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What To Do When You Don't Know What You're Doing

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What to do when you don’t know what to do Lou Rosenfeld / UX New Zealand /  29 October 2015


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Your Career


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Your Career


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Your Career Sites & Apps


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Your Career ? Sites & Apps


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Your Career Sites & Apps


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Your Career Sites & Apps Physical Products


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Your Career Physical Products Services Sites & Apps


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Your Career Physical Products Services Sites & Apps Teams


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Your Career Physical Products Organizations Services Sites & Apps Teams


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Your Career Physical Products Organizations Services Teams Communities Sites & Apps


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Your Career Physical Products Organizations Services Teams Communities Business Models Sites & Apps


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Your Career Physical Products Organizations Services Teams Communities Business Models Sites & Apps Events


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Your Career Physical Products Content Organizations Services Teams Communities Business Models Sites & Apps Events


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Your Career Physical Products Content Organizations Services Teams Communities Business Models Sites & Apps Events Content?


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“Most publishers are frustrated authors” —Tim O’Reilly, 2005


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How to improve a product that you’ve not created yet?


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Show and Tell Sessions


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Show and Tell Sessions


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Show and Tell Sessions 4 sessions; 5-15 people/session Questions: • “Why did you bring these books?” • “What are their good attributes? 
 And bad ones?” • “Where and when do you use them?” Combine competitive and generative research


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So where do we read?


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So where do we read?


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Small and portable is good Small is good 6”/152mm x 9”/229mm x 150-250pp


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mation sable sort, asy-tons-and- emerge d smart C A R D S O R T I N G by DONN A SPENCER g how Practical is good Design mation Whether size to C ARD SORTING Designing Usable Categories by DONN A SPENCER foreword by Jesse James Garrett


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Books are judged by their covers


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What's everyone's favorite UX book?


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Take-away:
 Opinions are freely available
 from anyone on everything
 —and may even be useful


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Take-away:
 Opinions are freely available
 from anyone on everything
 —and may even be useful


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How to test a new product that’s really expensive to produce?


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Prototyping


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Prototyping


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Prototyping Used LuLu for paper prototype (PDF testing was a bit easier)


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Usability Testing


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Usability Testing Task analysis + interviews to evaluate • Support for orientation and fundability • Author and publisher credibility • Readability


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Usability Testing Task analysis + interviews to evaluate • Support for orientation and fundability • Author and publisher credibility • Readability More on prototyping/testing books: http://rfld.me/1ONeA9e


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The front of the book FREQUENTLY ASKED QUESTIONS What do you mean by “content everywhere”? The way I talk about it, “content everywhere” doesn’t mean splattering your message in every corner of the Web. It’s about investing in content that’s flexible enough to go wherever you need it: multiple websites, apps, channels, and other experiences. Why? Because devices of all shapes, sizes, and capabilities are flooding the market, and users expect to get your content on all of them, which you can read about in Chapter 1. Right now, most organizations can barely keep up with their large, unwieldy desktop websites, much less multiple different sets of content for all these different experiences. Content everywhere is all about learning how to prepare one set of content to go wherever it’s needed—now and in the future. What do you mean by structured content, and why is it so important? Today, most digital content is unstructured: just words poured onto a page. To signify where one part ends and another begins, writers use formatting, like upping a font size to be a headline or putting an author’s name in italics. This works fine if your content is only going to be used on a single page and viewed on a desktop monitor, but that’s about it. Structured content, on the other hand, is created in smaller modules, which can be stored and used in lots more ways. For example, you could display a headline and a copy teaser in one place, and have a user click to read the rest—something you can’t do if the story is all one blob. You can give the same content different presentation rules when it’s displayed on mobile, such as resizing headlines or changing which content is prioritized or emphasized—automatically. In this way, adding structure actually makes content more flexible, because it allows you to do more with it. You can learn about this in Chapter 5. But don’t I need different, simpler content for mobile? FAQ before the TOC provides context, navigation and orientation


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The front of the book FREQUENTLY ASKED QUESTIONS What do you mean by “content everywhere”? The way I talk about it, “content everywhere” doesn’t mean splattering your message in every corner of the Web. It’s about investing in content that’s flexible enough to go wherever you need it: multiple websites, apps, channels, and other experiences. Why? Because devices of all shapes, sizes, and capabilities are flooding the market, and users expect to get your content on all of them, which you can read about in Chapter 1. FAQ before the TOC provides context, navigation and orientation Right now, most organizations can barely keep up with their large, unwieldy desktop websites, much less multiple different sets of content for all these different experiences. Content everywhere is all about learning how to prepare one set of content to go wherever it’s needed—now and in the future. What do you mean by structured content, and why is it so important? Today, most digital content is unstructured: just words poured onto a page. To signify where one part ends and another begins, writers use formatting, like upping a font size to be a headline or putting an author’s name in italics. This works fine if your content is only going to be used on a single page and viewed on a desktop monitor, but that’s about it. Structured content, on the other hand, is created in smaller modules, which can be stored and used in lots more ways. For example, you could display a headline and a copy teaser in one place, and have a user click to read the rest—something you can’t do if the story is all one blob. You can give the same content different presentation rules when it’s displayed on mobile, such as resizing headlines or changing which content is prioritized or emphasized—automatically. In this way, adding structure actually makes content more flexible, because it allows you to do more with it. You can learn about this in Chapter 5. But don’t I need different, simpler content for mobile? Navigation


