Erietta Sapounakis - Turning design research deliverables into living documents

Design research done well is invaluable but all too often the effort doesn’t live beyond the initiative. This represents incredible wastage particularly as lean UX practices in agile contexts call for less and less research, and can make it difficult to make the case for upfront discovery at all. This presentation introduces task models as a tool to help design research live beyond any single project to become part of the product development lifecycle and its knowledge embedded in product teams.

Transcript

1. 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 2022 F da , 18 Ma c 2022 Ca i ed b : Ca el D e & Ti a Fall
2. 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 123 be ca ef l e e e ha . We i he e ea ch ffice a e alki g ab e ea ch ac i i ie dic a i g a la he e f he ga i a i . STEVE BATY: W de f l. S a , ha k ch. I ' bee de f l hea f a d I d a ecia e ge i g ea l . Tha k ch. H ef ll , he e f da i e f l. STAS KRUPENIA: Tha k ch. Tha k f bei g he e. I h e he e f he da a d he eeke d i g ea f e e e, a ell. STEVE BATY: Oka , e a e d la e e a i . T cl e he c fe e ce e ha e E ie a h ill alk ab i g de ig e ea ch deli e able i li i g d c e . We a e cl e. He e i E ie a. Hell . ERIETTA SAPPOUNAKIS: Hi, h a e ? STEVE BATY: Tha k f c i g i a he e d b i g i h e a d cl e i f . ERIETTA SAPPOUNAKIS: H e I ill. STEVE BATY: I ca ee ha . I ill e f he a a d lea e i . ERIETTA SAPPOUNAKIS: Hi e e e. Tha k f j i i g e a d icki g i f he la e i f da 2 f he c fe e ce. I' he e alk ab h ake de f l a ifac a d i igh i li i g
3. 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 124 d c e a d la i g - la i g l . M a e he E ie a a d I ld like ack ledge he c ha I li e a d k he Gadigal C f he E a a i a d a e ec elde a a d e e . Tha k f icki g i . Thi c fe e ce ha bee a a i g. I hi k I' a bi giggl beca e head i gidd i h he lea i g. I ea ha eall i ce el a d he e' a fe hi g I' e hea d h gh he da ha I ch I hi k e f he he eake a ha e ched he e i i h a l e de h b h ef ll ge e hi g f hea i g hi al ge he i a e d- -e d de ig ce . S h d I ca e ab , I g e , he helf life f ha e d ? I i a ic I ca e ab f e e al ea . I' i de ig leade hi . I ha e ked i digi al e ice de ig a d d c i a i b I a ed i i le e a i a d ha a he de ig i g la ge- cale c e a age e e I' e al a bee a bi e cc ied i h k ledge a age e a d I' al eall a i a e ab ha e d beca e e' e i a ki g c e he e e ea ch a d e UK ce e feel, f e akeh lde , like he ' e a dela b ha i e ac i e e e ie ce, he e le ake ha lea f fai h ha I ac all hi k i i c ea e el ci , i f el c llab a i a d alig e . S h ca e d ha e did be e ? H ca e d i e c i e l a d h ca e d i i a a ha hel a d he h i e, a ic la l i agile c e ? T da I ill ha e a able f a jec a d eflec he a ha e ge i a , ab ha ca d he ha e he e g e de ake e ea ch a d h ca e ea ch i a li i g e ce. The fi a able a - i a a fe ea ag . A la ge fi a cial i i i , he a ked hei age c ede ig hei blic eb i e a a
4. 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 125 bile-fi e e ie ce. M e ha a ea had a ed, i a 10 h he deadli e , k , i e ge e i e f a e b - ell, b he a da d I' ed he e da . B i hi i e, e a ea , he e e e de ig e , he e a c e a d hi g had bee b il e . The e e e a l f he hi g h gh, he e e e e ea ch e , he e e e e e a i , he e e e ce a i , he e e e j e a a d he e e e a , a , a e a . I a a c l a a he i e a d I a b gh i a e , k , i h e e el e effec i el a di he k, hel he clie de a d if he jec a a i k a d I ca ell i a a i k. The - hi c ld be ab a fe hi g , i c ld be ab i i g de ig leade hi , i i g jec a age e , c ld be ab a he hi g b i di ec ed de ig e ea ch did la i a a ell. T ec e he jec e e h gh a a di ce I l e eadi g, hich i g ea beca e I had ead h gh all f he e fficial a efac a d he I d g all f he fficial e , e eciall he a e ea ch a c i . The a efac he el e ead a a f cha ge e a he ead f a f he c e e e ie ce. Whe e e le j i ed he e ba ked i ila ac i i ie a i g a he begi i g a d e a i i g al ead a i ed e . S eh he - he e a ifac e e ' effec i e belie able e e le he jec a d hi jec a ca gh i hi ki d f l , hi i c cle a a e l . 