Boagworld: UX, Design Leadership, Marketing & Conversion Optimization

You know, those sneaky little tricks sites use to funnel you into doing things you never intended, like paying for insurance you didn’t want or scrolling until your thumb falls off.We talked about why this stuff isn’t just bad manners, but also an accessibility issue, and how to push back when your boss is shouting about conversion rates. We also wandered off into personas, because what’s a Boagworld Show without a tangent or two?App of the WeekThis week app is Be My Eyes. It’s designed to support blind and low-vision users by letting them connect with volunteers (or increasingly, AI) who can describe what’s in front of them. It’s practical, humane, and a great reminder that sometimes technology really does make life easier. Unlike my dishwasher, which still beeps at me like I’m trying to launch a nuclear missile.Topic of the Week: Deceptive Design, Accessibility, And The Real Cost Of ManipulationThis is where we rolled up our sleeves and got into the meat of it. What actually counts as deceptive design, why it’s more than just “bad UX,” and why the accessibility crowd are getting involved.What Do We Mean By Deceptive?There’s no single definition everyone agrees on, but the gist is: if you’re deliberately steering or trapping users into something they didn’t intend or need (and especially if it lines your company’s pockets) it’s deceptive. That’s different from an anti-pattern, which is just poor design born of ignorance.Why It’s An Accessibility IssueDeceptive patterns catch everyone out eventually, but they’re especially cruel to people with cognitive disabilities, attention difficulties, or those relying on assistive tech.If you’ve ever been stuck doomscrolling until you realized it’s not lunchtime but bedtime, you’ll know the feeling. The difference is, for some users, the consequences can be more than just a lost afternoon. That’s why accessibility guidelines are starting to take these patterns seriously.If you’re keen to see where this work is going, have a poke at these:WCAG 3 Working DraftW3C User StoriesProposed Personas DraftWhere It Gets MessyOf course, it’s rarely moustache-twirling villains plotting this stuff. Most of the time it’s teams chasing KPIs (sales, clicks, engagement) and nudging too far. That’s how you get:The big shiny green “Buy with insurance” button, while the “Buy without” option is hiding in grey.Cheaper plans buried three clicks down, so the expensive ones look like the only choice.The friendly phone call that turns into a hard sell for extended warranties.On paper the numbers look great. Meanwhile, refunds, complaints, and customer churn quietly tick upward. But hey, at least the dashboard looks good, right?The Role Of AIAI has the potential to make things better (look at how Be My Eyes uses it) but it also risks making things worse. More chatbots standing between you and an actual human being, for instance.At the moment we haven’t seen a tidal wave of AI-driven trickery, but the ingredients are all there. Somewhere in Silicon Valley, there’s probably a twenty-something rubbing his hands and plotting.Pushing Back Without Becoming UnemployedTelling your boss “this is unethical” might get you a polite nod. Showing them how deceptive patterns increase refunds, tank repeat purchases, and hike up customer support costs? That’s when people start listening. Always lead with the business case, because sadly “doing the right thing” isn’t enough in most boardrooms.Offer alternatives that still meet goals but don’t annoy users. Equal-weight buttons. Clear language. Confirmations before adding sneaky extras. And if management still insists, put your concerns in an email so there’s a record. Nobody likes receiving an email that basically says, “I warned you.”Personas With A Bit More RealityWhile we’re at it, let’s talk personas. Most marketing personas are about as useful as a chocolate teapot. They’re built around demographics and stereotypes. King Charles and Ozzy Osbourne would end up in the same persona (same age, same country, both live in castles). Clearly useless.Instead, think functional personas. Base them on needs, tasks, objections, and accessibility requirements.You don’t need a “disabled persona.” Just make sure some of your personas have traits like dyslexia, ADHD, low vision, or anxiety about being conned. That way, you’ve got a ready-made reason to say, “This won’t work for Priya, who relies on a screen reader.”The Big PictureDeception feels like a shortcut. It isn’t. It costs you in trust, support overhead, and long-term loyalty. Treat deceptive design as an accessibility barrier, argue with data, and keep users in your personas. That way you’ll serve both your customers and your company—and maybe sleep better at night.Read of the WeekIn this week’s show we also highlighted two cracking resources:Deceptive DesignA collection of manipulative patterns with real examples. Perfect for calling out “that thing the boss wants us to try.”Deceptive Patterns and FAST by Todd LibbySlides from Todd’s talk. Great for showing stakeholders that you’re not just making it up as you go along.Marcus JokeWe’ll wrap up with Marcus’s groaner of the week:“I told a joke on a Zoom meeting and nobody laughed. Turns out I am not even remotely funny.” Find The Latest Show Notes

