Slide 1
Slide 1 text
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 .
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UX A a a
UX A a a 2021
Da 3
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Slide 2
Slide 2 text
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 57
JEN BLATZ: Hell .
STEVE BATY: The e a e elc me. Tha k f j i i g .
JEN BLATZ: I'm i g ha e m c ee he e. A d I'm eei g - le
me ee. I'm eei g he i d .
STEVE BATY: E celle .
JEN BLATZ: All igh . Tha k . E celle . Tha k e m ch. S
hell e e e. M ame i Je Bla I ha e a l c e I am g i g
g ahead a d j m igh i .
Fi I a a i h a . A UX de ig e amed B ce j
de ig ed he m kick b e e ie ce a m bile a . Tha c ec
d g aile . The de ig e i d f hi de ig , he e he
e hi Mac B k P a d jec i he big c ee . S
B ce click h gh c ee b c ee , j de c ibi g ha ' he
c ee a he a die ce ee hem. B ce i he e he b
a e. Wha he c a , ha he c ee l k like. S ha i B ce'
fa al mi ake? Well he' aki g hi a die ce ha eal e a e ,
D a S e ce alked ab a li le bi ea lie . B ce ha e e ed
hi de ig i h a c m elli g ha ld d a he a die ce h gh
he e e ie ce, f m he e ' i f ie .
Thi i g d. We a e ld ime a d ime agai he al e f
elli g he he i c me e e i g k. We a e ld he e a e
e e i g de ig d c ee b c ee , b alki g
a die ce h gh a e e ie ce. A d he a e e e i g UX
e ea ch, ell a die ce ie . Tell hem ab h he e
ggle . Tell hem - ha e me c m elli g e add me
Slide 3
Slide 3 text
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 58
e ime . Le e ea ch ell a . B bef e I ge fa le me
ickl i d ce m elf, I'm Je Bla , a d i ca e c ld ' ell b
m acce , I am i he US U i ed S a e a d I a ed ickl h m
c ac i f ma i e ca c ec . B I d ha e e m e hi g. I
h e like d g beca e ' e g i g ee a h le l f d gg
h gh m e e a i igh .
Le ' ge back he alk. S I a alk ab ha I a ge
f m hi alk da . Ba icall , I a k ab he e
a e alk f ame k ca feel c fide ha ca
ga i e h gh ickl . S ha ca gi e a el e a e .
The e f ame k ca hel a id ambli g a d , beca e he
gi e c e, f m la e a ic ha eed alk ab . I'm
g i g be h i g a l f abb e ia i a . A d I d ' feel bad if
d ' emembe hem all, e a e l h ma . D he be ha
ca , a d I ill ha e a mma lide he e a he e d ha ld be a
g d lace ake a c ee h if a emembe ha he all
a d f .
Pe le l e ie . The emembe de ail ab a c m elli g
ha a ll a he hea i g . O he li e hi g ha
m i a e hem like ake ac i a i j ice. Pe le emembe
ie he i emi d hem h eci life i . S ie ack a e
e f l ch. B e a e he e alk ab a e alk
f ame k . S me ime called a e ie f ame k . A d
he e a e a li le bi diffe e ha adi i al fai ale. Tha f ll
he a k f a c e. The ie e ill alk ab da ma
ha e a i i g ac i a clima a e l i . The e ie ma
e e ha e a lead cha ac e a ce a i .
Heck, migh g a fa a a , he e a e ' eall ie a all.
S a e alk f ame k a e le ab de c ibi g all ail ale a d
Slide 4
Slide 4 text
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 59
m e ab ickl ga i i g h gh i g a f ame k. Wh
d e ' l e a g d f ame k? Wh d e ' l e a h c hel
hem ge ga i ed ickl he ca j m a d ge g i g igh
a a ? A d h d e ' l e a a ed ce a ie he alki g
he e le? I k I l e all f h e hi g . Thi i ha a e
alk f ame k d e . The hel ga i e h gh e e
UX de ig e ea ch fi di g akeh lde
eam.