49 d c e e e he i ed i e del f he e e ie ce, hi i he e a le del, hei del, f a e al del diag a a k del. R bi e i ed hi i he ke e. O e e a e a ade f 17 d c e ha ki d f ched e a i diffe e a a d e f he e e e a - I ill ell h a he e e e, he e e e 27 e a hich e e ed ced a kable e f 7 a d fi e e i e e d c e beca e e hich
5. 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 126 a h gh a e e ci e f b h he i a d k h i h akeh lde . S he e al del diag a beca e he ehicle f he a di a d gi e a e e f ha hi l ked like, e a e i hi jec a d i ' - he diag a ' i ed , e-COVID b i l , a d i e c a ed all f all , he e e e eg e e f he he eg e , ha e al del diag a a igh d he hall. Wha a i a ab ha i i c ea ed hi i e i i he ffice e e e j bea e i g a a , d i g hi g, a d e le j a ed g a i a i g i , hich i e hi g ha e did ' e ec b e lled i h i . S f a e a chi ec e e he fi c e i a d l k a hi del. The a ked a fe e i ab i , ha i a , a d he ki d f i i i el k e i - de d i a d he he bega di c i g hei k i ela i he del. S e e e able add h e e e f he a ell. The he c e lead a ked h he del a ge e a ed, hich a i E cel hich he a i c edibl deligh ed b , I hi k E cel i a de a ed de ig l e i e , a d he a ked if he c ld e i a a ba i f he c e a di a d c e a eg . S hi a a h ge head a f hi a d hi ea . The g d e a he jec did ge back ack a d de i e he hak a f de ig e ea ch, he e ea ch ha a c d c ed a ki d f e ci a ed i ch a a ha i a able e ai a h ead h gh he e f he jec h gh he de ig a d b ild a d la ch. S ha a e e f he ca i a akea a f hi ? The li k be ee e ea ch a d de ig ca feel eall fli he he e i f c . S i hi ca e he e a f c i bei g a bile-fi e e ie ce, he e a f c abili , he e a f c i bei g a i cha el e ice de ig e e ie ce, he e a f c
6. 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 127 d c . I c ld ha e bee a deg ee f all f h e hi g b he e ea ch a f c ed he c e he f g ha he e e aki g i f . S de ig e ea ch a ifac i he di c e ha e ca bec e a e d i a d f he el e . The eed i e hi g, he eed i f e hi g, he eed i f c e . S h did ha ea ge i hei a , h igh e e i e ge i a ? N I' g i g g h gh he e e fe lide fai l ickl beca e I d hi k Ka ea lie da eall ailed hi i a l e de h b e alk ce e c e a d I ec g i e he i f hi beca e hi alk i all ab ce b hi i a ed flag f h e a he ic i h c e -led a ache i cl di g de el e a d d c e le i h lea a - a hei a a. S c ide h ldi g back he de ail f he eff . Ch e a die ce f hi a d i ead lead i h cci c a ie ke ble , de ail he a ach he e a ia e a a a e di . A e i igh b i ? Agai Ka del ed i hi eall ell alki g ab hi g ha a e ea i gf l a d ele a a d e . Thi k ab he ha f ha a e la i g back, ha f he de ig i lica i i f ie a d d ' e la fi di g a i igh . I i ka if he a e j fi di g beca e he ca ill ha e de ig i lica i f ha a e de ig i g, ha a e b ildi g a d h ill e e hi g. O e hi g ha de ig e he de ig e a d de ig e ea che a e ki g jec i he i c e fi di g a d i igh i e hi g c ld j be e he b ece a il e hei akeh lde . Be i df l c fla e a he jec he bjec a e a ea i h he i igh a e e e i g a d defi i el k h i g i lica i a d c llab a i g i h ea e be eall hel i fi di g ha bala ce.
