N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . www captionslive com au | captionslive outlook com | UX A a a D R a c T da , 17 Ma c 2022 Ca i ed b : T ac Ball 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 26 g i g ha e me hi g ha e le e e e , e adama ab ha he ill f back a a f m e ime. A COVID d if i he ea - ie mi a d e e me embla ce f a - a demic e i e ce. I a g i g a , a mal, b i ' be. Ve me f he hi g ha bec me m ch m e - e' e had ea habi a e me hi g . A d he he me f h e hi g a e g i g ick. I d ' hi k e a e g i g fi d h e hi g hich i hich f a mbe f ea b I j a h he e i ' la i g m mi d ha me f he hi g ha e a e ab l el ce ai ab igh a d e , e f gl i i a ed igh migh be ha a i 12, 18, 24 m h ime. I h e all had a g d b eak. Af e ha l el i he c fe e ce f m R bi . I ' m e g ea lea e i d ce Je Bla , Je j i f m, if I'm mi ake ce agai , j i i g f m Te a i he U i ed S a e . Tha k f j i i g a d elc me De ig Re ea ch 2022. JEN BLATZ: Tha k m ch. S g ea be he e. Tha k f e e b d h e a e di g. I a me ca hea me ka STEVE BATY: I ca ee a d hea j fi e. JEN BLATZ: I eed c ee ha i g i ilege , S e e. STEVE BATY: Le ' ge ha ga i ed f . The e g . J like magic. JEN BLATZ: The e e g . V ila. 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 27 STEVE BATY: O e . All igh . S a mi g ca ee m c ee . All igh . Agai , ha k m ch f j i i g me da . We ha e a l alk ab . S I'm g i g g ahead a d h igh i . Fi hi g I a d i ha e image i h . Whe l k a he image I a hi k ab ha d ee? A d h ab hi e? Wha d ee he ee ? L k a he image. A d h ab hi ? Wha d ee he l k a hi image? Well, I'm g e i g ha babl ma be a a c le f diffe e hi g i he e image . S ha ' g i g he e? Well, mi d ie make feel c mf able i he ld a d a ickl a ible. Sim l , mi d la ick . S me ime he b ai j m c cl i eall ickl , like i did he e, me ime i make ff . S he e ee a c le f hi g i e image, like he e, ma be ee a ide d ba h b a d ma be al ee a a imal-l ki g hi g i h f leg i he ai . Well, hi i k a he Pa eid lia effec a d f me big d I ill a da , I ill a hem ice make e k h ce i . Tha ' Pa eid lia. Tha ' a c g i i e bia he e ee a e , i a ima e bjec ma be e e blimi al me age i me hi g. A cla ic e am le i eei g a d g ha e i he cl d . Like I aid, Pa eid lia i a e am le f a c g i i e bia ha ' ha e a e he e alk ab da . Bef e I g dee , j ick i , m ame i Je Bla I'm a lead UX e ea che a a c m a called cke R gage. We had a e e ha e i g I had h f c me he e ed. Thi i a m e f . E gh ab me. Le ' ge back he ic. Fi le me a ha I d c me f m a ch l g backg d. A d I hi k hi i eall im a em ha i e beca e I d ' a hi i g i g be me ff highl academic alk. N a . I al a de a d ha e le ide f ch l g like UX de ig e , e ea che , d c e , de el e , 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 28 e gi ee a d , e ca all be efi f m k i g a li le bi ab c g i i e bia e . Wh ? Beca e e all ha e hem. A d ha I h e f d da i h me a ide if c g i i e bia e i elf a d i he . A d ha eall i he fi e . Bei g a a e f ha a c g i i e bia i ca hel f m le i g hem c ee i de ig e ea ch k. S da I'm g i g alk ab a fe hi g . Fi I'm g i g gi e a high le el defi i i f ha c g i i e bia mea , he I'm g i g alk ab ha l k f i elf a d i he ca ec g i e ha a c g i i e bia l k like. The I'm g i g alk ab h ca figh hem ff a d he fi all I'm g i g alk ab me a ha ca e c g i i e bia e ad a age. Ye , ca e e e hem f g d. Le ' a ff i h he ba ic . Wha i a c g i i e bia ? Well, acc di g Wiki edia e e b d ' fa i e ce - a c g i i e bia i a emic a e f de ia i f m m a i ali a d j dgme . Wha ? Like I aid bef e, i ' a a ha b ai la ick b j m i g c cl i ab he ld a d . I ' me al h c . We ca ' hel i . The b ai j d e i i h e e k i g. All igh . S e k ha i i . Wh h ld e ca e? We a e ch l gi , igh ? I'm a mi g m f i he UX ld a e ki g i ech l g me fa hi , ell, a a UX fe i al e babl ha e hea d ha i ' im a e de ig i h e . A d i d i g , e m be e ca ef l bia e like