In this episode, we look at why trust is key to good UX, especially with scams, deepfakes, and AI blurring the line between helpful and deceptive. We also ask if emotion-reading apps are helpful or just unsettling, and explore the tricky process of turning services into products. Plus, we discuss a framework from Nielsen Norman Group, tackle a listener's question on productization, and end with Marcus's joke.App of the WeekCheck out Emotion Sense Pro—a Chrome extension that analyzes micro‑expressions and emotional tone in real time during Google Meet calls, while keeping all data safely on your device. It's privacy-first, insightful, and a bit unsettling. But if you're moderating user tests, hosting webinars, or running interviews, it gives a useful look into unseen emotional cues.Topic of the Week: Trust as Your UX SuperpowerThis week's topic dives into why trust is absolutely essential in today's digital landscape. Here's a summary of what was discussed, but we encourage you to listen to the whole show for more detailed insights.We're convinced trust isn't optional, it's foundational. Amid a haze of misinformation, broken customer promises, slick AI-generated content, and user fatigue, building trust isn't just ethical, it's strategic.Why Trust Is Harder to Earn (But More Rewarding)Trust isn't automatic anymore. Big brands used to get the benefit of the doubt. Now users are skeptical. Scams and data breaches have made people cautious. Small problems like unfamiliar checkout pages, strange wording, or awkward user flows make people suspicious.UX Choices That Build (or Break) TrustKeep your visuals and interface consistent so users don't have to work hard. When people get confused, they put their guard up. Think about clicking through to a payment page with no familiar branding. That tiny moment can kill trust. Messages like "Only 3 left in stock" can seem manipulative if users don't trust you yet.Speak Like a HumanTalking about "the company" instead of "we" creates distance. Use normal conversation with "you" and "we" instead of "students" or "customers." Skip the marketing language. And remember that if your photos don't show people like your users, they might leave without saying why.Trust-Building in ActionHere are concrete steps that showcase trust-building in real-world scenarios. Implementing these practices can transform how users perceive and interact with your digital experiences:Audit for trust breakpoints. Look for spots where your UI might confuse users.Loop in legal early. This stops compliance from ruining your tone with last-minute jargon.Test trust directly. Ask "Would you feel comfortable sharing your data here?" during testing.Use authentic social proof. Link testimonials to sources, use third-party reviews. Even better? Simple, unpolished video testimonials.Prioritize clarity over cleverness. Skip the buzzwords.Make human support obvious. This is one of the strongest trust signals you can offer.Trust runs through every part of your experience. Get it right and it becomes your biggest advantage.Read of the WeekThis week's read is "Hierarchy of Trust: The 5 Experiential Levels of Commitment" by Nielsen Norman Group. They outline a trust pyramid:Baseline trust. Can the site meet my needs?Interest & preference. Is this better than alternatives?Trust with personal info. Worth registering?Trust with sensitive data. Can I trust you with payments?Long-term commitment. Will I come back?Main point? Don't ask for level-3 or level-4 commitments before earning levels 1 and 2. Users leave when you push for sign-ups or newsletter pop-ups too early. Build trust in stages.Listener Question of the Week"Is productizing my services a good idea, and if so, how should I approach it?It depends. Productisation can add clarity but might limit your value by putting your service in a rigid box. We find it works better to focus on outcomes rather than fixed processes.If you do want to productise:Focus on the outcome, not the deliverable. Example: "Conversion rate strategy" not "5 interviews and wireframes."Stay flexible. Your process should change as the project develops.Don't use fixed pricing that punishes change.Think about your service's value, not just features.Most of us will get further with a custom toolkit and clear outcomes than a one-size-fits-all "product."Marcus’s Joke“I removed the shell from my racing snail. I thought it would make it faster, but if anything, it’s more sluggish.” Find The Latest Show Notes