A a e ake f ame k hel a e e i he
ke he. A d fi all , he ca be a fab l c ch he eed
eak a ic, ha ha e ' had a cha ce e a e f i
ad a ce. S le ' ge ead f me fee hi ki g, a d
ga i i g.
S ha he heck a e he e a e alk f ame k a d ha
a e he all ab ? U i g a a e alk f ame k like I aid
a e eaki g c e i im l a a e lai me hi g
ickl . A d d b i g he e im le c e f ame a .
I ' a a g ab a ic, ga i e h gh , a d i a c he i e
a e i a a . The a e ki d f like im m ac i g. U i g he e
f ame k hel ge hi g ga i ed ad lib ca e e
elf f m f eaki g a d f ee i g he .
I h e ma f he e a e familia i h he c ce f ch ki g. A d
ha ' a a ga i e hi g i mall iece hel c m ehe d
bigge iece f i f ma i . A cla ic e am le f hi i he ele h e
mbe . I ' f e b ke d i malle egme f mbe a he
ha j bl i g hem all a ce. Like ee he e he c ee .
Thi i he mbe I ld call f m he U i ed S a e ge he mi
i S d e . Which i he e e e e ed ha e hi e e i
e . B .
Slide 5
Slide 5 text
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 60
B eaki g he h e mbe like hi make i ea ie
emembe . A d ha ' ha a e alk f ame k d . The
hel b eak i malle iece ha i ' ea ie
ga i e a d emembe .
S I fi hea d ab hi bjec he I a a chi g a ide
Y T be a i g Ma Ab aham . A d Ma i a lec e a S a f d
G ad a e Sch l i he US a d he' a g ea eake h eache he
h bec me a m e e gagi g eake hem el e . If a
a ch hi Y T be I highl ec mme d i a d hi i a lec e h
he e he alked ab a e alk f ame k a d af e I a hi
ide I g eall i i ed.
N I d ' k ab , b he e a e ime he I'm
he I'm a ked a ick e i , I ki d f f ee e like a dee i
headligh . A d if a e familia i h ha h a e, ha I mea i , I
, I ha e a bi f a i e al a ic, a d I c me i h a
el e a e b i ead I i a b ch f ga bage ha d e '
make e e. Thi ha ha e ed me a ime i a j b i e ie .
Ma be ca ela e. B ha I k ab a e alk
f ame k , I ca e hi h gh ga i a i ech i e a e
a hi g. A d e e m UX k.
S he e i ha he ce l k like. Y ' e e e ed i h a
ic e i . Y ake a ec d hi k ab he f ame k, he
I'm g i g ha e i h da , e f hem, ick a f ame k ha
migh e c e a e . The , ha e a ga i ed
e e, a ambli g cha ic h me f j mbled d ha migh
make a e e. N e k a li le bi ab he e he came
f m, le ' j m igh i a d alk ab he diffe e a e alk
f ame k a d h migh a l hem e e i g UX k.
The fi l alk ab i ha ? S ha ? N ha . A d hi
Slide 6
Slide 6 text
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 61
f ame k a ac all de el ed i he 1970 . I i im l i a e i g
he e h ee e i . Fi , ha ? Wha ' ha e ed ha i g i g
ha e ? The , ha ? Tell hem ha - i i im a le
f a d, ha , ha , ha . N , I hi k hi f ame k i eall
g ea f ha i g UX k beca e i e i e gi e a bi f c e
di g de ig .
Le ' a a e e e i g me i e f ame f a da ed
i e face. Y e ed he e de ig i a d a ha e ha
lea ed f m he e i g a d h i e face ill be da ed. Fi ,
ell a die ce ha he de ig i i g add e . The blem
a e i g l e. Wh i hi de ig hel i g. Agai , ide ha
c e . The , ell hem h i ma e . Wh hi e de ig i g i g
im e he e ' life. A d he fi all , ell hem h hi cha ge i
g i g make a diffe e ce i h he i e a i ha ' e g i g be
maki g i he e d.
