Human Behavior

2FA. Everybody says use it. Lots of sites will set it up so that if someone tries to log in or do “forgot password” you get a text or some other secondary way to confirm it’s really you.

Someone I know left her husband. He was not being so nice. He was somehow logging into her Facebook, she wasn’t sure how. And doing some uncool things while logged into Facebook as her. So I worked with her on telling Facebook to clear all other logins, take his phone number out, put her new one in (she had to change her number because of him), change her password, use 2FA to text her, etc…

We did the same with Google for her Gmail and Google login. Cleared previous logins, set up 2FA, change password. I was pretty confident we had gotten rid of him.

She texted me the next morning. He was back in everything and had changed the passwords to Facebook and her Google/Gmail so she couldn’t get in. 2FA hadn’t happened for either account. Neither texted her to say someone was trying to log in or change the passwords. Both Facebook and Google let him change her passwords.

How did this happen?

She realised that he had her previous phone, which had been logged in to these apps and systems. You might say OK, that’s obvious. The phone was logged in. He goes into the phone, he gets into her apps and email. But that phone isn’t activated anymore so it wouldn’t use her phone number, especially the phone number she changed days ago because of leaving him. That phone is 2+ years old.

BUT we set up 2FA. 2FA is specifically designed for situations like these. You’ve gone in, changed your password, and cleared logins… should someone with your (old, deactivated) phone be able to get into everything without doing the 2FA?

I spent the next day depressed laying in bad, angry at 2FA and some pretty shitty UX. Sorry to swear but I was mad. How many frightened people is 2FA not helping? How many of those people continue to be hacked, harassed, hurt because these systems aren’t working?

I can’t say hey Facebook stinks, look at what happened, because it happened with her Gmail/Google also. It makes me think something about the way companies are implementing 2FA is heavily flawed. If I change my password, log out of all accounts, etc… 2FA should protect me. And it freaking doesn’t, does it.

What if someone had my current phone?

Here’s a use case for you. You somehow have my current phone and you somehow know how to unlock it. I have no unlock code or it’s obvious or you know me and you guessed it or your my ex and you saw me type it in 4000 times. You have my phone. Let’s say someone who shouldn’t have my phone has it.

How does 2FA help when my CURRENT phone is in the wrong hands? If you text me a code, the jerk with my phone now has that text! He or she has the code! Email me a code, well my phone picks up email.

Desktop vs Mobile

Last week, Facebook decided someone might be trying to log into my account (because I rebooted my router and my IP address showed up as a different neighbourhood around here). It logs me out of desktop Facebook but interestingly I was still logged into the mobile app.

In fact, it wanted me to go into the mobile app to get a 2FA code for desktop. Well sure, my phone is still logged in to the app, here’s your code. And if that phone were in the wrong hands… there’s the code!

In reality, if you are going to log me out of desktop Facebook because you think I’m being hacked or compromised, then you log me out of mobile web Facebook and you log me out of mobile app Facebook. Period. Otherwise, you have not saved or helped me AND you may have made it really easy for the wrong person to breeze through the two-step authentication.

What is the only thing that would have worked in this case?

I think the only thing that would have worked would have been to remote wipe her old phone, the one the ex somehow got. In reality, he didn’t know her passwords. But since he had a phone that was logged into these apps, the apps gave him the power to change settings, undo 2FA, change the password, etc… If we had remote wiped the phone, he would have been locked out from harassing her by logging into stuff as her.

Moral of this story: 2FA isn’t what you think it is. And the best safeguard for when your phone is compromised is to enable remote wipe. Even an old phone that you think won’t get someone very far because you’ve changed passwords and set up security safeguards.

Google how to do that for your particular phone. Set that up. You might need it someday if the phone falls into the wrong hands.

Share This Page
Read More

2016’s Weirdest Email

Posted By on Jan 3, 2017

I haven’t had time to blog as much as I’d hoped. So here’s one for now. The weirdest email I received in 2016.

Please enjoy.

Let me sum this one up for you.

Elizabeth (full name and email address obviously not mentioned here) emails me to say that I (Debbie Levitt) am an instructor at General Assembly.

Elizabeth found one of my blog posts where I mentioned that I was NOT an instructor at General Assembly but that I recommended them and heard good things. My point in that post was to recommend them without people thinking I’m biased in any way.

Elizabeth then says that, “Full disclosure and trust is very important to” her. Yes, me too! That’s why I’ve always said I have never worked for General Assembly.

Elizabeth writes, “Was disappointed to find out that your company would rather manipulate potential customers, rather than be honest. I will no longer be frequenting the site.”

I’m not an instructor at General Assembly. Never was.

Interviewed for it twice but they had previous instructors return and said they didn’t need me… but they keep looking at my LinkedIn profile. 🙂

GA is not on my LinkedIn as past or present work experience. They’ve never hired me to do anything.

