We have been told that smooth flows, faster pages, and shorter forms are the rules of UX. But the data says otherwise. Some of the most accepted truths are starting to crack, and the results may surprise you, writes MAD//Fest host and Future Platforms CEO, Livia Bernardini.

Smooth flows. Faster pages. Shorter forms. These are the rules of UX. The problem? Data increasingly shows they do not always work.

Best practices were once useful benchmarks. But some of the most widely accepted truths are now being overturned. Not by opinion, but by evidence.

Five myths under pressure

For years, certain UX rules have been treated as gospel. Faster is better. Shorter is easier. Personalisation is always good. Gamification always works. But the data now tells a different story. Some of the most established “truths” are showing cracks, and the results challenge how we think about design. Here are the big 5 to watch for in my view:

· Website speed: Beyond two seconds, extra speed shows diminishing returns. In luxury categories, slightly slower, cinematic journeys build trust and engagement

· Personalisation: When it is too obvious, it feels creepy. Subtle prompts perform better than uncanny recognition.

· Shorter forms: In B2B and high-consideration purchases, longer forms filter poor leads and build credibility. ExactBuyer used multi-step forms to raise conversions and improve lead quality.

· Gamification: Streaks and badges can feel empty if bolted on without meaning. Even Duolingo risks sliding into guilt and pressure. Motivation has to be in the product’s DNA.

· AI microcopy: Scaled text is fast and cheap, but often underperforms human writing. People notice care and nuance in the smallest words. Distinctiveness and authenticity is still your advantage. 

And this last point is personal for me. If there is someone grateful for AI and large language models, it is me. They gave me a voice and the confidence to publish, despite writing in a second language and being dyslexic. But you do not want to know the time I spend making adjustments so the text actually sounds like me and reflects my unique, authentic style. It is non-negotiable and essential, and it will be for your brand too.

The deeper lesson

Friction is not always failure. It can filter, reassure, or even delight. Sometimes a little more effort is what makes people commit.

Best practice will always matter. But sometimes the real power move is counterintuition. And one more thing. Do not think for a second that you are necessarily going to save time by using AI to proof your copy, as I am sure many of you have already discovered.

Livia, CEO of Future Platforms, will be writing for MAD//Insight throughout the year.