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DONNA LICHAW | DONNALICHAW.COM | @DLICHAW STORY FIRST CRAFTING PRODUCTS THAT ENGAGE

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MAKE THINGS GO BOOM

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LIFE IS A STORY YOU ARE THE HERO

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iPhone Smartphone Listen to Music
 Make Phone Calls Sucks to Carry Two Devices 2-in-1 iPod Phone Usability Cost Listen to music
 Make phone calls Want?

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2-in-1 iPhone Smartphone Want iPod Phone Listen to Music
 Make Phone Calls Listen to Music
 Make Phone Calls Sucks to Carry Two Devices 2-in-1 (Anticlimactic)

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http://mobile-review.com/articles/2010/iphone-history1-en.shtml Patents 20070152979 20070155369 20070155434 July 24, 2006

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iPhone Smartphone Listen to Music
 Make Phone Calls Sucks to Carry Two Devices Difficult to Use (Cliffhanger) 2-in-1

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Communicate Communicate The best way to communicate
 Works like magic
 3-in-1 Smartphones Suck iPhone Smartphone Want Don’t want Usability iPod Phone

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Minutes 1 2 3 4 5 6 ∞ Hours Days Weeks Months Years LONG-TERM engagement

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LONG-TERM engagement

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THERE IS NO SUCH THING AS AN ACTUAL EXPERIENCE

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UTILITY DESIRABILITY VALUE CHOICE USABILITY

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WHAT IS THE STORY?

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DONNALICHAW.COM | @DLICHAW THE USER’S JOURNEY