7. 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 128 The bigge ble ha cc ed i ha jec b I d ee la i li le a d big a i e f e i e le ge i g ca gh i di c e l . S akeh lde he he ee hi , he igh hi k he d e de ig ha e ? I hi de ig , a ic la l h e h a e fa ilia i h UX ce e . S ha h ld e d he e? We eed dec c he b ief. S hi k ab ha eed cha gi g. Wh d e i eed cha gi g, a d defi e each f h e bjec i e . F a e e ea ch e i f each f h e bjec i e a d hi k ab he eed g ide a d he eed h e i . The e i a lace f lea UX a ache a d e i e ha e e gh f a e ide ce ba e ha ca ake g d g e e i h c fide ce d f ll h e a ache a d e b ace he f e aigh f a d a d le c le b ief . Al c ide he i eg i f each a efac . The a efac i elf, d e i k a a l. D he a ifac e ea he el e i a ha a e ha f l? Ad ia aid e e da if he a ifac a e ' bei g ed, cha ge he . Which e did b cha gi g all f h e e i ha e al del diag a i ha e i e a le a d i he he e a le I ill h da . S ha e did hel i ha jec a e he ce al del a d I' e f d i de ig ac ice ha delli g, he h le e e ie ce hel a id e ea i g e ea ch hile h i g he k ledge ga . S he ha e a i age ga i i eall ea de a e he e h ld g dee a d he e ca j iff ff ha ' ' e g . S i d ci g he del. I he ke e ld ha e hea d R bi efe hi a a a k del diag a , I di Y g h ga e la ea ' ke e efe he e a del diag a . I highl ec e d g a d li e he ke e f la ea . The ea h I l e hi l a d i a a hi alk i a l e le e hi l, i i b idge
8. 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 129 e ea ch de ig ac i i a eall a gible a . I c i f hal e . I i a del f he h le e e ie ce a d i h ha he e e ie ce ha e le a e ha i g i h e ice d c a d al ide f i . I ide c e a h e le ake ce ai ch ice a d he e' e hi g i a he e ab hi del ha I hi k f e a ic la l he I a h f a e a chi ec a e g a i a i g i a d he I' e c a ed ha he a efac I' e ed, i eall i e e i g. I i j b e . I l k eall i le. I ' ki d f ag ic, i ' hi bea if l, g a hic a efac . I i e a illa i a a . F e ha ' al a e e ed hi ki d f e al e i . Pe le ca ake f i ha he ill b i i l aded i h e f he a cia i ha e le igh ha e i h de ig a efac . S he half i a i al de ic i f ha c e a e d i g. I de c ibe e le' g al , hei e a d ha he ' e d i g achie e he a d he b half f he del i h he ga i a i he e e ie ce b a f c e fea e ca abili a d i h he ga . N h e ga c ld be e lici ef l. The ga i a i d e ' a la a le i i g ha a ec f he c e e e ie ce i c ld h he e he i i . I ' eall i a , a d I ill ake h gh e e a le he e f ha ' c e ed a d I k hi i a c fe e ce f ll f ac i i e k hi , he e' e lici da a, ha e le a e d i g, he e he ake, k ha ' eall b i e le. The i lici fi di g , i lici beha i , i a i , h gh , feeli g he e e le a e c fide , he e e le igh be a i a d ha ' al eall i a ca e i he del e all . S he e' a e a le f aged ca e. S I de el ed hi . I ' a ch l ge del. I de el ed hi he I a ki g f a c i e ice ide . S hi i he - I g e he a f he
9. 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 130 del. I a ff i h he e g al, i hi ca e ca e f a agei g a e . I ha ha e le d . S I di call he e e . B i i al like he - if hi k ab i a he high le el a k. The h e li le b e a e h e le d i , he e he de ake, he e lici a d i lici e he de ake. S diggi g d i e f he c e i ha del, e a le a k igh i cl de hel i g a lde a e i h a de l i g c ce ab hei heal h. A he a e i e f e e le a e a agi g h eh ld , he a e a agi g hei h eh ld a d he he a e a agi g hei a e ' h eh ld i c ea i gl e i e. Ma e le e e aged ca