 Once upon a time there was a young woman by the name of Lilo living in the land of carefree But everybody called her red riding hood Because she always wore this red old grungy Weatherbeaten of least Rick and hoodie and she hated it So she wanted to renew herself She wanted to buy green hoodie. She wanted to be someone else and She knew just when she was gonna do she was gonna buy this green hoodie in time For her visit to her badass grandma So she did what all the kids in carefree did She went on the search engine bling and searched for hoodies and she ended up on all fours always website And what do you know there were there were hoodies for late-night raids hoodies for romantic evenings and Hoodies for visiting grandma, and it was just three clicks away. She clicked It's in her basket. She clicked again order. She clicked again. She already had a prey pal account So that was three clicks under order percent but then this white dove came with the confirmation letter and Apparently the shipping and taxes were a bit higher than she had anticipated and The delivery time meant that she wasn't gonna get the green hoodie in time for her visit to grandma So Lilo she's sad. She's disappointed Why how can that be? I mean the usability testing was perfect Site works excellent the conversion rates were increasing by the month But she's sad This is how we tend to look at you X. We get a person from point A to point B We want him to be happy and delighted and pleased and laughing to the point of tears because heaven forbid that somebody would be confused or sad or I don't know Uninterested even the worst want to get rid of all those bad feelings That's UX and this is what so this is escalators and now we're looking for this experience. Oh my god. It's just sliding all the way Is that what UX is all about it's sliding across the ice no friction What happens to our brains when everything is easy it turns into habits Things we do without thinking We switch off our switch switch on our autopilot switch off our brains We conserve energy which is good and this is good for like turning on the light switch in the bathroom at night When you need to pee but I mean for making conscious decisions. It's not really that good. Is it? Putting people's brains on autopilot If you know what Amazon one click to buy is Slap the person next to you Nobody knows so so Amazon one click to buy is is a thing that you can set up for Amazon's in your account so you actually just click one button and It's that's their money's charge from your account and the book is sent and I activated this of course. I love books So I started buying books click click. I heard it about a book at a conference someone told me go buy an email I'm in a chat somebody tells me about a book. I just buy it. It's awesome Except I don't have time to read all those books. Do I? so High cost low value Also, I got a receipt for each and every book Which is really bad for bookkeeping. So that was more work and Administration for me. It's excellent for for return on investment The more people use the reptilian brain, of course That's awesome But is that is that what you went into UX for? For people to not have an experience What's our promise to users or why did we when we do become passionate about UX in the first place? Are you all to think about this? Is it about? Conversion when do we all become conversion optimizers? It's about our promise the users our pledge Taking responsibility Doing UX So what happens when we turn on the autopilot We love to talk about these examples don't we? Forms we reduced the number of form fields and more people sign up In fact, Jerry McGovern has what an often quoted article on his site talking about HSBC mortgage it mortgages and applying for a mortgage and They reduced it from 17 form fields to four form fields and conversion rates were like went off the roof I mean 400 percent or something loan applications and Everybody's quoting this look look at what UX can do for you But nobody's asking Okay, what happened to those people? Were they happy with their loans? Could they have gotten a better deal elsewhere? Are they in more debt now that they couldn't handle? Why aren't we asking those questions? So I worked a lot with health services and one of them is a really popular service called ask us a chitrist And so we thought okay, let's move it to this front page because everybody wants this service and what happened was And got more used of course But the people or the people handling that service three people Couldn't handle the onslaught of what people asking as a chitrist It's there were so many now that the service got worse. So the experience got worse Because now took longer to get an answer. So is that good design? Was that good UX in Sweden? I do my grocery shopping online. We have a great service called Mottem And it's super fast. You just click that button and you just Pops into your basket. There's a cute animation pops into your basket. So what do you do when something's really fast? So I want three items of something. I just click it three times So 99% of the time it's pre-filled with one item Sometimes it's pre-filled with six items because they have this offer And I can't tell you the number of times I've come home with 18 liters of milk because I clicked that button three times. I thought it three liras of milk and I'm not alone. I'm not alone Is that good design? Making something easy is not what it's about. Is it? It's about really caring because we don't really want to become Like the mobile operators in Sweden four of them May the same woman with a cognitive disorder sign up for four different mobile