I’m recommending GA based on hearing good things about them but wanted to know people I wasn’t recommending them because I work there (and recommending them lines my pockets). Elizabeth would like that!

According to Elizabeth, I am manipulating potential customers (Ptype’s or GA’s? not sure) because in my blog I am (I guess) not telling you the truth when I say I wasn’t a GA instructor.

So let me say this again.

I have never taught at General Assembly.

I have spoken at non-GA events held at GA. I have spoken at meetings that used GA space. I have mentored at startup competitions that used GA as meeting space.

I have never been a GA instructor. Even if Elizabeth is sure she was aware that I was.

I just Googled this.

I just Googled this and found something very strange. GA lists me as an instructor… of an Axure class I was going to hold in Los Angeles but cancelled. It never happened but the old page is still up.

I was going to be your “Axure instructor” at a workshop I scheduled at GA but had to cancel.


I’m still not a GA instructor. I don’t teach anything there and never have. I’ve emailed GA to see if they can take that weird reference down. No reason to list me as an instructor for an Axure workshop that was scheduled years ago but never happened. They took the page down without question.

And how sad that someone believed that over me saying I’ve never taught there! Still true: I’m not and never have been a GA instructor. I would have been your Axure workshop instructor had the class happened! But it didn’t.


Strange to watch someone not believe me for telling the truth, but that feels kinda 2016. 🙁

So enjoy the weirdest email I received in 2016. Bests to you too, Elizabeth.

Sorry me telling the truth made you lose trust for me. But hey, it’s the truth. I’ve never worked for GA and if I recommend them, it’s unbiased because I’m not now and have never been an instructor there.

Share This Page
Read More

Imagine we are all in elementary school.

The teacher says that for recess, we will either play kickball or tag. Let’s all vote! The sport with the most votes wins and everybody will play that sport.

You don’t like kickball or tag. You’re having trouble deciding which you hate more. So you decide that you will write down the sport you really want to play: tennis. You bring your “tennis” vote up to the teacher.

Your teacher tallies up the votes. Kickball wins! We’re all going outside now to play kickball. Nobody will be playing tag. Nobody will be playing tennis. Or handball. Or basketball.

It’s kickball for everybody. You’re not excluded because you didn’t want kickball. You’re picked and you’re playing. If you don’t like how the kids in your class play kickball then maybe you should have voted for tag.

If kickball ends up not fun, telling people you voted for tennis won’t matter. You didn’t vote for tag so tag didn’t win. Kickball won partially because you voted for tennis. And maybe Susie voted for pickleball and Jimmy voted for Mickey Mouse. Oh, Jimmy.

Your vote ended up not counting. Your only REAL choices were kickball or tag. Any vote for anything else pretty much went to waste. Even if a few of you had voted for tennis, it wouldn’t have been enough to beat the kickball majority. After all, most of the class weren’t writing in random votes. They were voting for the one of the two choices they’re given.

You may not have taught the teacher anything. Next recess, the choices may still not include tennis. Voting for tennis may not have “sent a message” to the teacher that we should be playing tennis. The next vote will probably be kickball (today’s winner) vs dodgeball (a new challenger).

You will live in the country under the winner.

Your best chance at having your vote be a meaningful addition to the final count is to place it for one of the two viable candidates… or against the other candidate.

The easy part this election cycle is that each candidate stands for completely different things. Nearly direct opposites. While each is flawed, chances are that in the Venn Diagramme of policies, ideas, needs, and preferences, one candidate is more of an overlap to yours than the other candidate. Your stances on immigration, LGBT issues, abortion, minimum wage, taxes, and the economy might help clue you into which candidate better matches you.

Another helpful clue is: would you rather see a liberal-leaning judge added to the Supreme Court or a conservative-leaning judge? Your answer there tells you which President you want to vote for.

Vote for that person that best matches you, whoever it is, among the two key candidates who have a shot at winning. We’re not playing tennis. We’re playing kickball or tag, so you might as well pick one.

Your “Don’t Blame Me, I Voted For Ted Cruz/Bernie Sanders” bumper sticker won’t win you any friends and might even lose you friends. Judging by what my friends tell me, it’s already ending friendships and the election is 2 months away. The people who wanted Trump will know your Ted write-in helped Hillary get elected. The people who wanted Hillary will know your Bernie write-in helped Trump get elected.

President Hillary Clinton. President Donald Trump. One of those probably made you naturally react bigger than the other. You have your clues. Act on them!

Learn from the Nader votes years ago. What did we learn from them? Did we suddenly turn into an equal three party system? Nope. Was the Nader voice so loud that it changed how elections went? Nope. Bush narrowly beat Gore. Or did he.

