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Design Tradeoffs and UX Decision-Making

via Nielsen Norman Group

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Overview

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Effective decision-making is a key ingredient for a successful career in UX. Applying structured analysis techniques to your work can transform your design process by improving your ability to prioritize important design decisions and understand where to invest your time, research, and design efforts. Learn from experimental studies of decision-making outcomes and specific UX case studies to understand how to apply rational decision-making methods and improve UX design outcomes.

Syllabus

What you will learn

Establish consistency across design decisions

  • Define design principles
  • Build buy-in and adoption of principles

Assess and improve your decision-making and your team’s

  • Determine your decision-making style
  • Diagnose decision problems
  • Know when to deviate from best practices
  • Decide when more research is needed
  • Improve group decision-making and avoid common pitfalls

Balance between conflicting priorities

  • Perform a tradeoff analysis
  • Consider costs and opportunity costs
  • Short-term conversions vs. long-term relationships
  • Technical feasibility vs. user experience
  • End inefficient debates

Overcome natural biases and bad habits

  • Systematically integrate rational, structured analysis
  • Identify common cognitive biases that influence decisions
  • Journaling and pre-mortems

Taught by

Kim Flaherty, Evan Sunwall, Caleb Sponheim, Maria Rosala

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