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The Invisible Problem with Fairy Tale Experiences

Adopting techniques from behavioral sciences we are, as UX practitioners, becoming ever better at nudging users to perform the tasks we want them to perform. But when we remove all barriers and deliver the fairy-tale experience of requiring minimal brain capacity to move forward, we are in fact abandoning our promise of allowing users to make the best choice.
In this talk, where fairy-tale and reality intertwine, I will help you catch yourself and remember why you became passionate about UX in the first place.

Per Axbom


March 2017

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