S f all he e f ame k I'm g i g alk h gh a e am le if
I a e e i g he de ig . S le ' d ha .
Le ' alk h gh a e am le a d e e d I'm ha i g hi i e f ame
i h m clie h hi ed d me de ig . I'm g i g ha e me
de ig i h a d alk h gh he i e a i e ill be maki g
ba ed ha e lea ed. Thi de ig i hel i g em l ee , hich
a e e , fi d he c i ical a d m f e eeded a f
c m a ' h ma e ce eb i e. Y em l ee a fi d
i f ma i ab hi g like hei e a che e. H fi d a e
ca ee i i he c m a . I f ma i ab heal h be efi .
O e ea che lea ed ha he e a e he m c i ical a f
eb i e f e . We e a hem a e ime a d be
able fi d ha he eed ea il . N e k he e em l ee
eed g , e a ee h he a e g i g ge he e.
Slide 7
Slide 7 text
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 62
A e he g i g e he a iga i ba a he . Will he e a
ea ch ill he click he a iga i ca d a e i i he
j e . We ill be c d c i g e i g f he e i e f ame
de a d hich a iga i fea e ill be ed he m b
em l ee .
S a ca ee, I ld hem ha he age a de ig ed d .
Wh he c m e he age a e im a hei e . A d ha
ac i e ill ake e i h he e de ig .
Tha ' he f ame k f ha ? S ha ? N ha ? S he e i a
i . I ld a ha he i d b j g i h hi f ame k. I ' ea
emembe , i c e a l f im a g d. S if f ge all he
f ame k I'm g i g g h gh da , j emembe ha ? S
ha ? N ha ?
Le ' m e a he e. OSB. OSB a d f i ,
me ime called blem, i , l i , be efi . S hi i
a he im le f ame k ha ca e he a e ade
c i ce a die ce f me hi g. Simila he e i e am le,
he OSB hel c e e e a i i h c e , he de ig
l i , a d h hi be efi he e .
The e i e am le alked ab ha ill d e . B
ca e he OSB f ame k he d ' k e ac l ha ' e
g i g d e . S hi i a g ea a ha e de ig a he a e i
he c e a e. Wi h di c i di c i g f e i e a i . Le '
alk h gh a he e am le, le ' e e d I'm ha i g hi da hb a d
de ig i h akeh lde .
Thi da hb a d i f ech l g acc ma age ge a e
ie f hei e e a d age e i me . Righ i f ma i i
ca e ed all ac e e al i h gh em. Thi ca e he
e j m f m lace lace ge i f ma i ha he eed. Thi
Slide 8
Slide 8 text
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 63
c lida ed da hb a d de ig face i he m im a a a d
fig e all i e lace. The be efi e he l ge ha e
a iga e m l i le lace ge a high le el f de a di g f hei e
icke , ifica i , a d he a f hei de ice . I ' all i e
lace.
S ee ha I did he e? I a ed i h ha I'm i g fi ,
ha ' he i he blem. I ld hem ha m de ig
l i a . A d he I a ed b elli g he a die ce h he
de ig ill di ec l hel he e . A d ha ' he OSB f ame k.
O i , l i , be efi .
Le ' m e he e e. STAR I'm g e i g me f ma ha e
hea d f hi beca e hi i a c mm e f ame a e i a j b
i e ie . S i he i a i a d hi i he backg d he c e .
Tell hem e gh f he back de a d ha ' g i g . T i
he a k. A d hi i ha eed be d e. Tell hem ha ha eed
ha e ha eed be add e ed. A i he ac i . A d ha '
ha did. H did i . H migh e e g i he l ha
ed he a ache k. A d fi all , R i f he e l .
Tha ' im l i e lai i g ha ha e ed. Tell hem ab
acc m li hme . Y cce a d ha ha e ed i he e d.
Simila ha e alked ab i h he he f ame k , STAR
ide me c e , alk ab ha did, h k ac i
me hi g, a d ha lea ed ha ha e ed a a e l . S le '
alk h gh a e am le f a de ig bef e a d af e . Agai , le '
e e d I'm e e i g hi m eam a d he e a e me de ig ha I
e i ed.
