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For an updated version of this talk see http://www.slideshare.net/eadahl/ux-axioms-26-principle-to-drive-better-product-design or http://www.uxaxioms.com/ In his talk Erik will unwind some of the confusion and ambiguity around User Experience theory and practice and bring us back to the point: making great products. This talk outlines a set of UX Axioms designers and developers alike can use to integrate UX into their practice. Erik wont espouse specific dogmas or processes, but will share hard-won lessons learned and observations from practicing UX in the real world for more than a decade. Understanding and applying UX Axioms will allow you to adapt to the situation at hand and build products that resonate with people
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Erik DahlUX Axioms: How to design better products
SummitUP 2013
@eadahl
#uxaxioms
Monday, October 21, 13
@eadahl@eadahl #uxaxioms
Monday, October 21, 13
COLUMBUS, OH
BOSTON, MA
...a boutique design consultancy and technology research lab. We help companies design products and services that deliver great experiences for their customers by turning human experiences with technology products into positive, meaningful interactions.
#uxaxioms@goinvo
Monday, October 21, 13
.gov Product Architecture
BROWSE
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SEARCH
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PROFILE
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PROFILE CORE
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50%20%
5%5%5%5%5%2%1%1%1%
HOME SCREEN, UNAUTHENTICATED
BrowseSuggestTimelineFilterSearchLoginHeaderFooterHelpMailing ListPrint
40%20%15%
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LOCAL HOME SCREEN, UNAUTHENTICATED
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5%5%5%3%2%2%2%1%
PROFILE SCREEN, PRIVATE
ProfileProxyTimelineSuggest BrowseAlertEligibilityTagSearchHeaderFooterHelp
HOME SCREEN, UNAUTHENTICATED
FOOTER
BROWSE
HEADER SEARCH
BROWSE
BROWSE
FOOTER
HEADER SEARCH
BROWSE
SUGGEST
BROWSE
SUGGEST SUGGESTSUGGEST SUGGEST
BROWSE BROWSE
MAIL LIST PRINT HELP LOGIN
LOGIN
HELP
TIMELINE
FILTER FILTER FILTER FILTER
TIMELINE
FILTER
FOOTER
HEADERBROWSE
SUGGEST
TIMELINE
SEARCH
LOGIN FILTERHELP MAILING LIST
FOOTER
HEADER
SUGGEST
HELP
TIMELINE
LOGIN
SEARCH
MAIL LIST
BROWSE
roUgh skeTChes v.01
Dawa ChUnganne hjorTshojjUhan sonininvoLUTion sTUDios7.DeC.10
DaTa visUaLiZaTion by Learning PaTh
DaTa visUaLiZaTion by Time sPenT
DaTa visUaLiZaTion for assessmenT
oTher roUgh skeTChes
1
2
3
4
System Activity Bar (Login Status)what is the status/progress of the learning at my company?
Learning Path Status Charthow well/ complete did people do/score in any particular course, learning path, or even product category?
Course Progress Reporthow well/ complete did people do/score in any particular course, learning path, or even product category?
Assessment Report by User Namehow well/ complete did people do/score in any particular course, learning path, or even product category?
Time Spent by Usershow (in what areas) can and should i improve the skills of our users?:DV�WKLV�WUDLQLQJ�DQ\�JRRG"�:DV�LW�HӽHFWLYH"�:DV�LW�JRRG�TXDOLW\"
Time Spent by Learning Path
Time Spent by User Names
These sketches represent some of the possibilities to data visualization for both individual reports and the higher management reports.
ideas from these sketches can be implemented to the dashboard layout.
HealthyYour healthy range is in the green zone.
UnhealthyWhen you are not doing so well, your metrics are outside the green zone, either too high or too low.
76
What is hGraph?hGraph provides a holistic view of your health. Based on an individual’s health data, it identifies where an individual’s health numbers are, and where they should be.
hGraph is patient focused with professional clinical relevance.
Your Health ScoreA single aggregated number ranging from 1-100 that represents your health status. Are you passing or failing?
Target RangesEach metric has its own scale and healthy range.