Share This Page
Read More

Empathy has become a bit of a buzzword in UX lately. Many trusted experts are saying that various aspects of UX strategy and design require empathy.

What empathy isn’t.

A few months ago, I ended up in a Facebook battle with a stranger whose profile said he was a Senior UX Researcher at a company I won’t name. The topic was the poor experience I had with Kent State University’s online grad program (and let’s not go into that one again). He seemed determine to invalidate my opinion. He accused me of “sour grapes,” which made no sense since I am not jealous of a school experience I gleefully quit.

Late in the battle, he started a sentence with, “I empathize with you, but…” and proceeded to try to make it sound like my opinion and experience weren’t really what I was claiming they were.

First, you don’t empathize with me. If you truly felt empathy, you would understand why the experience I had produced the beliefs and reactions I had surrounding it.

Second, nobody has empathy but then disagrees or invalidates what the other person is saying, feeling, or experiencing. That’s not empathy.

What is empathy?

I have read a lot of definitions and have come up with my own. Very often, people say that empathy is putting yourself in someone else’s shoes… and perhaps walking a mile. But that’s not really empathy. Weirdo Sr UX Researcher put himself in my shoes and decided my reactions to my own experience made no sense perhaps because it’s not how he would have reacted to the same situation. That’s also not sympathy.

Empathy is you putting yourself as me into my shoes.

If you put yourself into my shoes, you will think like you. React like you. Parse information like you.

If you imagine me in my shoes, you should then be thinking like I think. Reacting like I think. Assessing situations like I do. Which means you always validate that person. Whatever he or she thinks, believes, decides, opines… it makes sense… to him or her. You might do something different! Doesn’t matter. You are seeing the world through someone else’s eyes as him or her.

No outside judgment.

As soon as you are saying that someone’s reaction makes no sense, her feelings don’t match her situation, he’s making a mountain out of a molehill, her conclusions and assessments of her own situation are weird, those are your judgments. And they are not empathy.

Empathy requires that you remove your own judgments, ideas, preferences, and “what you would have done” in order to try to really imagine things through the eyes of the user.

I recently saw an example of what not to do when I saw a user story written by a product manager. Normally, user stories go something like, “As the user, I want to be able to [do something] because [user’s reason].” The product manager had written, “As the product manager, I want the user to be able to [do something] for [product manager’s reason].”

User centered design needs you to BE the user

You may not be your own company’s target audience. But to do your best UX work, you have to step out of your own shoes. You have to get away from the mirror and BE the personas or target audience. Don’t just “put yourself in their shoes;” that’s still you being you, just in some other scenario or bizarro world.

To truly know how a user would potentially react to something, to understand how a user might use something, and to know if you have designed the right solution, you have to be the user. Since we haven’t invented technology to put us in other people’s heads, we have to do this through empathy.

If you are not naturally very empathetic, start by thinking of it as acting. You ARE the persona. Get into character. Improv. What does that person’s life look like? How is he motivated and what influences him? What are her needs and goals? What improvisation can you do around what this persona would be like brought to life?

One of my fave UX researchers (not the above guy) would say the same thing often to people during user testing. “That makes sense,” he would say with comfort in his voice, no matter what the user just did or said. Because to the user, they were doing it right and he was validating that… and them. Good stuff.

And that other “Senior UX Researcher”? He wasn’t empathetic or sympathetic. He was just pathetic.

Share This Page
Read More

Clicking around nothing in particular recently, I found a list of something like 11 things Baristas want you to know. Here was number 7:

ScreenHunter_232 Apr. 22 11.46

It says, “If you asked for decaf, I gave you decaf. You don’t need to ask me repeatedly. I am not out to get you.”

And I’m not out to piss you off when I ask you repeatedly.

I have a caffeine allergy. It’s one of those allergies where I can have a little of something, but if I go above a certain threshold, that allergy is 100% ON. I can have about as much caffeine as you’d find in a can of Coke, about 40mg, in a day. Or I can have a little dark chocolate. Or some decaf coffee or espresso.

One thing I definitely can’t have would be regular coffee. Certainly not regular espresso. That will be very bad. That would be like 4x what I can handle and I won’t even see it coming.

If I go over my threshold, I get a basilar migraine for about 12 hours. Nothing cures it or makes it go away other than time. I have to wait it out. So it’s best to stay under that threshold. And since I was diagnosed in 1984, I’ve gotten very good at knowing where that line is.

I love decaf coffee. Love the taste of it. Don’t want to give it up because baristas have made me sick three times in 15 years.

You’re not out to get me, but you’re human. You might make a mistake.