e af e a e e ge c f e ki d a d he he he d ha he ' e h ll e a ed eg ia e he aged ca e e a d he G e e b ea c ac he he d . The ' e al ead e i all e ha ed. S he ha e call ide h a e - he e le call ide a d h e ide a e ha e le a e al ead h ked i he e , he ' e al ead had ha ' called a aca a e e a d he e a e he c ce a d e ha e le ha e j bee i d ced . S de a di g ha e le a e d i g b al ha el e i g i g i hei li e hel h he i a ch be ee he ide i hi ca e, h he a e he h e, he ge c he ha e, he i e he gi e a e h e e i a d he ha ' g i g he e i hei c e . I ill g i ec d a able . Thi i f elec ica i . Thi a a a f a i g a hich had a fe ed flag . The b ief a f ld. I a a digi al a f a i f he elc i f a c e a d e ice la e able a elf- e e a d ea le digi al e e ie ce ig a e c e he NBN a d he ec ic i e a i e a ed ce he c e e. A fe b d i he e. Agile h ld ' be a ed flag b ha a b i a e adi g a agile a e defi i el ed
10. 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 131 flag, ed flag, ed flag. S a e al del diag a de i he a ach he b ief. Thi i e I ked i h e, hich i i a beca e I had e h e g d ad a age, I had bee ki g f he ga i a i f a fe ea a d I k e ha e ea ch a e i i g a d ele a ha e had a ha d ll i he del b e did a delli g he e e ie ce a a fi e a d e did ha e able de ig e h e e i diffe e ad b al h he e he ga e e i de a di g a d i a a i e e i g jec , e i e e i g d a ic . The e e e c e f e le i . I a he fi ha e f ha e ded bei g a fi e- ea a f a i g a a d he e e e ki g i h a age e c l a a d h e a age e c l a ca e i i h a e a ic la e h d l g . I hei i d i a c e ce ed a d i e a i a b i he a e a ha e a ach e ce ed c e ce ed de ig . The e a a li le bi f a cla h f c l e a d he jec ea a d he di ec had gi e a li le bi f e a d ce ai l e e ded e fai h he e aid, "We' e g he e k ledge ga a d e ha e g fill he bef e e ca de ig f hi e e ie ce" b e e e able h ha . S e c d c ed e i a e ea ch. Tha a a c bi a i f f c g i h c e e c ld ge a bi f a i e i f he i ila e e ie ce he had i h c e i , hich a e ea ch e did ' ha e a ell a field e ea ch a - i call ce e a d i h field ech l gie h e e a a i g a d i e f . I had a be ai i g ge he field. Tha fel e ci i g. S he e' e e a le f he e al del - he elc e al del diag a . The e he g al f a c e ig a i g he NBN a d e e e i he A alia a die ce ld ha e d e hi b , i e e he ' e al a c ec ed. We had a bi f a e a ic deba e ab hi i h he c l a h a ed a ack ge
11. 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 132 c ec ed, , i ' "ge c ec ed, e e e a be di c ec ed." The e lici a k ha e le de k a c a e i h he ide f he be al e, e al a e ffe , a k e i f cla i , e gage i h he ide i e, h e, li e, ec ide hei age eed a d c i b f a e ice ide . I d e a i al a d l gical. The i lici a k e e a l e i e e i g hich a de a d ha i he NBN a d h d e i affec e a d d I eed i ? Ca I a id ig a i g a all? D I ha e d hi ? Pe le e e de i g if e e eeded be h e f he ech icia ? The e e a ed a he ec ha hei la , hei b dle ha he 'd had f a hile igh eed cha ge. The a ed de a d h he i all affec ed hei e i e, he e he c ec i i ld be, a h ge e a ied if e h le had be d illed i hei H e a d he al fel e a ded f hei l al a d i a eall i a b i g hi i igh he de ig ce beca e i h d c a age , i h he clie , he e a ch defa l h i g a la f , h i g a ackage f ha e e e able h hi i igh a d a ac all a die ce he e i e i i g c e . Y a e a ag i i g he b e e di g ha d ' k he , a e a ag i i g he b add e i g hei eed f a d a ag i i g he b ea i g he like a e c e . If a e ea i g he like a e c e he a a ell g a d c a e a d ee h ack agai he c e i i . We e e able i fl e ce a e eed -ba ed e e a i f i f a i fi bef e e g he la . Thi lide h h he h le ce , he h le de ig ce ghl la ed a d he e a e defi i el he de ig a ifac . The e a e a h le b ch f he a ifac ha e e d ced i he fi age f hi jec , all f hi ec ic delli g, ech ical a chi ec e, ce
