Improving User Experiences
A conversation with the Paul Boag
Paul is a user experience consultant, focused on conversion rate optimization and digital transformation. He has written multiple books, contributed frequently to Smashing Magazine, and hosts an active UX Slack community.
What do you see as some of the biggest generational differences between users when it comes to interacting with digital products?
I believe that the differences between age groups are sometimes exaggerated. While there are practical differences as we age, such as cognitive and motor skill difficulties that can impact web usage for both the elderly and the young, the underlying factor is confidence.
Generations that have grown up with the web tend to be more confident using it, while those of us who had to learn the web at a later point in our lives may struggle with confidence.
Both audiences can complete most tasks, but they approach them in slightly different ways. The younger generation tends to be faster, but may make more mistakes, while the older generation takes its time due to lack of confidence, often spotting things missed by younger audiences.
“The younger generation tends to be faster, but may make more mistakes, while the older generation takes its time due to lack of confidence, often spotting things missed by younger audiences.”
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How are you able to balance your projects and coaching with the work you do in the UX community? (Smashing magazine, slack community, etc.)
Community engagement is just as crucial as project work and coaching for me. It serves as a key method for winning work effectively, essentially functioning as a sales and marketing tactic. The challenge arises when individuals operate their businesses with the assumption that they will bill out their time for 40 hours a week. In reality, they are fortunate to dedicate half of that time to billable work, as the remaining 50% is consumed by running the business, including sales and marketing activities. In other words, I prioritize time for community activities, like this interview, because my business has been structured to allow for marketing efforts.
How do you see AI affecting the UX process? What will be the benefits? Negatives?
At this stage, the enormity of the question makes it difficult to provide a definitive answer. The outcome also varies depending on the timeframe considered. In terms of AI’s immediate capabilities, I am cautiously optimistic.
I view AI as a valuable co-pilot that enhances the quality of our work. For instance, AI excels at generating compelling web copy with minimal guidance and producing precise images for design needs. Additionally, it serves as an invaluable tool in usability testing.
From a personal perspective, I do not foresee AI replacing human beings in user experience design in the near future, as our role fundamentally revolves around comprehending human behavior. Empathy is a human capability that AI lacks. This is not to diminish the potential of AI, but rather to acknowledge that our collaboration with it will be complementary rather than substitutive.
“I do not foresee AI replacing human beings in user experience design in the near future, as our role fundamentally revolves around comprehending human behavior.”
Can you talk a little bit about “dark patterns” in UX design? What are they? What's a better approach?
Dark patterns are deceptive design techniques commonly found on the web, aimed at manipulating users into taking a desired action. While effective, they come at a cost.
Despite working on a subconscious level, users are often aware of being manipulated. For instance, tactics like creating a sense of urgency may be recognized as manipulative, yet still influence decision-making subconsciously.
Although these tactics may boost sales, they can alienate customers, reducing their lifetime value to the company.
Ironically, there are alternative methods to improve website conversion rates without resorting to dark patterns. Focusing on reducing cognitive load and enhancing user experience by eliminating friction points can achieve the same impact on conversion while fostering trust and goodwill with users, leading to repeat business and positive word-of-mouth recommendations.
In your writing you highlight some of the ephemeral but priceless benefits of in-person user interviews–how often are you able to get access to actual users in their natural environment? Do you have any tips for making it happen? How to best compensate if it doesn’t?
In-person user interviews present a unique challenge. While they offer valuable insights into the user experience, such as observing a mother navigating online grocery shopping while managing a toddler, they are increasingly considered a luxury that may not always be justifiable.
If in-person testing is difficult to arrange, remote testing can be a viable alternative. It’s important to be pragmatic and make the most of the testing options available within your constraints.
While in-person interviews are beneficial, they may not always be feasible, so it’s essential to adapt and utilize other testing methods when necessary.
“One of my biggest challenges is persuading people to conduct lightweight testing throughout the development cycle, rather than relying solely on more in-depth testing towards the end.”
Which concept in UX design do you have the hardest time getting your audiences to embrace and understand? Are the hurdles the same for both UX professionals and clients?
One of my biggest challenges is persuading people to conduct lightweight testing throughout the development cycle, rather than relying solely on more in-depth testing towards the end.
In his book “Don't Make Me Think,” Steve Krug emphasizes the importance of conducting multiple rounds of testing to uncover all the challenges faced by users.
Clients are hesitant to embrace this approach, fearing that it will slow down the project, despite my preference for rapid and lightweight testing. Ironically, some professionals question the value of the lightweight and fast testing that I propose.
In my opinion, conducting several rounds of lightweight testing is the ideal compromise as it promotes user-centric thinking without impeding project progress.
Where do you look for inspiration? Who do you think is currently kicking @$$ in the world of UX?
I have great respect for various individuals within the industry for different reasons. Jared Spool’s approach to user research and testing resonates with me, and the Nielsen Norman group’s in-depth analysis provides invaluable insights. Additionally, I admire the creative and delightful approach to UI design by individuals such as Andy Clarke and Mike Kus.
Moreover, I believe there is much to be learned from fields outside of UX, such as psychology, marketing, and architecture.
To learn more about Paul and his work, visit boagworld.com