lead he i e . A d f h e h ma be familia i h ha h a e, lead he i e , I mea a ki g e i i a bia ed a ha migh ca e a e a e ba ed m e he a e a k he e i a he ha he ge i e a e ha he c ld gi e . S bei g a a e f h migh d ha , e e if i ' i e i al, i a ke a cce f l abili e , e e he ' e ki g i h he eam l e blem. If e ca ec g i e a c g i i e bia a d ha 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 29 i ca be a blem a d e a e a a e f he ig , he e ca figh he ge fall d ha da k h le. A d e ca hel he d he ame. S le ' ge a ed b l ki g a me e f c g i i e bia e a d h he migh c ee i fe i al ld. Well, e ma a ell a ff i h he m im a e i he m - a d ha ' . I ' f e al a hi k e a e imm e f m he blem a d fla f he , d ' e? S bli d bia ha e he e ee el e a le bia ha he . A d al , e a e di la i g bli d bia he e i he bia e i meb d el e a he ha eei g i i el e . The ke hi g k he e I hi k i ha e e e i affec ed b bli d bia . S e, e le a e m i a ed ie hem el e i a i i e a , ha ' a al, I ge i . B e a e eall a be e ha e e b d el e. S ha d e bli d bia l k like? Well, e ig i ha d ' acce feedback f m he . I' e ee hi a l f ime , me e' eg ge i he a f admi i g e migh k me hi g, a d hi i bli d bia . S ha ca e d e e i ? Well, g be a a e, be elf-a a e i ha e e e e. D ' hi k f elf a ab e he la . A d i he UX ld if a e c d c i g me a e e ea ch, ma be i ' a abili e , a i e ie , i ' hel f l i e d e i a d a k a d ha e me e el e e ie e la . Y h ld al a e a d il e i a d a k a he e ie i . A d he he d , make e ake hei ad ice im eme . Ma be he ill hel b i g me leadi g e i . B if fi d elf e i i g ha hel migh eed ake a he l k a elf, M Bli d Bia . Oka . Le ' alki g ab a he e am le f a c l i e bia k a he e e ime e ' bia . Fi le me cla if me hi g he I alki g ab a e e ime e . I'm alki g ab me fficial e ea che cie i like ee i hi ic e. I'm alki g ab 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 30 a e h i d i g me e ea ch i h e like gai de a di g. O i e ie i g he he eam. Like akeh lde ge i f ma i . S I ld c ide all a e e ime e . S ha ha e i h e e ime e bia i ha he e h i ha i g hei fi di g i h he , af e he c d c he e ea ch, he e d ha e he i f ma i ha ag ee i h hei e ec a i hei h he i . A d he i he d , he like he m e he hi g ha e ell i hei e ea ch hei c e a i a d he ma be f ge me i me f he di ag eeable ff. S le me ell a . I a a ici a i g i me e ea ch i a fi a cial c m a a d e e e i i g a d able , ki d f like ee he e, a d e le ha e diffe e le . We had a i e ie e , a facili a . A c le f e ake a d e ea ch a ici a a a ma h a b i g a ca . A d e i h a ki g he ell ab he e e ie ce. I'm e 100 e ce f he ce f b i g a ca i A alia, he e e li e, b m f he ime i he U i ed S a e ha e g a ca deale hi a d b a ca , i ' ki d f like a e, a d i ' e ale a d e h . S hi ma a elli g ab he ime he e he deale hi b a ca . S m f he e le i he US d ' fi d hi be a g ea e e ie ce deali g i h he e ale e le, beca e i feel like a l f e e. A d like I aid i ' h . A d hi a ici a a alki g ab ha ime he - k , he had ece l b gh a ca . A d i a le ha fab l . A d he a elli g ab ha a d e f he e ake he eam did ' like ha he a a i g. A d i ead f like ile l aki g e hich i ha he a ed be d i g, he ac all i e ed he a ici a , a d aid, " ha ? I' e e e hea d f a hi g like ha ha e i g i a deale hi bef e." Y a e e ha ' ha eall ha e ed? ." Oh ike eah. Thi i g ma le el . S h ca e a id hi e e ime e ' bia ? Well, I hi k e 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 31 a e ca a id hi beha i i e e le h a e b e i g he e ea ch, make e he ha e e al i e e i he c me f he e e ime . S if he a e em i all i l ed, he a e g i g eall ca e if he hea me ega i e feedback b if a e eam d e ha e me i l eme eed make e a he e h e leadi g he d , make e ha he e a e le a d ced e i lace f he e ea ch jec . Remi d he e ha e a e he e ga he da a a d i igh f m he a ici a a d ha e h gh . S le ' g e le el dee e ha he e e ime e ' bia a d alki