I evidently DO need to ask repeatedly because in the last 15 years, Starbucks baristas have:

  • Given me caffeine 3 times no matter how many times I checked if it was decaf and told them I have an allergy. They deserve a special rung of hell.
  • Remade my drink (various baristas in various locations) because when I double-checked, they suddenly weren’t sure if they had pulled a decaf shot or not. Grateful to them!

I’m going to ask repeatedly. Please learn to not take that personally.

I once asked a barista in an airport if she were sure she was giving me decaf. She snidely said, “I CAN read.” OK, I bet you can read. But anybody can make a mistake.

Please work WITH me. Please be understanding. If I ask that much, it must be important to me. I know you’re not out to get me. But I also know that it’s human to grab the wrong thing. We’re all capable of it.

Thank you.

Share This Page
Read More
Website Redesign: Just The Home Page?

Website Redesign: Just The Home Page?

Posted By on May 10, 2016

One thing I’ve noticed lately is a trend for companies to redesign the home page and then NO other pages. My home page is fresh 2015 or 2016. The rest of my experience looks the way it did 5 years ago, maybe more.

Let’s see some examples.


PayPal is possibly the worst offender here. I have a few accounts with them. Each has the same login page. And then each has TOTALLY different pages after that… different from each other.

ScreenHunter_207 Apr. 17 16.14

That’s the home page. After I log in and want to actually get something done in the site, it’s the ancient PayPal site but with a new header and footer. We couldn’t redesign all the pages?

ScreenHunter_208 Apr. 17 16.15


I like TripIt. I keep paying for it. They recently redesigned the home page and the page you see once you log in. Go past that, and it’s all the old pages.

Here is the page I get after logging in. This is what you get if you click, “Home,” from the top nav once logged in. The columns are a bit wild but the design is fresh from 2015.

ScreenHunter_209 Apr. 17 16.15

Now, let’s click “Trips” from the top nav.

ScreenHunter_210 Apr. 17 16.16

I Saw This Done At An Agency Where I Contracted

One of the agency clients called. Our home page doesn’t convert well. Redesign our home page.

The agency happily just focused on the home page, which was a shame since our team ended up feeling the worst part of the home page was the navigation. Since that was a global element (and not a home page element), we were told we couldn’t change it.

When companies have pre-decided their problem, they box in their agency (or team) on solutions. That’s why we created this video.

Still, that’s probably not what’s going on here since those projects are often about leads and/or conversion. I’ve already converted. I’m logging in. I’m a real customer. I’m here to get things done, not to sign up or get more info.

Consistency Is Important

If these were A/B tests and I was seeing page variations, I’d understand that. But two things clue us in to this probably not being an A/B test.

  1. I have been seeing these inconsistencies for a year or more. That would be one wildly long A/B test and I’m stuck in one bucket.
  2. If we are A/B testing, why not show me the whole site in the variation design or layout? Why only show me the home page, where I spend the least of my time?

The next time someone at your company suggests that you don’t really need to redesign the whole site and just the home page will do, push back on how that could be a potentially confusing and inconsistent user experience.

Share This Page
Read More

Our Bay Area Axure Meetup has over 200 members. I’m proud of that! But for some reason, meetups have very low turnouts even though I try to make them relevant, cool, and not too frequent.

I decided to put on a User Research hat and send out a 2-question survey asking people who can’t go to our most recent Meetup why not. I’m curious if it’s mostly schedule conflicts or something else.

Just Two Questions

The first was why you can’t come to the Meetup. You could pick “yes” or “kinda sorta” for a few pre-written options. Or choose “other” and write in your own.

The second question was a freeform response on why you joined the meetup group and what you hope to get from it. Helps me understand expectations.

I got back a survey response so interesting I had to share it.

Survey responses were anonymous so I have NO idea who this person is. He or she is one of the nearly 200 people who did not come to the most recent Meetup.

ScreenHunter_243 Apr. 28 11.16

If I’m reading this correctly…

  • This person has joined a meetup group but has had bad experiences with “mass meetings,” and mostly finds them a waste of time. Perhaps Meetup isn’t the right place for someone who doesn’t like mass meetings?
  • This person kinda doesn’t care about Axure but has joined the Axure meetup.
  • This person wants to learn more about Axure, even though he/she doesn’t care that much about it, and hopes to get more info on it.

How do I make that person happy?

I’d love to help that person get more info on Axure. You want more info on Axure and I have that info! But you kinda sorta don’t care about Axure. Hmmm….

You could come to our meetup! Oh, you don’t want to come to meetups as they might be a waste of time.

Just a reminder that we can’t make all of our customers happy. I probably cannot meet the expectations of a meetup member who doesn’t like or trust “mass meetings.”

