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Thisisanevolution.Notarevolution.Evolvetostayrelevant.://img.blog.yahoo.co.kr/ybi/1/1c/f6/cliffordmlarsen/folder/717992/img_717992_1359004_3?1103025176.jpgWhoisthisguy?Clearly,he’sfearlesssohemustknowwhathe’stalkingabout.JeffGothelfCurrently:DirectorofUXatTheLadders.comPreviously:PublicisModem,Webtrends,AOL,FidelityandanassortmentofstartupsBlog::@jboogieEmail:[e-mail]…NoonereallyknewwhatanInformationArchitectwas’sthetransformativepracticeofbringingthetruenatureofourworktolightfaster,withlessemphasisondeliverablesandgreaterfocusontheactualexperiencebeingdesigned.Itgoesalittlesomethinglikethis…Lookfamiliar?ConceptPrototypeValidateInternallyTestExternallyLearnfromuserbehaviorIterateJusttheUXprocessYoucan’thidebehindyourmonitoranymore!Seriously.It’stimetocomeout.(Yes,wherepeoplecanseeit.)WhatLeanIAisNOTThisisNOTdesign-by-committee!Weallknowwherethatleads…ControlYou’restillinchargeButI’mgivingupcontrolofmywork!You’renot,actually.Itjustfeelsthatway.’vejustwasted3monthsofyourlife,nottomentionyourteam’sYouarethe“KeeperoftheVision”ThegreatergoalofthedesignisYOURresponsibility://’sengaged.Everyone’smotivated.KeepeverybodymovingforwardYourclients,stakeholders,yourdesignandyou.@N03/3901861703/sizes/l/QualityDon’tcompromise“Speedfirst.Aestheticssecond.”–JasonFried,37Signals.com“Goingforthebronze.”–ACreativeDirectorIusedtoworkwithWhataboutthequalityofthedesign?Iterationsmeanqualitycontinuallyimproves.’regoingandeveryoneiscomingwithyou.EverybodyisonthesamepageWhichbuysyousupportandtimeforyourvision(andbuiltwell)Prototypeit!Butnotallofit.ht://!Instantdocumentation(noadditionaldeliverableneeded).’smissing://://’tsolveproblemswithdesigndocumentation.Yousolvethemwithelegant,efficientandsophisticatedsoftware.Theinteractiveagency.Toughersell.Worthitintheend.Agenciesareinthedeliverablesbusiness.ForagenciesitlooksslightlydifferentGiveyourclientsthepower.Theylikethat.ConceptPrototypeValidatew/clientLearnfromuserbehaviorIterateValidatew/clientReducingdeliverableseffortsreducesrevenueIntheory…FewerdeliverablesFewerbillablehours€€€€ProjectdeliveredfasterHappier,moreempoweredclientRepeatcustomerInvestinyourclient’ssuccessItshowstheconfidenceyouhaveinyourwork@N00/143127498/sizes/z/Isthisgoodforeveryproject?Useitwhereitmakessense.’saclearendgoal.Highlyexperientialmarketingprojectswillstruggle.Timetoideateandcreateoptionsisessential.HowdoIgetstarted?Here’soneway.Geteveryoneinvolvedearly.Canyouguesswhosketchedthis?Theanswerwillshockyou!!!“designstudio.”Youcanalsocallitcollaborativesketching.DesignstudiosCross-functionalteamEverybodydraws,presentsandcritiquesRefineideasthrough3roundsGeneratetonsofrawideasHugeheadstartforUXEarlyteam-widealignmentTeam-widefeelingofownershipStartsmall.6ofyourbestideasasfastasposs