Your healthy range is most influenced by your age and gender.
Metrics!e top-level indicators on hGraph are aggregates of many metrics.
Some metrics have a larger impact on your health score.
!ese top-level indicators have been vetted by 4 clinicians and health care professionals – further validation is required.
PatternsIdentify conditions or pre-conditions based on a common shape.
Rendering Datasets: Low Floor, High CeilinghGraph can accomodate varying amounts of personal health data, from a walk-in clinic visit data to your life-long health history.
HypertensionPre-Diabetes
1-3 3-10 10-18 18-55 55-65 65+
Male Age (years)
Syst
olic
(mm
/Hg)
0-70
70-80
80-90
90-100
100-110
110-120
120-130
130-140
140-150
150-160
Blood Pressure
Glucose
HDL
LDL
Triglycerides
Sleep
Happiness
Weight
Alcohol, Drugs
Environment
Medications
Conditions
Exercise
Nutrition
Waist Circumference
Vaccinations
76
Blood Pressure
Glucose
HDL
LDL
Triglycerides
Sleep
Happiness
Weight
Alcohol, Drugs
Environment
Medications
Conditions
Exercise
Nutrition
Waist Circumference
Vaccinations
76
Blood Pressure
Blood Pressure
GlucoseGlucose
HDLHDL
LDLLDL
TriglyceridesTriglycerides
SleepSleep
HappinessHappiness
WeightWeight
Alcohol, DrugsAlcohol, Drugs
EnvironmentEnvironment
MedicationsMedications
ConditionsConditions
ExerciseExercise
NutritionNutrition
Waist CircumferenceWaist Circumference
VaccinationsVaccinations
High
Healthy
Low
3
2
4
5
6
7
8
2011 2021
2011 2021
2006 2016
2008 2018
2008 2013
2008 2018
Alcohol, drugsNutritionWaist Circumference WeightExerciseSleepHappinessTriglyceridesLDLHDLGlucoseBlood PressureConditionsEnvironmentVaccinationsMedications
VaccinationsTetanus (injection) 31.Dec.11
stepped on a rusty nail
TB 27.Feb.98
MMR 27.Feb.98
Hepatitis A 31.Dec.11
Hepatitis B 31.Dec.11
Diphtheria 6.Jul.06
Influenza 6.Jul.96 Influenza immunization for patient completed on 9-12-2012 14:43 MST, NO REACTION
Polio 10.Nov.08
Typhoid 10.Nov.08
Meningeal 27.Feb.98
Smallpox 18.Sep.92
Yellow Fever 5.Aug.08
RECOMMENDATION
New Flu vaccine available. Visit local clinic
Zoom in to view more metrics and details
hGraph is a compelling, standardized visual representation of a patient’s health status, designed to increase awareness of the individual’s factors that can a"ect one’s health.
Basic Dataset
Blood Pressure
Glucose
HDL
LDL
Triglycerides
Weight
Medications
Conditions
85
Rich Dataset
Blood Pressure
Glucose
HDL
LDL
Triglycerides
Sleep
Happiness
Weight
Alcohol, Drugs
Environment
Medications
Conditions
Exercise
Nutrition
Waist Circumference
Vaccinations
81
hGraphYour health in one picture.
1
HEALTH DESIGN CHALLENGE
ERIC BENOITJON FOLLETTSARAH KAISERBEN SALINASJUHAN SONIN
INVOLUTION [email protected]
AN OPEN SOURCE DESIGN LICENSED UNDER THE APACHE 2.0 LICENSE
RESEARCH ARCHITECTURE SKETCHING VISUAL& IXD PROTOTYPING
Monday, October 21, 13
Monday, October 21, 13
www.indeigogo.com/projects/health-axioms-card-deck
Monday, October 21, 13
Axioms
U X
Monday, October 21, 13
UX AxiomsHow to design better products
(current count = 21 axioms)
Monday, October 21, 13
AXIOM No.01
FOCUS ON THE EXPERIENCE,NOT ON THEFUNCTION
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
ACTIVITY
Monday, October 21, 13
You have 2 minutes.