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The back cover Care about content? Better copy isn’t enough. As devices and channels multiply—and as users expect to relate, share, and shift information quickly—we need content that can go more places, more easily. Content Everywhere will help you stop creating fixed, single-purpose content and start making it more future-ready, flexible, reusable, manageable, and meaningful wherever it needs to go. “The Web has moved beyond the desktop, and our content must follow. Through a broad perspective, clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the challenges we face.” ETHAN MARCOTTE Author, Responsive Web Design “If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.” ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents “Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.” JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works “An essential pretext to achieving responsive Web design. Required reading.” DAN KLYN co-founder, The Understanding Group Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm www.rosenfeldmedia.com MORE ON CONTENT EVERYWHERE www.rosenfeldmedia.com/books/content-everywhere/


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The back cover Care about content? Better copy isn’t enough. As devices and channels multiply—and as users expect to relate, share, and shift information quickly—we need content that can go more places, more easily. Content Everywhere will help you stop creating fixed, single-purpose content Meh and start making it more future-ready, flexible, reusable, manageable, and meaningful wherever it needs to go. “The Web has moved beyond the desktop, and our content must follow. Through a broad perspective, clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the challenges we face.” ETHAN MARCOTTE Author, Responsive Web Design “If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.” ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents “Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.” JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works “An essential pretext to achieving responsive Web design. Required reading.” DAN KLYN co-founder, The Understanding Group Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm www.rosenfeldmedia.com MORE ON CONTENT EVERYWHERE www.rosenfeldmedia.com/books/content-everywhere/


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The back cover Care about content? Better copy isn’t enough. As devices and channels multiply—and as users expect to relate, share, and shift information quickly—we need content that can go more places, more easily. Content Everywhere will help you stop creating fixed, single-purpose content Meh and start making it more future-ready, flexible, reusable, manageable, and meaningful wherever it needs to go. “The Web has moved beyond the desktop, and our content must follow. Through a broad perspective, clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the challenges we face.” ETHAN MARCOTTE Author, Responsive Web Design “If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.” Meh ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents “Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.” JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works “An essential pretext to achieving responsive Web design. Required reading.” DAN KLYN co-founder, The Understanding Group Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm www.rosenfeldmedia.com MORE ON CONTENT EVERYWHERE www.rosenfeldmedia.com/books/content-everywhere/


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The back cover Care about content? Better copy isn’t enough. As devices and channels multiply—and as users expect to relate, share, and shift information quickly—we need content that can go more places, more easily. Content Everywhere will help you stop creating fixed, single-purpose content Meh and start making it more future-ready, flexible, reusable, manageable, and meaningful wherever it needs to go. “The Web has moved beyond the desktop, and our content must follow. Through a broad perspective, clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the challenges we face.” ETHAN MARCOTTE Author, Responsive Web Design “If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.” Meh ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents “Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.” JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works “An essential pretext to achieving responsive Web design. Required reading.” DAN KLYN co-founder, The Understanding Group Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm www.rosenfeldmedia.com MORE ON CONTENT EVERYWHERE www.rosenfeldmedia.com/books/content-everywhere/


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The back cover Care about content? Better copy isn’t enough. As devices and channels multiply—and as users expect to relate, share, and shift information quickly—we need content that can go more places, more easily. Content Everywhere will help you stop creating fixed, single-purpose content Meh and start making it more future-ready, flexible, reusable, manageable, and meaningful wherever it needs to go. “The Web has moved beyond the desktop, and our content must follow. Through a broad perspective, clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the challenges we face.” ETHAN MARCOTTE Author, Responsive Web Design “If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.” Meh ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents “Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.” JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works “An essential pretext to achieving responsive Web design. Required reading.” DAN KLYN co-founder, The Understanding Group Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm www.rosenfeldmedia.com MORE ON CONTENT EVERYWHERE www.rosenfeldmedia.com/books/content-everywhere/


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The back cover Care about content? Better copy isn’t enough. As devices and channels multiply—and as users expect to relate, share, and shift information quickly—we need content that can go more places, more easily. Content Everywhere will help you stop creating fixed, single-purpose content Meh and start making it more future-ready, flexible, reusable, manageable, and meaningful wherever it needs to go. “The Web has moved beyond the desktop, and our content must follow. Through a broad perspective, clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the challenges we face.” ETHAN MARCOTTE Author, Responsive Web Design “If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.” Meh ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents “Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.” JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works “An essential pretext to achieving responsive Web design. Required reading.” DAN KLYN co-founder, The Understanding Group Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm www.rosenfeldmedia.com MORE ON CONTENT EVERYWHERE www.rosenfeldmedia.com/books/content-everywhere/


