Let’s imagine the worst, to create the best

Let's be evil...

A fun ideation method
Imagine the worst possible user experience order to come up with alternative and securing conception ideas. We created this method within the Akiani agency because to the best of our knowledge there were until now no UX design methods to generate securing functionalities.

A fun approach
A deck of cards to support the ideation

Deteriorating user experience is a fun and classic method used by creators. Based on this idea, we meticulously designed a deck of cards used to stimulate creativity.

Collaborative ideation
Think the other way around

The « evil » nature of this method makes the discussions more playful and releases the group’s creativity: characteristics are inherent to the « evil » functionalities imagined by the group.

Functionality Securing
To identify your service’s « unmissables »

There are many methods to find innovating and disruptive ideas, but few focus on the absolutely essential elements you have to offer to your users.

Group and individual
An approach that favors completeness

If the method uses the collaboration to its fullest, the various cards enable individual work on securing functionalities.

(Evil) participative workshops

  • Picture of the UX devil card deck
  • Picture of the deck featuring one card
  • Picture of the various 'Evil designer' cards
  • Timed role-playing phase using the first cards
  • Picture of the ideation phase
  • Picture of the collaboration phase

The (Evil) recipe



Approx. 10min

Participants draft as many functionalities degrading the user experience as they see fit, using the « UX Devil » cards (one functionality per card).

These functionalities must lead to the worst user experience imaginable.


Inspired brainstorming

Approx. 10min

Participants turn over an « Evil Guys » card for inspiration and continue the brainstorming. In turn, the « Evil Guys » cards are turned over and new functionalities degrading the user experience are then drafted on the « UX Devil » cards.

This phase is designed to encourage the group to imagine even more functionalities. The cards ensure that the participants have imagined numerous possibilities to degrade the experience.


UX Angel.

Approx. 10min

For each functionality degrading the user experience written on the « UX Devil » cards, participants need to imagine one (or more) opposite functionality(ies) to ensure a pleasant user experience.

These functionalities are written on the « UX Angel » cards associated to the « UX Devil » cards.



Approx. 10 min

One last phase of sharing enables each group to discuss the various functionalities that emerged. This is also the time to prioritize these functionalities.

Prioritisation can also be discussed using new methods such as assessment by vote or stickers, budget assessment or using the Kano model.

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