I ill alk h gh ha he e i de ig had a d h I
im ed he i e face af e c d c i g e ea ch hich i f med m
de ig im eme . The igi al de ig I a ed i h had a fe
Slide 9
Slide 9 text
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 64
i ie f im eme . F e am le he ca d e e
i e ac i e. Mea i g ha c ld ' click hem f dee e di e f
i f ma i . The l g de ig e e c i e . The had a i
c l a d f . A d fi all , he de c i i e e clea . S he
de ig i I k a im e he e ca d e ice he e
g dee e i hei i f ma i j e . The e de ig add e e
he e i l me i ed c ce .
N , ca click he b e f m e i f ma i . The ic
ed a e c i e i c l a d le maki g hi feel like a ified
ackage f d c . Fi all e had he c e a egi e i e me
f he de c i i ha he e e clea .
The e l f hi ede ig i a ga i a i f d c ha feel
like iece f a la ge ified h le. Al , e ha e a a d ill
dee e i each f he d c f m e i f ma i . S i ' eall ha
im le. Agai , STAR i i a i , a k, ac i , a d e l . S he e i a
li le b e am le f he STAR f ame k. Like I me i ed bef e
ee hi f ame k me i ed f j b i e ie a e . He e i a
e am le f a STAR f ame k a lied i ha - a j b i e ie . S
he e i he e i . Tell me ab a ime did ge al g i h a
c ke . Ma be ha e hea d hi e i i a j b i e ie . S
he e i m a e i g he STAR f ame k.
I a ki g i h a UI de ig e amed Da id a d he did de a d
m le a d h i diffe ed f m hi . He a hi ed a a UX de ig e , i h
e ibili ie i cl di g I a hi ed , I a hi ed a a UX
de ig e i h e ibili ie ha i cl ded UX e ea ch. He a a UI
de ig e a d he e ec ed me m ck age a m ch a he did
beca e f he e le diffe e ce I c ld e e he e a me e i
a d igidi he he alked me. I a ed im e
c mm ica i a d ki g ela i hi . Af e alki g i h Da id
Slide 10
Slide 10 text
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 65
ab e ec a i , a d le diffe e ce , he g a be e de a di g f
m le. He lea ed a ecia e h m e ea ch, i e f ame a d m
gh ke che c ld hel him de ig hi high e m ck- . The e l
f eachi g hi de a di g a be e c mm ica i , a d
m e - m e e i ab m UX e ea ch a d h ha c ld hel
hi de ig .
S a ca ee, ca e hi e e a ile f ame k i a
mbe f a hich i ha make hi f ame k eall e f l. I
ha a i h he c e , a d he a i i h he e l .
A d e all k h b i e a e l e hea ab e l .
Le ' m e he e f ame k.
PREP. Tha a d f i , ea , e am le, i . Thi ice
f ame k a i h a i g he fac i . The gi e he
ea behi d h ha i i . Y ide he e ide ce he
e am le f i a d hi i he e a - h k i ' e
a d he c cl de b a i g i agai . J i ca e a b d
f ge ha i a i he fi lace. Thi f ame k alm
make feel like c ld be like ge i g ead f a deba e
me hi g, h h? I hi k hi a ach i e eciall g ea he a e
e e i g e e ea ch.
S he e i a e am le I ld e he PREP f ame k f he he
e e i g me fi di g f m e ea ch i a de ig ec mme da i . S
ba ed i de h e i e ie f m a i e g i he ec i
a al de a me , I'm g i g ha e de ig ec mme da i ha ill
e a al f i cide icke i g e ie cce . Take a l k a
hi e ie b he e he lef . I face he m c i ical
i f ma i e a ee i a i cide icke . Af e alki g i h
h e h eed m i ec i i a i like Be h i he i a e
i e i g b a ch I lea ed ha a eall im a he be f
Slide 11
Slide 11 text
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 66
a d ce e. Fi , he a ee he e e i f he i cide . He ce
he mbe h ee, igh he e he fi li e. Be h al a he abili
f ll a icke , a f a da e a d ha ca be ac ed
b hi i g he a he e a he f he b . Fi all , ba ed
feedback f m e , e backed a d e backed hi b
abili e i g, alida e he de ig , hi b e e e he fi al
de ig f a eable a d acce ible mma b . F a ec i i cide .