In this discussion, Sarah Zama, the UX Lead at the University of Oxford with a passion for enhancing design, shares her insights on navigating UX in a decentralized environment. She reveals her journey of establishing a UX center of excellence and fostering a culture of user-centered design. The conversation touches on Apple’s design shortcomings regarding accessibility and humorous thoughts on AI wearables. Additionally, Sarah introduces the Zuko Form Analytics app, a game-changer for optimizing user engagement and conversion.

Join Jared Spool, a guiding light for UX professionals, as he discusses the urgent need for UX to evolve strategically amidst AI advancements. The conversation dives into the skepticism surrounding Figma's new tools and introduces Ready, an AI app that turns natural language into code, enhancing productivity for designers. They also tackle the UX job market's tough landscape, offering advice for newcomers navigating their careers. With humor and insight, Jared and the hosts explore how to remain hopeful and adaptable in a changing industry.

Join Andy Clarke, a visionary designer known for his artistic approach to web projects, as he dives into the fascinating world of personality-driven design. He emphasizes the importance of aesthetics in UX and how it fosters emotional connections with users. The conversation highlights the role of AI in conducting user interviews, showcasing a tool that mimics natural interaction. Clarke also critiques the mechanization of modern design and champions the need for creativity and storytelling, making a case for more human-centered approaches in all facets of design.

Join the hosts as they navigate the chaotic world of design job titles, unpacking the nuances between roles like UX, UI, and product designer. They share a fun dinner story with an accessibility expert and delve into how inconsistent naming can confuse employers and applicants alike. Discover an exciting new app, Bolt, that enhances Figma prototypes by adding real form fields for usability testing. Wrap up with humorous anecdotes and a classic joke that will leave you smiling!

Discover how emotional design can elevate user experiences beyond mere usability. The conversation reveals surprising insights about friction enhancing interactions and the importance of creating memorable interfaces. There's a critical look at AI-powered design tools, showcasing both their limitations and potential for user research. The hosts share personal anecdotes, including adventurous plans and wedding updates, while offering tips for giving constructive feedback in a collaborative environment. Expect a mix of humor and valuable design wisdom!

Unlock the secrets to redefining your role as a UX design leader and taking charge of your influence in organizations. Discover the precarious state of UX agencies and how they can thrive amidst evolving challenges. Explore the dual nature of AI as both a boon and a distraction, reshaping collaboration in UX design. This week’s tool, UXPressia, empowers teams to visualize customer journeys and engage non-designers in research. Dive into strategies for enhancing your impact and embracing a new era of user experience!

Dive into the fascinating world of invisible user research, where UX practitioners learn to conduct vital research seamlessly without stakeholder buy-in. Explore the challenges of UX debt and the importance of integrating research into daily workflows. Discover the versatile user-testing platform, Useberry, which simplifies the user research process with its affordable and scalable options. The discussion also touches on the delicate balance of accessibility in design and the pivotal role of design leaders in navigating organizational expectations.

Explore the hazards of tracking the wrong metrics and why they could derail your organization. Discover a Figma plugin that makes mockups realistic and enhances stakeholder engagement. Delve into the transformative impact of AI on user experience and the ethical challenges it presents. Learn to navigate the complexities of managing software subscriptions while keeping humor in the conversation. Plus, enjoy a classic joke from Marcus to round it all out!