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How would we make a truly horrible experience for the user?

Don’t Let the Boomers Grind You Down

What would make this product evil? Sometimes, a difficult impasse requires an unconventional approach.


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This team had gotten stuck. They were a dozen smart, experienced people, each with a different perspective on what their product needed. Nobody was giving in. As the team filed into the room that morning, I broke them up into small groups of three, spreading each role across separate groups. Did you just say worse?

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They each had so many great ideas. After a few moments of working on this in silence, I asked them to share their ideas with the others in their small group. The room burst alive, as they compared their wild ideas. What new ideas for a horrible experience were inspired by listening to their fellow group members? I love this exercise for many reasons.

I love how it immediately gets everyone involved, no matter what their background is. In many other exercises where you ask a group to talk about user experience, the designers often take over. They have the experience and generate ideas faster than their peers, so they dominate the discussion.

This has the effect of pushing the non-designers aside. Uh-oh, it looks like your Internet Explorer is out of date. For a better shopping experience, please upgrade now.


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