g ab he b e e e ec a c effec . S hi k ab ha I j ld he e he e ake a like, a e e ha ' ha eall ha e ed? Thi k ab h ha e i affec ed he a ici a ' beha i . Hmm. I ca a e i did. S he b e e e ec a c effec ha e he he e ea che h e e i i he c e a i he bc ci l i e i all eac a e ' ac i . O ha he a . A d he hi ha e he e ea che ' ac i he i fl e ce he a ici a he he e i he c e a i . S ha d e hi l k like? Well, i ca be like a i e facial e e i . Like he a a ici a ake a a g gi e a g a e . O i migh be me i e like lh. Y d a d hi . Thi i g d beha i . S lea e, if a e e e like c d c i g i e ie alki g c me e e akeh lde , hi k - a e i g ge h e feedback, I a hi k ab h he b e e e ec a c effec , hi c g i i e bia , ca effec c e a i . S le me ell a he . I a m fi eek he j b a a c m a ha a b ch f a imal h i al . S I a a ked i i a f c g Z m li e ide call he e he d c ma age a g i g e eal a e de ig . S he d c ma age , e ill call him De i 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 32 beca e ha ' hi ame, he add e ed a c d f e 50. Tha ' 5-0. 50 e le he call. Which i cl ded e e i a ia a d ech icia . S De i aid ha k he i ce b - a de he e i he e c mm ica i c eam. I ' i g ea ? Wha d hi k? I e black f me af e ha be h e . I ' hi g ea ? Wha d hi k? Well, I h gh ha De i had j e ed i a h ge ile f b e e e ec a c effec . S eedle a hi e f e ea ch f a f c g a d ge i g he feedback i ha a , hi e ded e m ch af e I a ed he e. Beca e i a a e heal h a c d c e ea ch. S a UX de ig e hi ki g f he de ig e he eam he a he de ig cceed. I ge i . The e e i el i he e fec lace a d he hei hea a d l i he de ig me ime . A d he he de ig g e i f f c me f e i g a d ee hem ggle d ha eem like he ea ie hi g he la e . S if he de ig e meb d i b e i g, ha a e he ed d ? Well, he a f eak . B ca ' le hem f eak . Beca e e a e he e a id ai i g he i e . H ca d ha ? Well, like I aid bef e, ge me e el e e he de ig . Agai , if he e e i g he de ig a e ha i g he e c e a i a e em i all i e ed he a e le likel eac feedback. Tha ' ha he a hea . A d he maj i I a ake a a f m he b e e e ec a c effec i h ld kee b d la g age i e, ice e i check. A d I ld ec mme d e e ec di g elf he a e gi i g a i e ie ha i g a c e a i i g a e . A d ha a ca ee me f he bc ci cl e a d hel bec me m e a a e f hem. A d he hel kee hem i li e a d kee hem ame. Oka . S I alked a l ab h ca de ec c g i i e bia e i el e , le ' e a d ha a li le bi a d h e e cei e he 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 33 c m a ed el e . S he cial c m a i bia i he e de c fa e le h d c m e e i h e g h . Y ha e hea d he h a e " i e a ac ", igh ? Well, he e i ce ai l i me h ha . I f e ca imagi e me e h i a cha a d b i a m elf. M i e ed h ba d i he c m le e i e f me i ma a . A d h ma a e c a l e al a i g hem el e a d he i a a ie f a . We l k a he a e hem hi g like a ac i e e a d eal h, a d i ellige ce a d cce . We ca ' hel i . D k me hi g I d ? S bc ci l I d ' e e eali e I d i f he m a , i he I c me a m f a ge hi a e- a demic f c e - he I alked i a m I ld l k a a e ' face a d he I ld l k a hei lef ha d ee if he ha e a eddi g ba d . N , e le i he US ea eddi g ba d hei lef ha d - I k ha a i ac he ld. B i he US I'm l ki g ee if - ha hei face l k like, a d if he ha e a eddi g ba d . I'm d i g hi f me a d me . A d I ha e idea h . I ' like I'm he l. I ' alm i i c i e f me l k a he face a d he he ha d. Thi i m a f i i g e le . A d he i c me he ech l g ld e e fe i al i e each he . The d ' a l k bad. Pe le ha e a e g i g b m hei idea ff ha e bial ede al. A d hi i me ime h akeh lde ale e le, a d ' eed alk e . I al ead k ha he a . A d hi i h me leade , ma be e e d c e d ' a e de ig ea l ha ca e iall i e a e he d c . The j a , e ill ge he feedback af e i ' elea ed. S h ca e e cial c m a i bia ? Whe e hi e e le f eam, e eed hi k ab he di e i f he e le i ha eam. Di e i a d i cl i i a eall h ic he e da a d f g d ea . We h ld l k f e le f m