S hi i ha I l e ab he e f ame k. I ' e
aigh f a d. He e i ha ' im a . He e i he ea h i '
im a . He e i a e am le ha ill a e h ha i im a . A d
a i g i , i h he e i m i agai . O e m e ime, j i ca e
f g .
S I a m e a he f ame k ha ac all ha i
i he Ame ica mili a . BLUF. BLUF a d f b m li e
f . A d he idea i im le. S a e he m im a i f ma i fi .
Thi i e eciall im a i a mili a i a i he life dea h elie
deli e i g a me age ickl . L k, a a ime he e i a l f
ime fa a d i h a l f b ild- . Y eed ge igh he
i . S me ime eed a i h a c i ical de ail, a d he e lai
he c e af e a d . Thi i imila he c ce f he lead i
j ali m. A d ma be a e familia i h hi e m, he a
j ali i e a he he i cl de he m im a de ail i
he fi a ag a h a d ha i he lead. A d hi i d e f a c le f
ea . Fi , e le migh ha e ime ead he h le a icle. S
gi e hem he m im a i f ma i fi .
A d he a ha e a e a e i ed, me beca e I ed
k i e a e , he migh ha e c he f m he b m
ac all h icall fi i he e a e . S eed be clea a d
he m im a i f ma i i a a he begi i g. Agai ,
Slide 12
Slide 12 text
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 67
hi c ld eall ela e he he ' e ha i g UX e ea ch b i cl di g
e ec i e mma igh a he begi i g f ha i g e ea ch
fi di g . The e ec i e a e mma i amed f he e k
e ec i e h d ' ha e ime ead he h le e . Gi e hem he
m im a de ail f he ime e mi i g ca g i m e
de ail like me h d l g , addi i al fi di g, ec mme da i , a d .
S le ' e e d ha I'm ha i g me e l f m a ca d a d
I'm ha i g he fi al ec mme da i f a e a a ' me c e.
S hi i ha I ld a . He e i he fi al ec mme da i f he
a A he a G eek Cafe h ld be c ed. G illed ege able h ld
be de fill . H mm h ld be ca eg i ed a a ide l f e h
c ide H mm a i g f he meal i h ld be de a ce
a d i g . The fi di g a e ba ed ca d ha I c d c ed i h
di i g c me . The ld me he e he e ec he e me i em
be f d.
S i hi e am le I h ed he fi al e l . Which a he me
c e. The I ga e hem a fe gge f im a fi di g . A d
ha he e e ealed. The fi all , I backed he e e l i h he
me h d ed. Which i he ca d . S BLUF ba icall mea d '
a fl ff.
I a i ch a li le bi a d alk ab a e i g abbe . A
c le f m fa i e a e c m elli g e a d i e e i g fac .
Check hi e. The de ig i ha i l k like, a d feel
like, he de ig i h i k . A d I'm e ma he e da ha e ee
hi e bef e. Beca e i a ea i a l f UX e e a i . I ' a
cla ic. S ca ha e a fam e g ab e le' a e i . Like
he e, he eall a hi he i h me ha UX de ig i
j ab maki g hi g l k e , b i e c m a e h a d c
k .
Slide 13
Slide 13 text
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 68
O , h ab a h cki g a i ic. The e a e 24 h f ide
c e l aded Y T be e e mi e. Oh! If ha d e ' ill a e
j h m ch ide c e i he e, I d ' k ha d e .
Tha ' a l . The e h ck ac ic ca be ed g ab
a die ce' a e i a d b i g hem i he e e a i i h .