12. 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 133 diag a , he e a a l b he e a e he de ig e . A I e i ed bef e he e a a a k del diag a . We a k h i h c lleag e i d c , ech a d e a i eall fill he f ha he b half f he del a a d h e e e i g he e e ie ce. The a I e i ed, e had e e iall e de ig e i each ad a d ad e e ki d f li acc di g ghl he c e j e a d i hei i he e e add e i g a eg e f he a k del. I c ld be ha e a i ha a l ki g a e a ic la e b i h ld be ha i a c e i g l i le able . B he e e able ee i a d a ha a e e d i g ga i a i all hi a d he e e al able ee i he a i g e did f ha e i ed a d ha eeded be c ea ed i e f c e a e . S e ie e e able be ge e a ed di ec l - di ec l - f he del. The e le e e able ge e a e ce a i , e fl a d i e fla e a d e hich e e e ed a d he e a a a ge f e i g a d abili e i g a d hi a ch f a e ice de ig jec ha a aigh digi al jec . I a l , a ke e a d a a ha he del eall hel ed a a c i ical e i he jec , beca e i a e fa aced, if e e be e had he e i e b i a d e did ' eall ha e ch elb e ide f hi g a . S e had a c - c ee ec cilia i k h all he de ig e c ld c e ge he a d alig . S e e e able alig e a d de ig a c he i e e e ie ce a d ee he e he ga e e a d ee he e he i c i e cie e e a d j d ble check, "Ha e e add e ed ha eed? I a hi g i i g?" La l e e hi g ca e ge he i a c e e e ie ce i i a d a , hich a e f he e i i g c e f he jec . The e ca e he e a d he eed de c ibed he e i ha f e
13. 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 134 e e di ec l c ela ed ha e ha e e i he begi i g f he a k del. S he eed a d he c e a e ha e e he a fe ed i hi jec i f ha he f e a e ld l k like a d ha i e i e e i g ab hi i ha e ded bei g e f he e e d i g a ifac he a k del a defi i el ed b ea af e ha e f he jec , he g a , had c cl ded b hi e e ie ce i i al a ed he all f ea hile he g a a bei g ca ied a d a a ic la l efe e ced b de el e ea a d d c e . I a eall ck b I e ' c e e e da a d ha k I e f - I eached I e a d g he e i i hi i he e e a i . I e a ked i he h a d e e f deli e i g e ea ch e l , g , g , g , fa e e ea ch c cle . A e e c i i g he eal lea i g a d dedica i g e gh ace f eflec i i e a i di id al a d a a ea ? I ld a , f e , ha ' he ca e. Of e e' e ck a d ca gh be ee a ck a d a ha d lace a d hi e e ie ce f ha i g he e g , li le e, i ' e c he e da beca e e ca ' fi di c e i he e, e ca ' fi e ea ch i a i . We k e ca l fi ce ai de ig a d de ig e ea ch ac i i ie a d i ead e eed a ac ice a d l ha hel e el e hi ce . S e ca di i g i h e ea ch ha ' e l i g a egic i ie e ea ch ha ' hel i g i i i e ad a a d he aki g e ea ch di ec l eable e le a e ' aki g e ie , he ac all ha e a efe e ce i b i g i ha ice f h a e e ie ce i ha he ' e d i g e ca ac all be de ig i g f a e a he ic a d ef l ace. S i g e ea ch i a li i g e ce. Thi i he e al del diag a ha I' e beg b ildi g f THE INCONIC. F h e ha d ' k , THE ICONIC i a e-c e ce e aile . I i fa - ace, i i a
