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design for
cross-channel
       delight
             UX Week
        August 22, 2012
     @samanthastarmer
today
 what is cross channel design?
 why care about cross channel design
 how to think about cross channel design
 try cross channel design
 start cross-channel design now
agenda
   9-9:15am        introductions
   9:15-10am       what, why and how
   10-10:30am      try - tools & first exercise
   10:30-11am      break
   11-11:30am      try - tools & second exercise
   11:30-12pm      try – tools & third exercise
   12:15-12:30pm   start & wrap up
a few
logistics

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This document outlines the customer journey for planning rail travel in Europe. It breaks the journey down into stages of research and planning, shopping or finding trips, booking the itinerary, preparing to travel with any paperwork, the travel experience itself, and sharing the experience after. At each stage it considers the tasks, thoughts, feelings, and opportunities involved in choosing and taking a rail trip in Europe. The overall goal is to understand how to make the process convenient, easy, and flexible for customers.

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               http://www.flickr.com/photos/danilush/3259099985
questions & input encouraged




                    http://www.flickr.com/photos/ducdigital/3011652637/
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                     http://www.flickr.com/photos/acplinfo/3721979202/
scheduled break




                  http://www.flickr.com/photos/johnmcnab/4298812

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               http://www.flickr.com/photos/baggis/4701908515
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 Range of levels of experience
 Some have mostly designed for the web
 Some have designed for web and mobile
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 Some have incorporated physical
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                                http://cdn.assets.sites.launchrocketship.com/7a019f65-a5c3-4d32-930
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 http://www.flickr.com/photos/pjern/2150873799
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mobileweb designjavascript
digital and physical
        are colliding
even for luddites
ebooks with books
devices outdoors




   Nexus 7 Camping: http://www.youtube.com/watch?v=qqiSE-ukmgc

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GoPago - place an order before arriving in a
              store. Merchant receives on tablet.




       http://static2.businessinsider.com/image/5022b7b4eab8ead85c00002d-400-300/gopago-store-sign.jpg
Square/Starbucks - don’t
even have to take the phone out
of your pocket or sign a receipt.




                     https://squareup.com/pay-with-square
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Virtual Fridge Lock – late night raid
automatically transmits to your social networks




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                                                                 each item




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physical/digital groceries




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“experiential industry” :
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 willing to allocate high
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The document summarizes a presentation on cross-channel design given by Jess McMullin and Samantha Starmer. The presentation covered what cross-channel design is, why organizations should care about it, how to sell the need for it within an organization, using a case study and field research experience to discover touchpoints across channels, and various tools and methods for designing cross-channel solutions such as journey mapping, touchpoint matrices, and paper prototyping.

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(and here is our
   opportunity)
integrated
      experiences
               are
       few and far
          between
                         Alexandra Deschamps-Sonsino
http://www.slideshare.net/designswarm/creating-the-internet-of-things
entire industries are in
their customer experience
                    infancy
    (…health insurance, TV service, Internet
        Service providers, PC manufacturers,
wireless service providers, airlines and credit
                               card providers.)

                             2011, Forrester Research, Inc.

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Samantha Starmer provides a framework for structuring presentations with 4 key principles: 1) Start with yourself by identifying your goal and style. 2) Learn the environment by understanding the audience and constraints. 3) Build the structure by freeing your mind and keeping the narrative. 4) Leave time to adjust through rehearsal and ensuring your main point is clear. She emphasizes remembering the one key thing you want the audience to take away and practicing well in advance of the presentation date.

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To get a seat at the strategy table, one must understand the organization's strategic goals and objectives, know how decisions are made, and think about long term changes. It is important to build relationships with allies, know potential opponents, and have important conversations before proposing new ideas. One should pick their battles wisely, help others' goals, and offer solutions, preferably with proposed solutions or already implemented solutions. It is also important to learn how executives communicate, listen more than speaking, and become comfortable discussing strategy with executives.

wv11uxwebvisions
consumers cited their greatest
   frustration as when the
experience does not match the
 promise a company made to
        them up front.