Design a vase.
ACTIVITY
Monday, October 21, 13
You have 2 minutes.
Design a vase.Design a better wayfor people to enjoyflowers in their home.
ACTIVITY
Monday, October 21, 13
You have 2 minutes.
Design a vase.Design a better wayfor people to enjoyflowers in their home.Design a better wayfor people toconnect with nature.
ACTIVITY
Monday, October 21, 13
AXIOM No.02
IT’S ALL ABOUT PEOPLE;
IT’S NOT ABOUT THE OBJECT
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
...it is in its transparency that it fulfills its function
Monday, October 21, 13
STORIES ARE THE WAY WE UNDERSTAND OURSELVES AND
THE WORLD
AXIOM No.03
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
PACE LAYERING
Monday, October 21, 13
Clifford Geertz
Culture is simply the ensemble of stories we tell ourselves about ourselves.
Monday, October 21, 13
Harry Crews
Monday, October 21, 13
Truth of the matter was, stories was everything and everything was stories. Everybody told stories. It was a way of saying who they were in the world. It was their understanding of themselves. It was letting themselves know how they believed the world worked; the right way and the way that was not so right.
Monday, October 21, 13
1. Accomplishment2. Beauty3. Community4. Creation5. Duty6. Enlightenment7. Freedom8. Harmony
15 Core Meanings
9. Justice10. Oneness11. Redemption12. Security13. Truth14. Validation15. Wonder
www.makingmeaning.org
Monday, October 21, 13
SEEK OUT AND EXPLOIT PATTERNS
AXIOM No.04
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
An underlying shared system
of information and
knowledge that is manifest
through patterns of
norms, behaviors and
signifiers.Monday, October 21, 13
PROBLEM FINDING IS AS IMPORTANT AS PROBLEM SOLVING
AXIOM No.05
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
Monday, October 21, 13
EXPOSE AND CHALLENGE ASSUMPTIONS—
YOUR OWN AND OTHERS; CREATE HYPOTHESES TO
TEST ASSUMPTIONS
AXIOM No.06
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
EXPOSE AND CHALLENGE ASSUMPTIONS—
YOUR OWN AND OTHERS; CREATE HYPOTHESES TO
TEST ASSUMPTIONS
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
AXIOM No.06
Monday, October 21, 13
EXPOSE AND CHALLENGE ASSUMPTIONS—
YOUR OWN AND OTHERS; CREATE HYPOTHESES TO
TEST ASSUMPTIONS
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
AXIOM No.06
Monday, October 21, 13
HOLD AND EXPLORE THE BIG PICTURE AND THE DETAILS AT THE SAME TIME
AXIOM No.07
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
HOLD AND EXPLORE THE BIG PICTURE AND THE DETAILS AT THE SAME TIME
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
AXIOM No.07
Monday, October 21, 13
HOLD AND EXPLORE THE BIG PICTURE AND THE DETAILS AT THE SAME TIME
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
AXIOM No.07
Monday, October 21, 13
KNOW YOUR MATERIALITY:
TECHNOLOGY, PEOPLE, BUSINESS, AESTHETICS
AXIOM No.08
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
YOU CAN’T TRUST WHAT PEOPLE SAY; YOU NEED TO VALIDATE THROUGH
OBSERVATION.
AXIOM No.09
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
Monday, October 21, 13
CREATE MODELS NOT JUST
NARRATIVES; USE FRAMEWORKS
AXIOM No.10
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
The Deal Addict will split their time between Browsing and Shopping. Their Browsing is punctuated by an effort to find the best deal regardless of the product. Their Shopping is defined by comparative pricing.
Inspire Me will spend a majority of their time Browsing. Their experience is marked by an indirect path through the product offering to find something that excites them.
Basic Value will not spend any time in the Research or Browse phases and will spend as little time as possible in the Shop phase. They want to get their shopping done and get on with life.
The Flexible Learner will split their time evenly across the phases as they inform themselves. They may not finalize the purchase within the 30 minute window.
Critical Explorer will spend all of their time in the Research phase. They are unlikely to complete their Research and commit to a purchase within the 30 minute window.