Luckily, other survey answers showed that people mostly just couldn’t make that particular night and it was nothing against Axure or Meetups. 🙂

Share This Page
Read More

When I do public speaking, a question I get nearly every time goes something like this:

I’m an entry/mid-level UX practitioner at a small/large/famous company. It looks like nobody outside of the UX team is thinking about our users and personas. How do I get the developers/artists/product managers to be more user-centered?

My standard answer isn’t good news, sorry.

First, I’m so sorry that you are working somewhere where you are seeing one or more teams literally not care about the user. Maybe they care only or heavily-primarily about business needs or just shipping it no matter how easy it is or isn’t to use.

Second, if you are entry or mid-level in the company, it’s not your job to get entire teams or departments on board with anything. Step 1, release yourself from the expectation that you can or should be able to get that buy-in.

It’s normally top down.

Someone a few levels above you decided that it’s more important to release software quickly. Or make it pretty on the assumption that well-visually-designed is really all it needs.

This is the job of the Head or Director of UX. If your company doesn’t have one of those, that’s also a sign that the company doesn’t really buy into UX… at least not as its own specialized thing. If lower level UX people answer to an artist, creative director (without a UX background), product manager, or engineer, this is a potential sign that UX isn’t really respected at this organization.

If there is a Head or Director, that person needs to be working with other teams and departments to make sure people understand what UX does, why it’s not something you circumvent, and why focusing on the users should be the top priority.

Again, this isn’t your job. There is no magic thing I can say that will make all the non-UX product managers stop thinking that UX research is a waste of time and money. This has to come from someone with the right level of authority who can command respect as a subject matter expert.

Perhaps a workplace mismatch?

That’s a tough environment in which to be someone whose entire job is to think of the user first. I find many UX practitioners give us and quit that environment. And if you choose that too, all of us in the UX world would understand.

There are companies out there who get UX, prize it, take it seriously, and don’t need convincing that UX is something special, meaningful, and worth the time and money. You might be happier working there.

Share This Page
Read More

Sometimes you end up in an argument. Sometimes you know you are headed into an argument. I once got a great piece of advice that has helped me, so I’m sharing it.

During my nasty divorce in 2003, my lawyer and I went to meet with the other side in his lawyer’s office. The meeting was a lot of nonsensical yelling, which is what I was used to from my then-husband.

One instance of their crazy-pantsing was when they were yelling about much money I should be making as a “webmaster,” which was a server admin job I didn’t qualify for then or now. But they were still sure I should be making 6 figures as a webmaster, so they wanted alimony in line with what they thought I should be making. I asked them to define what a webmaster was and then explain how my skills fit that. They sputtered and couldn’t do either, which lead to more familiar nonsensical yelling.

On our way to the car, I said to my lawyer, “I think that went pretty well!”

He said calmly, “In my 35+ years of being a lawyer, that was THE worst meeting I’ve ever been in.” I asked how he could tell. He said the other side wasn’t interested in any facts or information we had. They just wanted to stick to their ideas and beliefs, even if we could prove those wrong. He said you really only want to bother with meetings and discussions when there is a chance of compromise… or the other side is at least open to learn something new.

And that’s true of any debate or argument.

I think about the crazy situations I sometimes end up on Facebook when some friend-of-a-friend decides I’m Hitler because of how I vote or what I eat. Is it really worth arguing with that person? Does he or she want to learn new things about politics or me?

Asking yourself these questions in times of confrontation can really help get you grounded again. Accusations and crazy talk can unhinge any of us and make us want to bark back. But especially in business situations, we have to be more mindful in our approach. It takes practice.

In personal situations, this advice is really helpful. A stranger online who just told me I need to respect and appreciate him for how long he’s been in the industry? Well, let’s step back before we reply and think about what is really going on here. I don’t think he’s looking for facts, info, or for me to re-clarify my opinion.

In fact, he’s not asking me about my opinion at all. I think he’s telling me incorrectly what my opinion was and how I have that opinion.


Is he asking questions?

That’s one way to know when you’re in one of these situations. Is the other person asking questions? If you are hearing questions like, “What do you think?” or “Can you please clarify this?” or “What information do you have about this?” then you might be lucky. You might have someone with a somewhat open mind who could be open to information other than what he or she was already believing.

But zero questions is often a good sign that the other person is sure about his or her beliefs or ideas. Not open to anything you might want to share or explain. Which means don’t go there.

Don’t bother. You will spend meaningless energy not-enlightening anybody. Don’t explain it again. They don’t care. And that’s OK. They are allowed to not care. But know that and move on.

There are UX questions we can ask in business situations.

When the argumentative person in the meeting who really wants it her way starts in again with how all the customers will want the feature she came up with the way she envisions it, it’s easy to want to go to battle. I remain calm and just ask her how she knows that. Does she have UX research that supports those hypotheses.