diffe e ace 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 34 a d age , eligi , c l e , backg d , l ca i . T b i g i ha di e e e ec i e i d c . J hi k ab ha ' ha e i g i Silic Valle i Sa F a ci c i ha ech b bble he a e ki d f li i g i ha e i ie . S if e hi e e le f m di e e backg d , I belie e e ca d a l a d maki g be e d c . I ill i ch gea a li le bi a d alki g ab hi g ha d ag ee i h me al m del idea . A d I ha e a he fa c d f . Tha i he Semmel ei Effec . I ill a i agai beca e I k i ' fa c , Semmel ei Effec . Wha hi i , i he e de c ejec e e ide ce ha c d c he a adigm f he e abli hed idea. Thi e m igi a ed f m Ig Semmel ei h i a d c h di c e ed - ai f hi - he di c e ed ha m ali a d dea h a e fell 10 ime he d c a hed hei ha d be ee a ie a d m e a ic la l he he a hed hei ha d af e d i g a a a d he g i g a li e a ie . I ' ki d f h cki g, h h? S e, a hi g ha d be ee ick e e dead a ie eem like a -b ai e igh , b Semmel ei hi ha d a hi g gge i a ejec ed b hi ee . I g e e e idea ha c me f m me he e. S h d e hi c g i i e bia ela e he -medical ld? Well, a e ee i e i e am le , e le hi k he k be . A d me ime i ' ha d c i ce hem he a e g. All a adigm ca be bb a d diffic l b eak. F me, i hi mee i g, ma be he k ha hi i . A l g ime ag he migh ha e g e he e check email ge he i e e d me k. A d if d ' k ha hi i , hi i a ld A le c m e . A d he S e e J b came al g a d decided e eed be able acce hi ki d f i f ma i f m h e. B hi c ce had bee ied bef e a d failed. A d hi i a ic e f a Palm Pil hich i a ea l e al digi al em. S he i em ha bee c ea ed a bef e he iPh e b he e e 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 35 cce f l. Wh ? Well, e ha e le e e ead f i e . B le me a , me e le migh ha e bee ead f i . A d ha ' he e he Semmel ei effec c me i . Pe le, e a e c ea e f habi . We d ' like cha ge. I de f hi g bec me m de a d e e ha e challe ge he a . We ha e be acce i g f i a i i ie . Shake hi g . S I a hi k ab ha c ld Semmel ei ha d a hi g h me be he i c me b eaki g a ld a adigm a d c mi g i h a i a i idea? Oka . S i chi g gea he e a li le bi . Ha e e e had me e c me i h a blem l e a d de , hmm I de h ha c m e i i i ackli g ha ame blem? I mea i ' e a al de h c m a ie a e l i g he ame i e , igh ? Well, ma be al a . The i e ed he e i a c g i i e bia he e e le d ' a acce i f idea f m me e ide f hei g . O ide f he c m a . I ' he cla ic, h, e d ' eed k ha ha g i d i g, beca e i ' babl a g d a idea. Thi eall f a e me. S a a e ea che m fi eac i he hea i g ab a e blem l e i fig e ha al ead e i i he ld? Wh ei e he heel? Whe l k ha he c m e i i d i g, a babl k i c m e i i e be ch ma ki g c m e i i e a al i , e l k f he d c ee ha he a e d i g be e a d a e he e a g d fea e e ca eal f m hem? O ha d e ha he d c ck a ? S e d ' b h e fea e . S hi k f a ec d, ca ecall ime a akeh lde ld , h, e d ' eed g a d check he c m e i i ? I'm g e i g babl ha e hea d ha . Well ha e i ffe i g f m he -i e ed he e bia . Wh d e hi e e ha e ? Well, I hi k he e i a mbe f ea ha ca c ib e hi a d ba icall I hi k me f i i d e f m 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 36 i ec i . Whe I de ig a d c e ea ch de ig k e ea ch, I l e a ff i h c m a i g imila d c . Whe i make e e. Agai , a iall I ca ee ha he g d fea e a e, ma be eal h e, a d I e c age d he ame. I a a id he i e ed he e c g i i e bia . S ha d ' ei e he heel. S I hi k i i e c mm k ledge ha e le a e cial bei g . E e he i e i hi c fe e ce a d I k me f a e he e da . Y eek i e ac i f m he f m ime ime. S hi e c g i i e bia I'm g i g alk ab f c e he hi g e d a h ma fi i i h he g . A e familia i h he h a e bi e g e? A d I d ' mea he a e ea i g f d I'm alki g ab bi e g e he a me hi g i a g e i g b a e af aid ha e i i a d ' e af aid i migh be diffe e f m he g d ' a a hi g. S bi e g e. The c e bia ha e he d ' a eal i i ce meb d el e ha al ead aid hei i i he g . E e if e d ' ag ee, e d ' a a hi g beca e e d ' a ffe d he e d ' a l k bad i f f he g . A d I ge i , i make e e. Y migh a eak h h gh i f f he beca e d ' a a me hi g emba a i g a he g hi g. B like i , e a e cial bei g , a d e a fi i . A d me ime e d hi b kee i g m h h il e feel afe eak. S h d e d hi ? We im l ai f me e el e eak fi bef e e a a hi g. Ha e e e bee - I'm e ha e, a g h e call a mee i g, he e e eak af e he e e e ha a ked a e i i i ? I ' j ile ce. Well, e f he ea f hi - I mea , i c ld be beca e b d - d ' k he a e , b a he ea f hi i ha e le a e 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 37 af aid be he fi e eak. Agai , he d ' a eem f li h a he g hi g i f f he g . A d I ha e a g ea a c mba he c e bia i a b ai mi g e i . B ha I mea , ' e a g f e le ei he a d a h ical hi eb a d a digi al hi eb a d, he e a e g i g like c me i h a ma idea a ible. S he fi hi g a e g i g d i a b ai mi g e i i c ea e a c mf able e i me f c adic i . Y a e g i g la d me le . All idea a e elc me. We a e h i g a hi g d a he e i . Q a i e ali , h e ki d f hi g . Af e la d he g d le g h gh he ce . Y ha e e e b d i he g i e idea d i hei ickie i ile ce. The ha e e e b d hem i he c mm i b a d, h ical digi al, i ile ce. The ce e e b d ha hei ickie ge he ha ' he ca di c hi g a a g . S b gi i g he g he i ge e a e idea i ile ce, a e gi i g all e le a cha ce i e hei e h gh . The a e di ac ed b ha he e le a e a i g. A d he be efi f c mi g i h he e idea i ile ce i i eall le el he la i g field. Y gi e e le h ma be d ' feel c mf able eaki g i a g he i ge hei h gh . A d he ca d hi bef e all he cha e le a c mi g i a d maki g i e a d I m elf a g il beca e I ca be e f h e cha e le. I eall feel like hi i a im a fi e i ge e a i g idea . A d i ' al a g ea a a id he c e bia am g he g . Righ . S I'm i chi g agai a ca ee he e' a l f i chi g he e. Le ' alki g ab h e ce i ma ha e bee i fl e ced b hi g e ece l e me hi g e ha e ee a l g ime ag . The fi e I a alk ab i he Be a Mei h ff effec . Big d. Baade -Mei h f effec . Thi i k a he f e e c ill i . The 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 38 c g i i e bia ha ha e hich me hi g ha ece l c me i a e i feel like i i e e he e. Ma be e ee a fam e i he e a d e feel like e ee him all e he lace. O h ab he e h a like, gl bal a mi g m be e, beca e e e da he e i i g i h e ha la ea . I'm he hemi he e, i ' ge i g i i g e b be h e e a e e e eall i i g e . S h ca hi be e? Thi i a ge e ali a i . H d e hi ha e ? Well, emembe , b ai ha ickl make e e f hi g . I ca ' hel i . S babl ee h ee ci cle . A ed, g ee a d bl e le e. B he e ci cle a e ac all made f li le leaf hi g . A d mi d l e make a e f . I eek hi g , i ' c mf able i h a d la che h e. A d i d i g b ai ig e he hi g i ' familia i h. S he a a e a ame i g e, b ai la che ha a d a a e l e e d hi k e ee hea me hi g m e ha e ac all d . S he e i a e am le f m he eal ld. Y a e i e e ed i b i g a g ee ea e . He S Pa ick' Da i c mi g a d a ea me fe i e g ee a d ha e hi idea ab hi g ee ea e a d feel like e e b d ha a g ee ea e d he ? S i he UX ld he me e claim hi ha e all he ime, all f e d hi , I a ake ha claim i h a g ai f al . M mai i ab he Baade -Mei h ff effec eed ec g i e ha e d ma ac all be a f e e a he e hi k i i . I migh j be i hei mi d. S le me a k , ha e e e ee a e ide a eall ca ide a d he c eam he e i e ime? The a e c eami g hi hee e like he a e bei g m de e . The he ge ff he ide a d he a e all ha a d e ci ed. A d he a e ead ide i agai . Well, hi i k a he eak-e d le. S e le j dge a e e ie ce 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 39 la gel ba ed h he feel a he eak a he e d f a e e ie ce. S i hi ca e f he ide, he e i babl feeli g elief ha he ide i e , a d he a e ha ha he i ed i . A d he la ch a d e e hi ha i e a he ha he mi e f e ha he ha e j bee h gh. S le me ill a e hi eak-e d le i h a he . M h ba d a d I a e i a e a a he e he me a a able , a