1. Making the same mistakes twice. Martin Belam. UX Sofia.

2. About me.

3. A confession.

4. My worst ever launch.

5. Solution: Always test with at least one person from outside of your project team.

6. Over-engineering.

7. Solution: Write out over-engineered systems as user stories and see how silly they sound.

8. Forget the UX of the tools.

9. Solution: Treat content production staff like end users, with important needs and goals.

10. Forget to measure.

11. Solution: Make your own metrics dashboard. Print it out. Stick it on the wall in the office.

12. Pre-determined outcomes.

13. Solution: Find another place to devote your energy.

14. Pre-determined outcomes. Solution: Or quit your job.

15. Forgetting mobile.

16. Solution: Develop on mobile. Make mobile part of your UAT.

17. Delaying building.

18. Solution: Prototype. On paper. In code. With Lego. Whatever.

19. Project burn-out. Confession: I have just done this again.

20. Project burn-out. Solution: Look out for colleagues. Learn your own signs of burn-out.

21. The perfect project?

22. UsVsTh3m.com Designed in code. Recruited team, built & launched in 5 weeks. Hit traffic target in 10 days. Already done one design iteration.

23. Thank you. @MartinBelam