Either way, that ends the fight. Either she has good user research that supports what she’s saying. Or she doesn’t, at which point you can say something neutral like, “We should do some user research to validate your hypothesis before we design, build, and implement these features.” Who can disagree with that? 🙂

“That’s an interesting idea. We should investigate that more.” You’re being neutral-to-positive but also saying we’re not going to run and do that (without validation).

“I’ll make a note of that and run it by the team.” I won’t be the one to tell you the idea stinks. I will make sure you feel heard and listened to. Maybe when I tell the team your idea, they will have an improvement on it that will still help you feel like it was your idea. 🙂

In conclusion…

Watch for people who aren’t asking questions… and don’t answer the questions they’re not asking. You will have to find another way around. Lean on research and data as much as you can (in business) so that it’s not about any one person’s ideas or feelings.

Share This Page
Read More

Suggestions For Future D23 Expos

Posted By on Aug 16, 2015

For those of you new to this blog, hello! I’m Debbie and I’m a UX (user experience) designer. I specialize in interaction design and information architecture, which means it’s normally my job to make websites, apps, and other user experiences better, easier, more user friendly, faster to learn and use, etc…

I’m a big Disney fan, mostly of Parks and Resorts. I just attended my third D23 Expo in Anaheim, and some of the poor organization is shocking. The event doesn’t seem to learn from its mistakes either. In case anybody is listening, I wanted to offer my help and some ideas for the future.

The Space

The Anaheim Convention Ctr has 1.6 million sq ft of space and is adding more. If Dreamforce can operate in Moscone’s 2 million sq ft and have 130,000+ people attend, you should be able to do well with what you have in Anaheim and easily herd roughly 30,000 people.

The space isn’t well utilized. Key things people want to do are across the convention center from each other. Important things like StagePass and StorePass (I’ll get to those) are way on one side of the show floor. If you really want to maximise crowd control, perhaps those go somewhere else… upstairs? Or not at all? I’ll get to that.

There is a lot of lining up outside and you had no canopy or water. It was 92 degrees this weekend. People are lined up for hours in the SoCal sun without love. Workers didn’t seem to know where bathrooms were. They sent us to the Hilton Hotel, which the Hilton might not have liked.

Since you never do anything to gauge attendee interest in presentations, you seem to have no idea what size rooms to use. I was in the 11am Silly Symphonies presentation in a huge room that was half full. Well sure… everybody was downstairs lining up for StagePass.

Balance crowds across the three floors of the building. Put Archives back upstairs (and bring back the archives merch shop from 2011). What else can go upstairs? I wonder if the whole thing could be flipped. Big presentations downstairs in halls that can hold thousands and thousands of people; everything else on the top two floors since those pavilions, shops, and activities can be separated into themed ballrooms.

The Workers

It looked like most people helping out here were Cast Members (workers) from Disneyland and Disney Stores. They seemed to be in people-pleasing mode rather than crowd-control, rule-enforcing mode, which meant that experiences were inconsistent. I saw one guy talk his way onto the StorePass line at one of the stores even though he had no StorePass. He didn’t think he should have had to wait considering everything else he had to wait for.

Yeah, we ALL feel that way. The lines here are unreasonable and poorly thought out. But these are the rules. The worker let him in. Things like that sucked. There are many stories surfacing from the event that are like this… workers moving people waiting on one line to another and then those people get let in later than they should have.

This is organization and communication. If your workers are going to be in people pleasing mode, then maybe hire the conference staffing people you can get for events. They won’t care what people think of things. They follow the rules. And then you won’t have Disney workers being mentioned by name in anger around social media. That’s bad for everybody.

The Rules and Strategies

The story of the guy who talked his way onto the line makes us ask did he know what to do and just didn’t like it? Or did he genuinely not know what he was supposed to do?

How is D23 messaging what you should do? Online “survival guides” said things like wear comfy shoes and bring water. But who is telling people how to plan the day, what passes you MUST get by when, etc… StorePasses were running out by 10:30am… and they only started giving them out at 10am. People were lining up since 9am.

How does D23 tell people how to play their game? How can messaging be clear but friendly? Nobody wants to read something that feels like terms and conditions. The first-timer friends I brought said if they didn’t have me strategizing, they’d have no idea what to do and be very angry about the things they would have misunderstood, not known, or just missed. PS: they don’t want to come to this event again. 🙁

I disliked this Expo so much that my first thought was, “I won’t buy a ticket to the next one until I read the rules and polices and make sure they changed for the better!” And then I remembered that rules and policies were broken or non-enforced everywhere, so those are meaningless.

The App

The mobile app was very bad. I don’t think anybody worked on the UX team for that one. I think someone came up with ideas, programmers built it based on the ideas, nobody did UX, and a designer put some icons on it.

