All our content needs to be within 3 clicks You can't prototype interactivity with paper UX design is about how things look Accessibility? We don't have any disabled users User research is pointless users don't know what they want
We need more social media integration You can't give users too much choice Icons and pop-up help will make it much more usable I've met users and I know what they want If it's designed by a UX expert, we won't need to run a user test
Let's do it like {Amazon / Apple / Google} Usability is just about asking users what they like FREE SPACE Just design it for the average user Our users search, so we don't need to improve our navigation
We can fix that in the user manual Our target market is everyone aged 16-75 We're doing agile so we don't need any UX deliverables Accessible sites are ugly Call to action buttons need to be {red / green / blue}
Users don't scroll Let's run a focus group! User research is too expensive The link colours need to match our brand colours We should add some marketing questions to that form

If you print this page, the other text won't print.

About the author

David Travis

Dr. David Travis (@userfocus) has been carrying out ethnographic field research and running product usability tests since 1989. He has published three books on user experience including Think Like a UX Researcher. If you like his articles, you might enjoy his free online user experience course.



Foundation Certificate in UX

Gain hands-on practice in all the key areas of UX while you prepare for the BCS Foundation Certificate in User Experience. More details

Download the best of Userfocus. For free.

100s of pages of practical advice on user experience, in handy portable form. 'Bright Ideas' eBooks.

Usability test datalogger

This Excel spreadsheet allows you to measure task completion rates, time-on-task, analyse questionnaire data, and summarise participant comments. Usability test datalogger.

Related articles & resources

This article is tagged ISO 9241, metrics, questionnaires, tools, usability testing.


Our services

Let us help you create great customer experiences.

Training courses

Join our community of UX professionals who get their user experience training from Userfocus. See our curriculum.

David Travis Dr. David Travis (@userfocus) has been carrying out ethnographic field research and running product usability tests since 1989. He has published three books on user experience including Think Like a UX Researcher.

Get help with…

Get help with…

If you liked this, try…

Get our newsletter (And a free guide to usability test moderation)
No thanks