S I ed hi e i he a i ic ill a e e m e
a e alk f ame k called PPP. Tha i , e . P mi e, a d
a h. P e . Ge hei a e i igh f m he ge -g . A k e i .
Tell a . Th a e. O h a a li g a i ic a
ama i g h . The mi e a die ce ecificall ha he
be efi a e f ic. The fi all a b h i g hem he
a h. Y eed i dica e h ' e g i g ge he mi e ha
alked ab . A d h hem he a e ligh e me .
S e , a g ab a die ce b he h . Re ibl ,
f c e. D ' ca e hem i h a l d i e. De e di g hei age
migh gi e hem a hea a ack. B d a g ab hei
a e i . Tell hem ha ' e g i g ell hem, hi i he mi e
ha ill deli e . A d he h hem he a h ha a e g i g
ake ge he e. The g ea hi g ab PPP f ame k, ca e i i
c j c i i h a he f ame k. Y ca e i g ab a e i a d
e e ec a i he e a he a e alk f ame ke , like,
ha ? S ha ? N ha ? T eall a e e a i i h a
e b .
S le ' g h gh a e am le. Le ' a e a e elli g a c ce
f a a i a clie . I ld a me hi g like hi . Pe le a e
e di g m e ime cial media ha e e . R ghl 15% f
aki g li e e e d a like Faceb k, I ag am, a d T i e .
J ame a fe . 15%! Wi h a i ic like hi , h ca e, W lf
Digi al C m a ig e ch eme d e ial? I'm g i g h
Slide 14
Slide 14 text
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 69
h digi al cam aig f he la e cial media la f m, D g
L e U i e ill e l de. We ill alk h gh h ca e he
ma ke ha e b fe chi g he e a d b i gi g hem he a ha
he al ead k a d l e - d g . I ill h h e ill i eg a e i h
he la f m he al ead e, maki g fe chi g c me a a . A d
he fi all , e ill alk h gh like a ll h gh he a k, h hi
a f d g l e ill fill d ggie b l he b im i h fa i e
ea . Re e e.
All igh . N k ha a ki d f a ill e am le. B he i
he e i ' e g abbi g hei a e i i h a i e e i g e a
a i ic gge f i f ma i . A d he ell hem h a e
g i g deli e a mi e a d la ge he e. N I a
i ch gea f a ec d a d alk ab a fe m e f ame k b
he e f ame k a e le ab e e i g UX k a d m e
ab h a e e i a ic he . Whe ha e '
had a cha ce e a e.
S le ' alk ab he fi f ame k hich i ADD. S like I
me i ed ADD i ab a a a e e i a d le ab
e e k. S ADD i a e , de ail, de c ibe al e. A i
a e . Y a e c ci el , a d a fe d a ible. D, i
ide he de ail f a e h gh a e am le. Ill a e h gh
hi g like i g a me a h a c m a i a al g . Agai , a fe
h de ail ide a i al a e . T ai a ic e i hei
mi d. A d he he ec d D i f de c ibe al e. Thi i he e
h he eal im ac al e f a e .
S I ill admi hi migh be a li le bi m e me al ga i a i
ha me f ame k . B if ca kee hi ki d f ha d i
mem , ca ga i e a e ickl make d e
ma ma . We l e d like e k ha e a e alki g ab ,
Slide 15
Slide 15 text
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 70
igh hi e me h d i m e ha j a e i g he e i .
Y ill a e i i h a e am le a d a i i h a e b b
de c ibi g he al e. S le me ill a e hi ADD a e alk
f ame k h gh a e am le. S le ' a I a h i g hi de ig i
a akeh lde e ed back a me he c ce f he m bile de ice.
Like ill hi eall k? S he e i m e e. Ye . Thi de ig
ide he igh i f ma i a m bile ie . F e am le, e hea d
f m R be a em admi ha he he' a h me i he e e i g he
g i ged e ie he e mi i f a admi i a beca e he
eemed be l cked f m a e e . The i f ma i h he e
hi m bile ie i j he igh e f i f he eed make a
adj me . S le me de c ibe he al e f he i f ma i h he e
m bile. A admi like R be ha he c i ical i f ma i ha he
eed ab Tabe ha ake ac i a d g ade he e mi i . He
ca ee he i f he eed make a deci i , a d he ca ake he ac i
igh he e, he m bile a .