ResearchResearch is the gathering and/or analysis of detailed information about a specific product, groups of products or services.
Deal Addict needs to feel powerful and successful at saving money; feed that need with information about savings.
Inspire Me shops for pleasure, wants to surf around. Help them jump from one idea to the next to see what is hot.
Basic Value will appreciate consistency. Keep designs and interactions for basic shopping activities consistent and predictable.
Flexible Learner needs to stay in a comfort zone. Provide a consistent experience with information, language and interactions across channels.
Critical Explorer wants in-depth information about products. Help them dig deep to find out more and provide that information.
BrowseBrowse is the perusal of products or services without the direct intention of purchasing.
ShopShopping is the act of searching for a specific product, groups of products or services with the direct intention of purchasing.
PurchasePurchasing is the act of the exchange or transaction between the guest and the store.
Goal Save Money
EMOTIONAL ANALYTICAL
See What’s New Supply BasicNeeds
Feel Confidence Find More Information
The Critical Explorer will move out of the Research phase if/when the right product is identified.
Flexible Learner will move onto Shop only when they are confident in their decision.
Inspire Me will move out of Browse when something delights them.
Basic Value will move out of the Shop phase when the needed product is located.
Deal Addict will move from Shop to Purchase if they are confident they are getting the best deal.
Target Personas | :30 Minutes to Shop This diagram shows how each persona would spend 30 minutes of their online experience.
Heuristics
Deal Addict Flexible LearnerBasic Value Critical ExplorerInspire Me
Monday, October 21, 13
BJ Fogg Behavior Change Framework (modified)
Monday, October 21, 13
Fitbit One
Monday, October 21, 13
LABAN MOVEMENT ANALYSIS
Monday, October 21, 13
PUNCHING
LABAN MOVEMENT ANALYSIS
Monday, October 21, 13
FLOATING
LABAN MOVEMENT ANALYSIS
Monday, October 21, 13
REFRAME CONSTRAINTS AS FORCING FUNCTIONS AND
FIND FREEDOM IN THE STRUCTURE
AXIOM No.11
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
Land Warrior
Monday, October 21, 13
TAME COMPLEXITY DON’T ABOLISH IT
AXIOM No.12
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
Monday, October 21, 13
MAKE NON-ARBITRARY
DESIGN DECISIONS
AXIOM No.13
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
SET AND MANAGE EXPECTATIONS. THIS APPLIES TO ANY INTERACTION WITH
OTHER PEOPLE OR PRODUCTS
AXIOM No.14
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
EVERYTHING IS DESIGNED AND
EVERYTHING IS A DESIGN CHALLENGE
AXIOM No.15
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
THE DESIGNER AS FACILITATOR—FIGURE OUT HOW TO CREATE “SPACE” AND STRIVE FOR THE ASYMPTOTE OF
SHARED UNDERSTANDING
AXIOM No.16
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
CREATE “YES AND” OPPORTUNITIES; DON’T
ALWAYS ASSUME “EITHER OR”
AXIOM No.17
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
Monday, October 21, 13
PAY ATTENTION TO LIFE CYCLES AND TRANSITIONS
NOT JUST KEY MOMENTS
AXIOM No.18
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
EXTERNALIZE YOUR WORK FOR YOUR OWN COGNITIVE PROCESS AND TO PROMOTE
COLLABORATION.
AXIOM No.19
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
Monday, October 21, 13
CREATE AND CLOSE FEEDBACK LOOPS
AXIOM No.20
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
MAKE STUFF; AND THEN KILL IT
AXIOM No.21
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
Monday, October 21, 13
MAKE STUFF; AND THEN KILL IT
AXIOM No.21
ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUSOCTOBER 15, 2013 — SUMMITUP — DAYTON, OH“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”
PREVIEW PRESENTATION:
AXIOM No.21
Monday, October 21, 13
UX AxiomsHow to design better products
Monday, October 21, 13
Office HoursTH 4-6p
Monday, October 21, 13
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add me to your newsletter send me the presentation
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Let’s talk
Monday, October 21, 13