14. 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 135 cale- , i ' e c ea i e, hich i h I j i ed, i ' f . C ea i i he be a d ble-edged d hich ea e e e ha a idea a d l e hei idea a d e k i a agile e i e . A l f jec ha e bee - like ha bee ke ab i hi c fe e ce, a l f he e ea ch ac i i ie e e e ha edge f alida i g ha idea, e e c i g i h he idea a d ha i g ce e e e ed i a i ce alida e he b ge e a e he a d ece a il i f ha e d a d d ' d . I ill e e d e-c e ce i he c lica ed ace b he de i hich e i e e ce i eall i a e hi g I alk a l ab a k i i ' eall ab he he idea a e g d bad, i i he e d he . Tha ' ha ' eall i a a d c i ical f b i e . The a hi e al del diag a a ge e a ed a ' - le ' call i e cef l, i a ed e e cef ll . I had a hi f a ailable da a ce hich e e MPS e ba i a d e ice hich i a feedback la f . I a ' e fec b i ac all did ' ha e be. I j eeded a la f he la d I c ld de a d i he ab e ce f a dee e h g a hic e ea ch ha he c e e e ie ce a . The a ha e a f e ld did ' gi e e ha I eeded k de a d he e e ie ce. The dee di i g i he e ba i did. I k ha k ac ice f e ha e ble i h MPS. I ca be ble a ic b l ckil Ic ic c e lef e de ailed e ba i a d I ha e l ked a e ba i bef e i he i d ie i a i e e i g ee a d I k ha a a g d ig f e gage e b a g d ig f ha e eeded d a ell. N e i e ha e ha e bee d i g i i jec i g e ce f da a i he a k del diag a . A e ha e bee i c ea i g e ea ch ac ice a d i c a i g ha i be e a i agile ce a d d c de el e ce h e i igh fi di g hich a e ki d f e e g ee ha e bee ge i g
15. 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 136 i c a ed back i he del a d - ka , he e i a e a le f h e' e i g i . S i ' a i gb a d f idea . The e a e h ee jec ha a e e e e ed he e a d f c e i b a d i a e ale de ig l i hi COVID ld e ha e e jec ha i ab h e e e e b a d i e a d ha c e eed, e ec a d a . Thi he jec i a i g a check e e ie ce a d he la i b a d i l ki g a - i i eall a ch i a f h e' e e e i g a d g idi g c e h gh he e e ie ce f b i g f ai able a ge, hich i a i a ki d f a egic illa f THE ICONIC. Y ca ee he e ha e li le ec d e f he del ha e le a e able dee di e i a d j ick . I i eall ef l f be able d hi , ge hi i e i a d ake a a e e aigh f i hi i le, i hi e c lica ed, i hi ac all e a d c le , d e ha e e gh he e ake he lea UX a ach beca e e a e c fide , e ca hedge e be he e i hi e hi g ha e a g dee e i ? S i i f he e age a d i f i ed e h d a ache ha e ake. I al ade a e c able e e a i f hi deb f a e ge e al a die ce ha I ha e bee able ki d f h ca e a d a a i lea i g da a THE ICONIC e le ca hea ab he e e ie ce, hich i eall ef l beca e he i e he ' e jec i g he el e a h e a he d i a e e ie ce i h THE ICONIC. O e e f e beddi g he del. I' glad ha i he ke e R bi ched e f h e e ea ch e i ie a d I' delibe a el a idi g he a hi age. I c ld be ha I feel like I ha e e gh e i i leaf be ee M da a d gi a a d c fl e ce b he ea I c ld be a idi g ha i beca e I a hi be ab e ce aki g e e ie al. I i i a ha i i ab e ce aki g e e ie al beca e I a e le be able ee he h le a d
16. 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 137 che ick he da a ha i hei idea - a i ali e hei idea. The e e i i e e d c e a d d c a age i he da a. I' e g he - e' e g he e e e ie ce ea efe e ci g hi b e eall eed eciali e hi ide f ea e ca i fl e ce ad a . B e a e g i g ake a e b i e e i a edefi i g e e ie ce, i ci le a d g ideli e f de ig e f he del. T eca e al del diag a , b idge e ea ch a gible ac i able de ig . The facili a e lea a d agile a ache . The a id e ea chi g he a e g d a d he hel e e f e i