In 2022, a leading fintech in Europe redesigned their dashboard using traditional UX rules:
Tabs
Drop-down filters
Card grids
On paper — perfect.
In reality — fail.
Users got overwhelmed.
Retention fell.
Support calls spiked.
Why?
Because rules that once worked…
no longer apply to modern user behavior.
Sometimes designing forward
requires unlearning backward.
The greatest barrier to great UX today
is yesterday’s best practices.
UX Rules That Are Now Red Flags
Users read everything
No — they skim at speed
Clarity must beat content
Put everything in menus
Menus hide important actions
Visibility drives usage
More control = better experience
Choices increase cognitive load
Default flows reduce friction
Uniform UI = better consistency
Uniform ≠ optimal
Interfaces should adapt to behavior
Desktop-first approach
Mobile & voice have overtaken typing
Small screens = big constraints
Experience Is (Now) a Living System
- Design must evolve through real cues:
- Eye tracking patterns
- Emotion recognition
- Behavioral intent signals
Static UX is dead.
Adaptive UX wins.
Business Wins After Unlearning
- Faster onboarding
- Higher product stickiness
- Lower task complexity
- Better brand perception
- Continuous alignment to behavior
Learning new skills grows ability.
Unlearning old habits grows vision.
Case Study
Outdated UX → Explosive Growth
Client
- AstraBank Mobile — Singapore
Challenge
- Traditional flows causing high abandonment
ODW Behavioral UX Overhaul
- Predictive shortcuts for recurring actions
- Decluttered decision screens
- Biometric-triggered smart actions
- Guided micro steps for new users
8-Week Gains
| KPI | Result |
|---|---|
| Task completion speed | +58% |
| Feature adoption | +33% |
| Churn | –29% |
Progress happened once the past was removed.
Final Thought
The future rewards the designers
who aren't afraid to unlearn.
- sales@odw.rocks
- +91 9312342222