iPad. A d I a a chi g him de hi iPad f me e ea ch I a d i g f a d c . He ha a gl e f ee die he ha de ecial hi g like gl e f ee hamb ge b a d I a ched him ggle g i g h gh ha me he able . He' clicki g all e he lace. H i g a d ecki g. A d he' ighi g he' g i i g a d c m lai i g. I a ac all ki d f f a ch him ffe a li le bi b e e all he f d he gl e f ee b f hi hamb ge a d laced hi de had a d e. Whe he a d e he aid - ha a e ea . He had al ead f g e all he ai ha he had j bee h gh. F him, he eak f he e e ie ce a fi i hi g he a k a d bei g d e. A d ha a i i e f him. S he ef e he h le e e ie ce a i i e. S a e alki g ab he eak-e d le I a ake hi i l g e f m fa i e e ea ch e a d ha ' e h g a hic b e a i , me ime k a ide-b - ide field die . A d hi i he a e g e - g i he ild a d b e e a e , ee ha he d . Ma be i b hem, hile he a e ki g a hei de k de a d h he k. O he e h he e, I a i H ll d i L A gele , a d I a d i g me e ea ch f a jec ha a b e i g i ee h he lea ab a ac i i he a ea. The i he e i , ha ' e a chi g hem g h gh he ac i i a d a e icki g he cl e ha ld l ee i e . The a e likel e hi g e diffe e af e 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 40 he fac . The migh ell ab hei ggle , b if ' e he e ca ee hem fi ha d. A d hi i ha I l e ab e h g a hic e ea ch. Like he I ld ab m h ba d de i g he gl e f ee f d ca ' al a ake a e b ha he a b ca b ha he d . All igh . I k a l f da ' alk ha bee f c i g he ega i e a ec f c g i i e bia e beca e me ime he ca be e bad. A d beca e I eall a k he effec a d ha he l k like f he e fallacie . S ha ' all f i h gh. Y ca e he e ai f g d. A d, , e a e g i g e he e c g i i e bia e i a i i e a f da k a e . S emembe h I alked ab he Baade -Mei h ff he f e e c ill i effec ha ' me hi g he bia feel like a e eei g i e e he e. Tha ' ece a il a bad hi g. Y ca e ha c mf a d familia i g ide a e h gh a j e m e m hl . Y ca e ea eleme i a m i cha el e e ie ce. Whe I a , ha he a e i e ac i g i h d c m l i le ch i . S ma be he a i h ea ch f me hi g a h me he c m e . The g i he e a d ma be he ll he eb i e a f addi i al i f ma i . I a m i cha el e e ie ce, m l i le ch i . A me e c ea i g de ig i g, e ea chi g d c , e ca e familia cl e like c l , f a d c mm de ig a e make he e field c mf able he e he a e. Thi hel hem make like he feel like he a e i he igh lace i h he e e ie ce. I ha e a e i . Ha a b d he e - a d I ca ' ee ha d b j hi k, ha e e e a embled a iece f f i e f m IKEA? H did i make feel? F a ed? Acc m li hed? I k ha I feel like a cham i he I IKEA f i e ge he . I ac all l e d i . B I ha e admi , I' e had me f i e ha ' bee a li le le ha 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 41 e fec like hi . Thi i me b I' e had me i e e i g a embl . A d he IKEA effec , he e i a c g i i e bia f ha belie e i , i he e de c f e le lace high al e bjec ha he a iall a emble hem el e ega dle f he e l . Pe le ha e em i al i e me he he b ild me hi g f m hei bl d, ea a d ea . H d e hi a l d c de ig j f i e? Well, a e ca e e ie ce ha ame effec he he c m le e a a k. Like ma be a embli g a le ge i g me k d e i d c . The feel a ge em i al c ec i he he c m le e i cce f ll . S I a c ide hi feeli g he k a i e face a d c ha c ld e ha gi e he e , k , a a e f deligh af e me cce . S m h e i ha ma be f d a c le f hi g f ha I alked ab da . I mea , gi e me a b eak, I ied a li le h m i al g he a . A d I' e d e ha beca e I k ha h m hi g a e m e ea il emembe ed me ime ha -h m e . A d hi i k a he h m effec . S e ha e all ee me hi g he i e e . I eall like hi age. Y ge fi e he de el e ha made hi e age c me . A d hi i a g d e am le f i g a c g i i e bia called he h m effec . S he c m a h me hi g f , i all e c ec i h c m a d c i a m e e al a d em i al a . H m feel m e c e a i al, ela able, a d i gi e i e d c a bi f a h ma c ec i . S h ca e i jec h m i d c ? Well, e ca d i i a mbe f a , d , ill a i a d a ima i . B I d ha e a ca ea ab h m . Y eed make e i ' a ia e f a die ce a d i e e e c m a i he me age a e d. We d a be i a ia e. We a e i g he e c g i i e bia e f g d, emembe . 