i g e ea ch a ell a e eali g k ledge ga . O e hi g I a ' able h he e i a g a hical e e e a i f he del b he E cel igi f he del ha e all f h e efe e ce e ca ee ka i ca e f hi d , I ca e f hi a ici a , if e hi g i a ecd al b e le belie e i eall gl ha i e e e ed b i i ed a a ecd al. I all e le i e ial e ca e a d ge e a e e ie a d fi e a d a i ali e idea a d i all he h le e e ie ce, c e ali e ble a d ide a egie a d ad a . Well, e h e ! A e i , S e e, back . STEVE BATY: Tha k . Tha a a e e. ERIETTA SAPPOUNAKIS: Sh ld ha e had e a e bef e I a ed, I hi k. STEVE BATY: Y ha e e a e a d he I ill a fi i g. Tha a a g ea a fi i h. J i ed a e i ha l ki g a he e al del diag a d hi k he e c ld be a le f i al i agi a hel c e all f ha c le i ?
17. 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 138 ERIETTA SAPPOUNAKIS: I i c le ce a eadi g i ac all . S - l k, i ' a g d e i . I' e had g d - I hi k he a I ill a e ha i i ha fi e a le i h he fi a ce ga i a i he e' - e c ld ake j e a a a a efac f, k , ha i e i a d ha C lla i hich ld ha e bee a l e i al a d I' e c ea ed j e a bef e, i al, e gagi g, he ca be a lai a bea if l a a b he I hi k e ld ha e j l ed he ble f he life a i f a efac a d hi i eall - I ac all i e like ha hi i a illa ha ca he e i i a a . The del i elf i j a li le e . I i a li le affh ld, c ea e all he i al a af e i . I d ' a e le e i e i g i e i c ea i g e hi g bea if l f he del b if a c ea e a bea if l j e f he del, if a c ea e - ca ge e a e ce a i di ec l f he del, e fl , de ig ha e e , ha i he e e h ld i al e e g i d e ake e e h i fai l li e a e i h ce l k a hi a d he g , "I k h e i " b f e i i e ab , hi i a ce, hi i a a . O ce ha e a l k a he ki d f a f i a d a - ba icall ha le el g al a d a k ha h e e headi g , if j f c h e i ac all ell a e i le . S ca g a de ailed a a a ac a a . S I ha e ' ac all f d i al ha ld add a l f al e a d I hi k i i e i e i g i he g age f he jec . STEVE BATY: Nice. S e e a ked f elc clie i h all he c llab a i a d diffe e ad d hi k he a e le el f k ld be ible i h e e ea ?
18. 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 139 ERIETTA SAPPOUNAKIS: J ic . I hi k he e i e k i h e e ea . The elc clie I a i h e a Tel a. I a a ga i a i ha a ac all ed h b id ki g. The had a all g al fle lic f ea a d ea a d ea . The e e eall ell e f COVID ac all . I hi k e e i a l ha d e ha e be e i e i al ab h d i . I hi k e i e i i a li le bi ab he c l e a ell a he he ' e e e beca e he he hi g ab Tel a, a lea e e ie ce he e, hich a f -a d-a-half ea , i all f jec e e c b i e i a d c llab a i e b he a e f k. E e e a ed ki g i a a i ga i a i c llab a i a al a d i a eall al ba icall a age i ff e he e el e b d ed li e a age i h e e i he f he jec . I hi k ki g e el , e le f e ha e he e ki d f bli ke a d he ' e ki g i a b . The c ld be bei g e gaged a jec i all f a b e i e e e ficiall . S I hi k - I hi k he c llab a i eed be e i e i al b , he , k , he e a e e ad a age i . S defi i el l like i ake he e hi g e ea b I hi k ha i all i k h de ig ac all a d i e i all ge i g h e ac i i ie i . STEVE BATY: Tel a, e e ie ce i h Tel a i ha beca e he ha e hi a i al e e ce a d a l f ha e e ce i ac all d lica ed f c i ali , i e f e ill ha e a ea - I d ' ea ha i a bad a b ill ha e e be f he CX ea i Melb e a d he e be i B i ba e a d he i S d e i e a all a he ha S d e i he e he ea i a d he he ea i i - he j e d be e diff e a a hei a f ki g e d be e di ib ed a a .