There are so many places it doesn’t work as expected. For example, you add friends to it by logging into Facebook. But then what can you do with those friends? You can’t see what they favorited, which is what people seemed to expect. When a friend wanted to message me through the app, it looked like it was going to send her to Facebook. Well, she already has Facebook for that.

App notifications weren’t going through to many people, which tell me that this wasn’t tested on all appropriate devices. I saw plenty of iPhone 4 models around. If you think everybody has a 6, they don’t. One woman told me she couldn’t see the third day of the schedule without putting her phone in landscape mode. Again, nobody must have tested an older, narrow iPhone to see this.

Every time I tried to zoom in to the map, my screen went white and the map seemed to completely reload. That’s a crappy user experience. And when I got really zoomed in, someone saved/scanned the map at bleh resolution. I couldn’t tell a 6 from an 8 on booth numbers. Type was very small.

I am offering free, unlimited UX help and QA for your next app. Let some pros work on this thing. It’s too embarrassing to put out what you did. Let me and my team take your feature dreams and give them the layout, flow, interactivity, and ease of use they deserve. Free. Don’t want me? Hire professionals with senior-level experience (or higher). Don’t give this to entry level juniors, please.

If D23 resources are tight, lean on fans. You’d be amazed what we know how to do and would do without charging.

StorePass and StagePass

The expo has a system for letting people get into certain presentations that interest them. You can’t book those ahead. Each morning of the three-day event, you go and wait on a line to get a StagePass. This lets you pick one presentation from the first half of the day. You get a ticket and the assurance that you can get into this presentation. In the morning, the line was short, but that’s because we lined up to get in 2 hours before doors opened. So we’ve already waited 2 hours to get a StagePass.

The Expo expects you to line up AGAIN at 12:30pm to get a StagePass for the one presentation you’d like to see in the second half of the day. Some people started lining up at 11:30am. The line extended across the entire trade show floor across multiple halls, right through the middle of everything. It looked like thousands of people were on the line. I might be on that line 2 hours.

Why can’t I line up once per day and get two StagePasses? There’s no risk associated with letting me do that. If I don’t show up and the presentation is popular, there is a standby line of people who will HAPPILY take my spot. That spot won’t be wasted, so there’s no risk.

Even more bizarre is that if you line up for StorePass, the ticket to a shorter line to go into shopping areas, you can get up to three StorePasses each day. We waited about 40 minutes on the StorePass line but were able to get passes for two stores. Why can I get multiple StorePasses for one day but not multiple StagePasses?

And while we’re on this topic, why can’t I choose StagePasses and StorePasses from the app? Let the app check for location to make someone is at the convention center (or on the CC wifi, which also makes it likely I’m here). Let me pick 2 StagePasses for the day, first come to the app, first served. Let me get on a waitlist, which helps me NOT sit on a standby line if there seems to be no chance of me getting in without a StagePass. Sitting on a standby line with no chance of getting in is a huge waste of time at an event already seriously wasting people’s time.

I saw another good idea on a Facebook page. Someone said that when we register for the event and pay to attend, let us pick three presentations that we want to be guaranteed to get into (while supplies last). That way, even if you don’t feel like waiting on all those lines, you KNOW you are hearing three presentations.

Same could be done for StorePass. Let me get it when I register or from the app. Don’t make me wait on a line to get a ticket that lets me wait on another line later.

D23 might think hey, these are Disney fans. They’re used to waiting on long lines! Yes, but you’re forgetting one thing when comparing this to the UX of FastPass in the parks. It takes me 30 seconds to get a FastPass for Soarin’. It took me HOURS to get StagePasses and StorePasses.

The Problem With Waiting On Lines

When I am waiting, I am not doing. Not experiencing. This was made clear when I had breakfast in Disneyland the day before the Expo. We waited nearly an hour for breakfast after ordering. Evidently the waffle machine went down. The waiter didn’t just apologize; he gave us FastPasses to ANY ride we wanted.

He understood that while waiting for food, we missed a chance to be on rides in the park. We missed a chance to be sharing pictures of us doing cool things. The Expo needs to understand the same thing.

“I can’t wait to stand on a 2+ hour line to then wait on a 40-minute line to get a ticket that lets me later wait on a 40-minute line,” said no-one ever.

Do you want us doing things, buying things, and plugging Disney to our social media worlds? Or do you want us on lines for endless hours and experiencing the negative emotions that brings?

It’s about the payoff. When I was a kid, we went to Disney World during Christmas week when we were off from school. We waited 60-90 minutes for a 5-minute ride, and it felt like a good payoff. I remember disliking lines but feeling it was worth it to go on the ride.

The payoff feelings at the D23 Expo are few and far between for attendees… unless you’re a Sorcerer…


Sorcerers. People hate them. These are attendees who paid $2000 for a ticket for the priviledge to have early access to a few things, their own lounge, and to never wait on a line. They can waltz into anything. I think I paid under $150 per ticket. For $2000, I can have a week in Disney World, so it’s not worth it.