S I h e ca ee h he ADD a e de ail, de c ibe al e
f ame k i a he im le a ickl a e a e ' e i .
B al h i g hem he al e. All igh I ill ake he e e a d
alk ab he ake f ame k. All igh .
E gh Je i h he ill j . The ake f ame k i a he
a ach ga i i g h gh . Agai , he e i le a d ha i g
de ig a d m e ab acce i g ec g i i . A d le ' alk ab
h hi i ed e e g a i de. The T i ha k. Tha k
a die ce. S a i h h mili a d im l ha k he e f maki g he
a eme . A i ack ledge he a a d he acc m li hme . Y
ill be i ed h ma e le ki hi e af e a i g ha k . B
b ack ledgi g hei c m leme make he e gi i g he
c m leme feel hea d a d alida ed. K mea kee he m me m
Slide 16
Slide 16 text
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 71
g i g. S h d d ha ? Well ca e a he f ame k a d
ad i a he ce a i . A d he fi all , E mea e d i h a im ac
a d hi i a g ea i e d i h a ch. Tell a j ke. Make
hem c . Gi e hem a ea gi e a a di g a i .
S ca e hi a ach he me e ha gi e a
c m leme k. Le ' alk h gh a e am le a d le '
e e d I j h hi da hb a d de ig , e ha e al ead ee hi ,
a d he c m leme ed he im eme made.
I ha e me ime , igh ? Y d ge me i i e feedback. He e
i m ake f ame k e am le.
Tha k f feedback. I eall a ecia e ha ee he
ha d k he eam ha i i e a i g hi de ig . We k
feedback f m abili e i g, a d e da ed he de ig a d e ed
agai . I fac , e did h ee d f e i g a d da e i h i
a ici a , j a da a d a half. The bigge im ac hi e de ig
ha i c d he mbe f lace a e ha g ie hi
i f ma i f m i lace e. S if ha e eed hi all
h e ch i i e g , hi da hb a d ill a e hem 110 ec d
e i i .
Le ' a he i i he da hb a d f ime a da . Tha i 36 mi e
a d 40 ec d a eek ha he a e a i g. Tha ' 29 h a d 20
mi e a ea . A d ha ' a h ge am f ime a ed e em l ee.
Thi e a ime gi e he em l ee f eed m d he hi g . We a e
eall lea ed i h he e he de ig ed. O e e a e ge hi
e de ig li e a d e ie he ime a k i a al ic ee if he
me ic eflec he ed ced b ce a e ha e a e e ec i g ee. We
a make e de ig clea - ha im ed he e ' life.
Wh ? Beca e he e i al a b m f im eme !
S le me alk h gh ha I did he e. Fi I ha ked hem
Slide 17
Slide 17 text
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 72
f hei feedback a d ack ledged he c m leme . I al h e i
me k d f he eam h al ked he jec , j he
de ig e a d j he e ea che . I i al a ice ha e he l e.
A d he I l gged he ha , ha , ha f ame k eall hi
he i h me, he al e f he de ig da e . The I e ded i b
maki g a im ac i h he chee j ke. All igh . Ma be m j ke ca ed
me c a h a d b a li le bi , b ma be i made a li le bi m e
mem able a d ma be meb d ch ckled.
S all ce a i a e g i g alk ab a e g i g be
a d i i e. S le ' alk ab a a e alk f ame k e
he ha e alk ab me hi g ega i e a eg e able
i a i . I a e e hi i c i i c mm ica i . A d ee hi ac ic
ed b blic ela i he he ha e ack ledge a ega i e
me age. S he RRR f ame k i eg e , eg e i , e ai .