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The back cover Care about content? Better copy isn’t enough. As devices and channels multiply—and as users expect to relate, share, and shift information quickly—we need content that can go more places, more easily. Content Everywhere will help you stop creating fixed, single-purpose content Meh and start making it more future-ready, flexible, reusable, manageable, and meaningful wherever it needs to go. “The Web has moved beyond the desktop, and our content must follow. Through a broad perspective, clear language, and an army of practical suggestions, Sara Wachter-Boettcher guides us through the challenges we face.” ETHAN MARCOTTE Author, Responsive Web Design “If you’re looking for a lucid guide to the new challenges content publishers face, you won’t find a better one than this.” Meh ERIN KISSANE Author, The Elements of Content Strategy, and editor, Contents “Website, app, social media—and more. Large screen, tablet, smartphone—and more. Are you writing and rewriting for all these different channels and devices? Stop. Get this book.” JANICE (GINNY) REDISH Author, Letting Go of the Words–Writing Web Content that Works “An essential pretext to achieving responsive Web design. Required reading.” DAN KLYN co-founder, The Understanding Group Cover Illustration by Leanne Shapton | Interior Illustrations by Eva-Lotta Lamm MEH! www.rosenfeldmedia.com MORE ON CONTENT EVERYWHERE www.rosenfeldmedia.com/books/content-everywhere/


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2008


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2008 2015


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2008 interior design bends, doesn’t break 2015


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Take-away:
 What can’t you prototype and test?


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Take-away:
 What can’t you prototype and test?


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How to improve a product’s design over time?


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Mobile User Research What does it look like?


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Mobile User Research What does it look like?


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More on the UX Bookmobile
 http://rfld.me/1oLrrgB


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Take-away:
 Identify and close the gaps between your customers, products, and you


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Take-away:
 Identify and close the gaps between your customers, products, and you


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Let’s talk about UX conferences


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“We’ve reached peak UX conference.” —me, 2013


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“We’ve reached peak UX conference.” —me, 2013 “I’m thrilled to announce Enterprise UX 2015!” —me, 2014


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How to design a product around a conversation?


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1) Take an existing conversation user experience in the enterprise


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1) Take an existing conversation 2) Channel and capture it user experience in the enterprise Facebook Private List Twitter


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1) Take an existing conversation 2) Channel and capture it 3) Analyze for patterns user experience in the enterprise Facebook Private List Twitter


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1) Take an existing conversation 2) Channel and capture it 3) Analyze for patterns 4) Sequence patterns user experience in the enterprise Facebook Private List Twitter


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1) Take an existing conversation 2) Channel and capture it 3) Analyze for patterns 4) Sequence patterns user experience in the enterprise Facebook Private List Twitter


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user experience in the enterprise 1) Take an existing conversation 2) Channel and capture it Facebook 1 2 Private List Twitter 3 4 3) Analyze for patterns 4) Sequence patterns Tactical Strategic


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Take-away: Information architecture is useful


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Take-away: Information architecture is useful


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How to design to broaden a conversation?


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+ Three speakers and one leader
 per theme Leader facilitates conversation 
 with theme’s speakers 
 months in advance of event =


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+ = Three speakers and one leader
 per theme Leader facilitates conversation 
 with theme’s speakers 
 months in advance of event 4x


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Day 1 Day 2


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Day 1 opening keynote Day 2 theme 3 theme 1 theme 4 theme 2 closing keynote


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Day 1 opening keynote Day 2 theme 3 √ theme 1 theme 4 √ theme 2 √ closing keynote √


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Day 1 opening keynote Day 2 theme 3 √ theme 1 theme 4 √ theme 2 √ closing keynote √ storytelling session “Enterprise UX Storytelling” session • • • Eight 5-minute sessions Tightly curated by Dan Willis Participation by application only


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Day 1 opening keynote Day 2 theme 3 √ theme 1 theme 4 √ theme 2 √ closing keynote √ storytelling session √ “Enterprise UX Storytelling” session • • • Eight 5-minute sessions Tightly curated by Dan Willis Participation by application only


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Take-away: Designing for engagement means letting go of control


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Take-away: Designing for engagement means letting go of control


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How to design to sustain a conversation?


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Story arc from Lichaw’s Storymapping (Rosenfeld Media, 2016)


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The Day 1 Conundrum


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The Day 1 Conundrum Party! energy


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The Day 1 Conundrum Party! …SO TIRED… energy


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The Day 1 Conundrum Party! energy


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The Day 1 Conundrum Party! energy


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Take-away: Time is a design material (and so is delight)


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Take-away: Time is a design material (and so is delight)


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How to design a product around a conversation 
 that may not exist?


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Broadest possible framing


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Broadest possible framing 2 personas


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Broadest possible framing + Strong lineup 2 personas


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Broadest possible framing + Strong lineup 2 personas Survey to learn: What do you want to learn about this topic 
 from these people?


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Take-away:
 User research equals promotion


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One last take-away:
 Non-traditional contexts teach us about UX


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One last take-away:
 Non-traditional contexts teach us about UX


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What do you do when you don’t know what to do?


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What do you do when you don’t know what to do? Do UX.


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