plants That you couldn't afford and then suit her over it. You can't make anything that easy. That's that's it's not fair I met a guy last night who bought a book from Amazon in his sleep Do we want to make it that easy? So the old industry the textile industry the food industry. We got a big bad reputation these days But they didn't start out as evil. They're not evil doers. They started out solving a problem a real problem for real people how Do we approach something when we get into? Designing websites that perhaps look more and more like Serial boxes with a big image free messages Are we already moving in this direction? Do our websites have a website start looking the same I see this sketch all the time all the time So what happens if we instead start adding friction instead of taking it away adding friction in the right places So remember Lilo her goal Green hoodie grandma And what happened? Completely wrong direction. It was really really quick though three clicks perfect great conversion But task completion Which you love to talk about as well task completion is not the same as a goal fulfillment Is it? She missed her goal completely So we need to turn off the autopilot put in these moments when Lilo has to think think about what you're doing now in our case of course little wolves and Old for asking okay, are you sure? Because if you order this this way it's not you're not not gonna get it in time for your goal But if you add on express shipping perhaps you'll do it and it'll hurt But you'll actually reach your goal sometimes People hate me in the sign meetings and and they look at my sketches and they say come on our design guidelines Say that all the headlines Aren't small letters you have this one in capital letters. It's not consistent That doesn't work. You can't do that consistent your user experience that's switching off brains Consistency is not always good consistency Gives you guidance It shows the way. This is what you need to pay attention to right now. I'm one of those designers also who adds loaders When they're not rest necessary Anyone else does that? Even if it could load and in a fraction of a second I make it load in two Because that gives people time to breathe To think about what they're doing instead of just boom boom boom bombing them with information. It really works Okay, so if if you know what? curling is Give me a big smile Everybody knows So curling it's a winter sport obviously on ice and Three three team members one of them throws a curling stone across the ice like that two others Takes a broom start sweeping in front of the curling stone Essentially creating zero friction for the stone to hit its target and in Sweden we have this popular psychology phenomenon we call All people curling parents It's not a good thing You take away friction Children aren't as resilient anymore. They get disappointed. They meet more adversity. They're not prepared for life. I like to propose curling designers Isn't that what's happening? We're making it so easy that users just they I'm okay I'm just gonna click there because that's what you told me to do and it's just three clicks excellent. I'm gonna do it Don't want to pay attention to that. Thanks And what happens people get the sad and disappointed like Lilo we need to feel accomplishment as humans don't we and there's this Phenomenon we all talk about gamification. Isn't it funny how we all talk about awesome. We need a gamification in our website But let's not make it challenging What are you familiar with what gamification means? So I rent rooms by the hour all the time in my coaching practice So I signed up for it with a company called coaching house They rent rooms by the hour and they had these really long forms. You had to sign up with really long forms and I thought I was done. I got confirmation finally I'm gonna be able to rent these rooms and get access to my online account my online booking system And I got this email It says you will find the password by reading the welcome information carefully and Then I did read that welcome information carefully and at the end in this film. It'll get your password And I watched that film and the password was given away one letter per minute While a woman was explaining the code of conduct you could not be adding more friction But it was fantastic because they get people who know how to behave They know what the deal is But don't trust me trust Kevin Spacey. This is what he said You make it hard You create loyal active and serious users because you don't want to catch everyone That's not design You need to think about who you're designing for who can be your serious active loyal users What do you expect from them so you need to decide where your loyalty lies and there's here's a pro tip It's not with a single one of them. It's with all of them Because only then can you create the balance of a win-win situation where the user and business both meet their goals You need to think about the long term. You need to think about why you're doing UX So don't hide What you're really doing Show it add friction Create a conversation Help people make better decisions Make them stop and think and not just glide along the ice If we can add these small wolves, you're gonna make the brain work harder But the chances of people actually reaching their goals is so much higher This is what you're after good brain workouts Because if you really care about users and really care about their goals and You're adding friction and they're all the right places That's when you can say that you're actually creating a better world That's when you can say we can live happily ever after Thank you