A d i b eak d a li le bi like hi . Reg e . I ca ' ell h
m ch I eg e ha ha e ed. Rea . A be a I ca ell, he e i
ha ha e ed. Re ai . He e i ha I'm g i g d make e ha
hi d e ' ha e agai .
S ca e he RRR f ame k alk ab he a jec a
fea e failed. Thi i a f he ea h e d abili e . We
a make e de ig ac all k f he e . B me ime
he d ' . A d e eed a f ame k hel b eak he bad e . S
he e i m e am le.
U f a el he e h me age i c e i g ell. Ve fe
e le a e clicki g he c i e f f ee b a he f he age.
We hi k he ea f hi i he laceme f he b i g.
Pe le a e j c lli g igh d he age a d mi i g i . The a e
j eei g ha CTA i he l ca i he eb age. S m l i
i lace he b f he d he age, igh he e bel he e
Slide 18
Slide 18 text
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 73
h ee b e , a d ab e he f ee ial ba e . Righ i he e. I he
ce e f he b a d I ill e mai b c l f a ge
d a he e ' e e ake ac i he e.
See. Tha a ' bad. S e had b eak me bad e
b e lai ed he b i g he RRR f ame k. Fi
ld hem ha e e eg e f l, ack ledged he blem. The
ld hem ha ha e ed. Fi all , a ed he l i
make he blem be e . E e he a e alk f ame k ca
hel i m f a ega i e i a i .
Oka . I k I e h gh a l . PPP, OSB, BLUF h a, I ge i .
The la hi g a d he a e he i
emembe me ill abb e ia i . B he e f ame k a e le ab
he ca ch abb e ia i a d m e ab ed ci g a ie . The e
he a e m e ab aki g i a m me a d c i g h gh i
a ga i ed a . I ' g i g ake me ac ice. B a hi g h
ge i g g d a ake a li le bi f ac i i g i a fe ime feel m e
c mf able. D ' be af aid e f he e f ame k i ad a ce
ge me ac ice. I f d ha i e e hel me i e d a a e
i g e f h e f ame k hel me ge i he mi d- e f i g
hem.
S le ' ake a ick ec d a d h gh he a e alk
f ame k agai hel emembe ha he a e. The e a e all he
f ame k ha I e h gh da . A d hi i he lide migh
a ake a c ee h f hel emembe .
Wha ? S ha ? N ha ?
OSB i i , blem. S l i , a d be efi .
STAR i i a i , a k, ac i a d e l .
PREP i i , ea e am le i .
BLUF b m li e f .
Slide 19
Slide 19 text
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 74
PPP e , mi e a h.
ADD a e , de ail, de c ibe al e.
TAKE ha k, ack ledge, kee m me m, e d i h a im ac .
RRR eg e , ea a d e ai .
W e did g h gh a l f f ame k da . Agai , I k
hi i a l a d if a e fi di g a e a i g a ic a d ca ' ecall
hich f ame k e, j g i h he ha ? S ha ? N ha ?
Like I alked ab i he begi i g. I ' im le emembe , i ' e
e a ile a d i e m ch ill c e all he im a bi eed
e e . Wha ? S ha , ha ? S a f da ' alk ha ?
Well I'm g i g a i h a c m elli g e. E e hi g a
i he he ide f fea .
A d m h e f da i ha I ga e he l ge he
he ide f fea . Agai , he e a e alk f ame k ca hel
e c me a ie b ga i i g h gh a d e e i g
a d a ic la i g a ell c af ed a e . S g he e, a d ge he
he ide f fea .
Tha k e m ch.
STEVE BATY: Tha k , Je . Tha a de f l. Tha k .
JEN BLATZ: Tha k .
STEVE BATY: The e i a l i he e. I g e ha ' he i . Tha '
a e me. Oka . Tha b i g he e d f da h ee f UX A alia
f 2021. We ha e a Q&A e i hich i begi i g i i a e a a e
Z m h l . I ill j m e he e i a m me kick ha ff i h
da ' eake . We al ha e me e e , e e i g
f m 1 .m. da . S kee a e e f h e if ha e ig ed