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 42 All igh . S le ' m e a he c g i i e bia c ld e be efi d c de ig . J g i g i hi he e f a ec d. Beca e i ' c a . A d if a e e h hi i , hi i A ld Sch a e egge a d i ' a l . I ' e e a. I a ld he e e e e eem be i g e- he e e . Pe le ha e ge m e c ea i e a d e eme me ime ca e limi ed a e i . Wha ha ca mea i bi a e ma e ial like h m ma e ial ca be m e ea il emembe ed ha c mm ma e ial. Th he bi a e e effec c me i . Thi i ki d f a f he ea h h ma a d a imal ha e e i he al i i . We ice hi g he m e. I ma ca e e ice hi g ha a e diffe e . All igh . S hi eem like a e ea c g i i e bia , igh , j make e e hi g h cki g? I ld a . The h le i he e i ha a eb i e ha e e ' e de ig i g ha ' e c d c i g e ea ch a d i a ea f ame e . I ge i . B al a be e ha a e b i a d a i g. S ca e de ig eleme like c l a d c a a d i al de ig make hi g a d . Thi i a f he ea h ee b a a diffe e c l i a diffe e ea me he age. Y ca al e a ima i d a a e i me hi g. A d like I me i ed bef e c ld e h m . A d like I aid, he im a hi g i , bala ce be ee bei g lea a l i ed a d b i . I ill a i h he a ca e c g i i e bia e f g d i h a e im a e ha e f e ake f g a ed, a d if d hi g el e i he i e e a ki g i h a eam f de ig e i l ed i maki g a d c me a , lea e d hi e hi g. Make g d defa l . Like hi ice id m he e. Whe a e c me eb i e d c f he fi ime h ld ha e hi g e f hem icel . The defa l effec 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 43 ha e he e a e gi e a e f i . We a me he i a e he be e . We e ec hi g be al ead ch e f e d ' ha e e hi g . Sa f e am le he i all a a h e, migh a me h ifica i a e ed ff. A d if fi d e ickl he a ge i g a h le b ch f h ifica i ha d ' a . I ha e bee he e. S he e h e eb i e d c a me he e e he e lea e h c ea ed he heme ha e ed he be de ig deci i f . A d h e a e a ma icall e i a a ge g i g. S f e am le, he gi e a i be ee e e al - ch ice be ee e e al i , e a e le e d fa he defa l e. H ma a e la . A d j ell he be elec i . Like S e e K ge aid, "d ' make m hi k" h ca hi be a la ed i de ig m e g d defa l ? Well, a f he ea ha - a f he a ca d hi i kee he ma ke i g a d he ale de a me f he de ig i g a fea e b i e . N ffe ce e le h a e ma ke i g he call. S me ime he e d l g i hi g a a i h a diffe e age da ha ha he e a . S e ha e make e ha e le he eam membe h i a b ch f fea e ha e d ' a eed. S me ime he j c ib e fea e bl a . Reall h gh, ha ca d de ig g d defa l i c d c e e ea ch a d de a d h e mall e he d c a d alig he defa l ha . I de ig ca ackage he defa l like i g hi g like c l , f em ha i e he be i . A d he ackage hi g i hi a gi e he e c fide ce ha ' e e e i g igh ch ice hem. Tha i f c e if a e e e i g he igh i hem, beca e emembe he e a e i g he e c g i i e bia e f g d, igh ? Well c cl de I a e i i a 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 44 fe f he maj i e alked ab da . We alked ab h bia e effec e e e, like he bli d bia . We alked ab he eed be ca ef l he e a e ac i g a a e h e alki g he , ge feedback lead he i e . We alked ab he eed a id hi g like he Semmel ei effec a d be e diffe e a d ide idea . We al di c ed h ma eed fi i i h he g like he c g i i e bia , he c e bia . A d e alked ab h mem ca be ke ed he e hi k e ha e ee me hi g ece l like he Baade -Mei h f effec . A d he e d ha e hi k e ee i all he ime. A d he fi all e alked ab me a e ca ha f ide d a d e c g i i e bia e f g d i de ig . N , he c g i i e bia e I alked ab da a e j he begi i g f ha ' he e. The e' a h le b ch. B I hi k I hi he maj e ha ca ake a a i h da . A d ake back UX k. The mai i i , be a a e ha he e i , l k f ig i elf, a d m e f l k f ig f hem i he e le. A d h ef ll kee hem f f e de ig a d di c i . Beca e I a g he e a d b ild be e d c i h bia . Tha k agai f ime. D e a b d ha e a e i ? I k e a e babl e igh ime. S le me k . STEVE BATY: Tha k e m ch Je . Tha a de f l. Tha k . We ha e had a c le f e i c me h gh, le me a k - I ill a i h he f e. Se h gh. Wha ' fa i e bia ? JEN BLATZ: M fa i e bia - k , he e I ee e le d m h ba d i g il , i he Baade -Mei h f effec . He ill fall f me hi g he feel like i a e d. A d I'm like, Hmm he he e, 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 45 Baade -Mei h f ha hi e ha d. He' hea d me gi e hi alk - he' d ai igh . S he i like - ha ' eall im a beca e I hi k ha e e he meb d i i i g i - le ' a he a e b e i g aki g e f e ea ch, b he l ee a c le f a ici a a d he j m c cl i ha e e b d el e ha aid ha . I' e ee hi ha e i m eam. Whe , i fac , , a e he l - l hea d e le ha ac all aid ha . Kee a a e a e he mall egme a d d ' j m c cl i ab e e a ici a ba ed he mall am f i f ma i ha e ac all hea d. STEVE BATY: I ha e ee a e ec i e i he middle f a i e ie , he e e b e i g behi d he c ee he e e ' i e i g b i he middle f a i e ie di a ea beca e he hea d me hi g he fel , ha ' g i g be im a a d I eed g a d ac i immedia el . I a he fi f ha a la ed be 24 e a a e e ea ch i e ie . B he e e ead a maki g cha ge . A h a ked a e i , I'm e h a e g i g ake hi e, h migh e e c g i i e bia e hel clie bec me m e ece i e l i g a bigge blem ha e e e igi all hi ed f ? JEN BLATZ: A bigge blem. Clie I a me e a e alki g ab like a c l a c le, igh . STEVE BATY: I hi k , e . JEN BLATZ: Oka . Well ec g i e hem a d kee ha c mm ica i e i h hem a d de a di g - i i he i h akeh lde . U de a di g hei age da, ha he a e i g acc m li h, ha ' 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 46 im a hem a d fli ha c e a i ' e add e i g h e eed a d maki g e ha a e alki g ab ha ' eall im a hem. S bei g a a e f me f he e c g i i e bia e ca babl di ec c e a i a d k ka , hi i he e hei mi d e i , hi i ha he a e hi ki g a d ha ' a a ki d f - I ' a c me back beca e ha d e ega i e b i e ac i h hem fli he able a li le bi . STEVE BATY: Tha k . O e la e f m Kai h a k , h d ed ca e d c e a d akeh lde f hei bia e i h ffe di g hem? JEN BLATZ: Yeah. Like ha ci c m a ce f ha e h a aki g e . A d i e ed he a ici a . Tha a eal. A d I - a d m F e ch b I l m hi . I a like, h, I mea he e a a d c e i i g ac he m f m me a d he a m face, like h, did ' j a ha . I mea , ha e me c e a i . Ma be ha e i i a g e i g a d di c c g i i e bia e a d kee i e al a d be like he , did hi b , like, ma be ha e a ca al c e a i ab c g i i e - ma be - , e a e g i g alk ab c g i i e bia e b b i g a ce a i he e i i l e ha . A d ma be I mea , me f i i al h im le he e a e he , h e a e he like, h, bli d bia , ha effec me. Tha - a f ha al ha d i h ha e ali . STEVE BATY: Ye . I hi k c ld i he e a d d like a b iefi g a d I k I' e f ied me f he e hi g he e ka e a e ab c d c e ea ch, e a e g i g g i hi ac i i , be a a e. Like e all ha e bia e . I ca im ac he a e hi k ab me hi g . He e 

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 47 a e me c mm e . A d f c e beca e e ha e bli d e e e i he m i i i g he e g i g, eah, all g bli d . Y all g bia e . Y k . I'm g d. Y all eed kee a e e hi g . Tha k m ch. JEN BLATZ: Tha k . STEVE BATY: I ' bee a lea e ce m e. Ge i g hea e e . Ha e a g d e e i Te a . I h e he ea he i ea i g ell. We l k f a d eei g agai me ime i he f e. JEN BLATZ: Ab l el ha k S e e. I ' bee g ea . Ha e a g d m i g e e b d . STEVE BATY: Tha k . JEN BLATZ: B e. STEVE BATY: Nice. All igh . O e alk da i f m Ja Wech le , Ja j i f m he h c a , i ha he be a i Ja f Ne S h Wale . Ja ill alk ab e cie ce a d h i ca a d d e i fl e ce k. O e . JAX WECHSLER: Tha k . G ea . I j ha e m c ee bea i h me f a ec. Tha k f ha . J bef e I begi , I ld like ack ledge he Y i e le he adi i al c dia f he la d he e I am l ca ed da . I ld like ack ledge ha elde a , e e a d eme gi g leade -- ld al like ack ledge he elde f