If you’re going to give Sorcerers early/extra access to merchandise, then please make enough merchandise so that other people can buy it too. I know D23 is about getting limited edition stuff. But if you are letting 20K, 30K, or more people into the Expo, make more stuff. We want to buy stuff. NOBODY will refuse to buy stuff because you made 10,000 of them and the edition isn’t limited enough.

“This limited edition isn’t limited enough,” said no-one ever other than the guy buying it to sell it on eBay before the day has ended.

Make stuff. Make it easy for non-Sorcerers to buy stuff.


D23 is a club. This is our once-every-two-years event. You can buy a ticket if you’re not a member. You’re not guaranteed to get in since members are let in first.

Wait… what? You can buy a ticket and then not get in? Is this some sort of shitty oversold flight? Can’t we do better?

If you want to limit it, then be smart. Say it’s for members only, who can bring up to 5 guests who are not members. Members can’t buy tickets. No NON member line. If you want to buy a ticket, go with a friend or become a member. That might drive membership… if you want more members.

As a member, which costs under $100/yr and has other perks, I would be happy if non-members couldn’t buy tickets. That’s thousands of people who won’t bitch me out on long lines where tempers run short.

Rebrand This And Focus On The Consumer Relationship

If this is just Disney’s ComicCon, then stop calling it D23. It’s Disney’s Fan-Whatever. Fan-Tasia. 🙂 Put Disney resources on it full time and blow people’s minds. Fire your event planners. They are not serving you or your customers well. They’ve proven over the 3 expos I attended that they can’t handle this.

Considering it’s a 100% marketing event plugging Disney stuff we can all buy, put more resources on this. Hire full-time Imagineer geniuses to event plan the heck out of this, build a KILLER app, and make this event the one nobody can miss. Build a cross-functional Expo team that combines all the business units, Disney Meetings (these guys and gals are event pros), marketing, ambassadors, UX, app devs, etc… This is a no brainer.

Your outsourced event people just aren’t cutting it and you’ve given them more than enough chances to prove themselves. “More people came this year” may feel like a success metric, but there are other KPIs. Look at the sentiment being expressed. The fighting. What’s on social media. Look at no-shows. I had local friends buy Saturday tickets months ago but then decide to not come once they saw the pandemonium on TV and I warned them to stay away.

If you want to sort people for the purposes of an expo, then look at DVC membership (people you make the most money on), people with annual passes (people you make the next most money on, sorted by level of pass), and then something like D23 fan club membership. Maybe you also look at Disney Movies Anywhere membership at that point… or whether someone ones a Disney Infinity set. Somewhere in there might be shareholders. I heard a few people complaining they “they’re shareholders and can you believe” [complaint complaint complaint].

You know who you make the most money on. I’m guessing it’s DVC members. But use the data you have and focus this event on those target audiences primarily. Recognise people for their relationship(s) to you, Disney. Play into that. Start playing this event to the people who spend the most money with you year after year.

In Conclusion…

The smartest way to go is to cater to DVC members primarily, other memberships secondarily or tertiarily. Put real Disney people on this full time. These people do nothing but plan the Expo even if it’s every other year. You make people feel at home and feel the Disney magic. You help people feel cared for, listened to, and catered to.

Disney knows how to do that better than anyone. That’s why the Expo is so hugely disappointing for people feeling frustration. It’s not like a bunch of jerks planned a crappy event because they are jerks. This is DISNEY. We expect a LOT. And I just had my third Expo be frustrating, exhausting, and disappointing.

I know you can do better. Someone has to decide it’s worth the time and money to do it. Create the joy we fans know you can.

And For Fun

I will be a 3D-printed, face-scanned Mouseketeer.

2015-08-14 15.53.45

Responding To Responses

Editing this to include some responses I got to this blog post.

What else can you expect with 45,000 passionate people?

I can expect a lot though at this point, my expectations are pretty low. I am basing my expectations on business events I have been to like Dreamforce. They have 130,000+ people in one convention center annually. It is pretty smooth! They even pack most of those people into a last-night party. The one I was at a few years ago had Metallica playing and free alcohol.

If Dreamforce can make wrangling 130K people look good, why should this event be so messy with 1/3 the attendance?

The event would have been better if more event planners had headsets/walkie talkies.

I’ve done some event planning. I own a set of six (expensive) walkie talkies with earpieces. Most of my concerns wouldn’t be solved by more walkie talkies. To name a few, the flawed used of event space, the agonizing process to get StagePasses, and an app that was poorly designed, built, and tested aren’t fixed by more headsets.

Share This Page
Read More