19. 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 140 Na ha a ked he e i he e d e he UX ea fi i he e ce e a d ha le d he ake a d ha ' e li ed? ERIETTA SAPPOUNAKIS: Oka . F e, he UX ea i he c dia f he e e e a i e - I alk he - he e a e alki g a UK ea he eed be he c e ad ca e, a ic la l he e le hi k he ' e he c e , hich he a e a ell, igh , b - he e he i i h e ce e , he eed be i g he e l , he eed be cha i i g he e l , he eed be efe i g a a ge f i igh a d b i gi g i i . S I hi k he ' e ce al b i ' al - i de e d h d c de el e ce k eall . I ha e ked i ga i a i he e ' e g de ig e leadi g d c i a i i hich ca e, k , d e ' a e ha l e i , he ' e leadi g i , he a e c l i g d c a e ice a i c ld be ha ' e g d c a age i a ga i a i d c e a d hi i eall ical i agile e i e he e ac all he a e leadi g. S g al i ha e e e de a d he c e e e ie ce he he e i e f a ki d f a al alig e f ha e h ld be ki g he beca e e a e all fa ilia i h he ie , e a e all fa ilia i h he ble . S I d ' k , he UX ea f c e la a a b I al a e e e la a a . STEVE BATY: I hi k i i e ch g i g a ba ed he c e f he ga i a i a d he a ic la hi g ha he ' e i g ge i he ld ill al be i e diffe e . I ec ha hi a ach i a S a ' ea a Sca ia igh e iall ha e diffe e le ha i a like a Tel a a ha fi a cial e ice c a . ERIETTA SAPPOUNAKIS: Wh hall e ai a ele .
20. 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 141 STEVE BATY: Wh hall e ai a ele . Ye , e , e . Tha i de f l. Tha k f cl i g he c fe e ce f . I ha bee a lea e li e i g ce e. ERIETTA SAPPOUNAKIS: Tha k , e e e. STEVE BATY: All igh . Well, ha a de f l da . Tha k e e e f bei g a a f De ig Re ea ch 2022. Tha k , ha k e ch e e e f R bi h gh he E ie a ha e bee a ell . I ld like h a h he ga i i g ea A abelle a d ja i e a d Cla e f he a a i g j b he ha e d e b i gi g hi c fe e ce life a d all. Tha k he i i g he e behi d he UX A alia a e. Tha k ch. J a fe fi al h gh f e bef e I le g hi F ida af e . O e f he hi g ha ca e h gh, I h e, f i j he i c edible le ha de ig e ea ch ha i aki g ace f , i ga he i g, i c ica i g, i aki g e f he li ed e e ie ce f e le f h e h e b i g e hi g i he ld ake hei li e be e . I ' a - i ' a diffic l j b a i e . I e i e a deg ee f k illi g e be i a ha ed ace f l e abili i h he . I ca be e i all diffic l . I i e all challe gi g a d i i i c edibl i a i i f be e e ice , be e d c , e e i , e e i able d c a d e ice . The e a e he hi g ha e a ee i he ld a d al ge he i he ld he e g h f h e ie , he e g h f ha c ec i ha e ca ake be ee e le. B I al hi k he e' a le ha e la i cl i g he ga a lea a i g he ga be ee he deci i ha ge ade ab hi g a d he e le i ac ed b h e deci i a d