful, easy to use, and delightful to interact with.

ISO-9241: The effectiveness, efficiency and satisfaction with which specified users achieve specified goals in particular environments.

When do users have a User Experience?

Whenever somebody is using some sort of technology they have a user experience.

It can be a Good User Experience?
I'm done. What is the next thing?

Or it can be a Bad User Experience?
I'm stuck. Now what?

But it is Always There!
Is it an accidental design or a desired design?

In many organisations, they hope it will disappear with Magic Fairydust.

UX in Context

There are quite a lot of stakeholders in this.

  • User needs
  • Limits of what technology can do
  • it doesn't matter if I can design it and you can code it if the Business cannot sell it => need to serve the Business Goals

Maslow's Hierarchy of Needs

Physiological needs
Safety needs
Love needs
Esteem needs

What if Maslow was a User

Most important part: Data & Content - no data or no content, user's will not come to your app or website
Interaction Design

Where is UX? All of it.



Because we can: asking too many questions
- how many kids do you have
- where do you live
- what are your hobbies
- ...

For a long period of time, they thought they could get away with that.
Nowadays, users understand that data is worth money and they will go to a competitor that asks fewer questions.

If we ask so many questions, there have to be something in return.
Don't ever ask!


Oracle Java installs the Ask toolbar
=> users stop trusting your company
Don't sneak things away

It can be a big deal to some less tech-savvy people: "Google has gone lost!" ... after installing the Ask-toolbar. The home page was set to open Google Search.

Websites with advertising that start playing a video with sound loud => I will find you and I will kill you


Privacy Policies: how many of you read that
Legal are actually responsible people: this is important, people should read this, therefore we force people to scroll down before getting the "I agree" button.
Did that made you read it? No.
Other solution: summary

That is when Legal really get crazy: you need to tick 7 checkboxes

Graphic Designers

It's all about the Bling

Said No User Ever

- how happy PR and Marketing are about QR codes
- how little users care about QR users
- how many QR codes have been scanned

just a bad idea


Jumping through hoooooooooops!

- have at least one letter
- have at least one capital letter
- have at least one number
- not contain multiple identical consecutive characters
- not be the same as the account name
- be at least 8 characters
- not be a common password
- not be used in past year

but does it work?
how are passwords cracked?
by machines, through brute force attack
=> better solution: length of the password

solution of users:
- write it down
- reuse
- introduce a hierarchy of passwords:
- top-level: for the bank and the computer, the thing that is going to cost money
- second level: that is where it starts to become annoying - Facebook, Twitter, ...
- third level: that is the password that you throw away to anyone that will accept it

Remembering passwords is a cognitive limitation of the human body.
Why are we asking users what is impossible?

To conclude

Performance matters for UX!

Seek and Thou Shall Find ... Nothing
if users can't find the data => it has no value for the user

It worked for some companies: Apple (one button), Google (search)
And still, most orgs come up with a bloated screen because of Featuritis

probably, some buttons have value to a select view
if a feature has no value for the 80%, it should not get in

UX is not only the UX Designer's Responsibility it is also
- Deadline
- Budget
- Technology
- Business
- Security
- Data
- Marketing
- Legal

UX is a team effort!

When you add something, you should ask yourself:
- is this good for the user
- is this what they really want

It's very sad to see these startup's that bring a small product on the market that does one thing really, really well. And as they grow, they add more and more features resulting in a bloated product.
Look at the iPhone. The first one was really good, really simple. Now it is over-bloated.


  • The inmates are running the Asylum
  • Don't make me think

The work of Alan Cooper, @MrAlanCooper