               The New Realities of “Dating” in the Digital Age: Are Customers
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                                                        Accenture 2011 Global
                                                     Consumer Research Study
we usually
design for a
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users don’t
distinguish
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Quantitative Information Architecture - Oz IA 2010
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This document discusses how quantitative analytics can help drive information architecture (IA) decisions. It provides examples of the types of metrics that can be measured, such as traffic to different sections of a website, and how these metrics can be used to understand user behavior and improve the user experience. Quantitative data is presented as complementing, not replacing, qualitative research methods. The document advocates starting analytics efforts by clearly defining business questions and goals in order to focus measurement efforts and ensure the collected data will provide actionable insights.

information architectureuser experienceoz ia
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1) Holistic information architecture is about designing integrated experiences across channels, platforms, and the digital and physical worlds. 2) Information, not technology, should be the foundation to connect experiences as users transition between different touchpoints. 3) An effective information architecture provides consistent and predictable pathways of information to tie together a user's experience holistically as they engage with a brand through various channels over time.

information architectureuser experiencecustomer experience
users don’t
think about
     design
 disciplines
http://www.kickerstudio.com/blog/images/ux.jpg
                        http://www.jjg.net/elements/pdf/elements.pdf
                             http://www.montparnas.com/articles/wp-
content/uploads/2006/10/user%20experience%20design%20explained.gif
         http://mickwinters.com/wp-content/uploads/2010/02/venn1.gif
users
do think about
    all of their
  experiences
across time,
touchpoints,
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The document discusses the need for experience designers to design holistic experiences that span both digital and physical channels, as well as multiple platforms. It notes that traditional boundaries are blurring as technology becomes ubiquitous and information can be accessed anywhere. The author advocates designing for the "space between" interactions by focusing on consistency of information and user journeys across channels to create a seamless overall experience. Experience design must look beyond individual websites or apps to consider all points of customer contact.

user experienceiacustomer experience
Make Stuff People Can Use - Agile Alliance 2010
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Make Stuff People Can Use - Agile Alliance 2010

The document discusses how to incorporate user experience (UX) design principles into agile development processes. It recommends conducting quick user interviews to understand user needs, creating low-fidelity prototypes to test early with users, and iterating the prototypes based on user feedback to refine the design. Conducting rapid and frequent user testing is important to iteratively improve the design and ensure it meets user needs. Adopting an agile mindset of frequent collaboration, iteration and user feedback is key for meaningful UX work.

user experienceagile
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we have to design
beyond websites,
  mobile devices,
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idly flipping – oh, cheap TV
can I buy it locally?

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Glasgow University degree Certificate
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原版一模一样【微信:741003700 】【(glasgow毕业证书)英国格拉斯哥大学毕业证成绩单】【微信:741003700 】学位证,留信学历认证(真实可查,永久存档)原件一模一样纸张工艺/offer、在读证明、外壳等材料/诚信可靠,可直接看成品样本,帮您解决无法毕业带来的各种难题!外壳,原版制作,诚信可靠,可直接看成品样本。行业标杆!精益求精,诚心合作,真诚制作!多年品质 ,按需精细制作,24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题,包您满意。 本公司拥有海外各大学样板无数,能完美还原。 1:1完美还原海外各大学毕业材料上的工艺:水印,阴影底纹,钢印LOGO烫金烫银,LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700 【主营项目】 一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等! 二.真实使馆公证(即留学回国人员证明,不成功不收费) 三.真实教育部学历学位认证(教育部存档!教育部留服网站永久可查) 四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度) 如果您处于以下几种情况: ◇在校期间,因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】 ◇面对父母的压力,希望尽快拿到; ◇不清楚认证流程以及材料该如何准备; ◇回国时间很长,忘记办理; ◇回国马上就要找工作,办给用人单位看; ◇企事业单位必须要求办理的 ◇需要报考公务员、购买免税车、落转户口 ◇申请留学生创业基金 留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内,将在公安局网内查询个人身份证信息后,同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料,供国家高端企业选择人才 办理(glasgow毕业证书)英国格拉斯哥大学毕业证【微信:741003700 】外观非常简单,由纸质材料制成,上面印有校徽、校名、毕业生姓名、专业等信息。 办理(glasgow毕业证书)英国格拉斯哥大学毕业证【微信:741003700 】格式相对统一,各专业都有相应的模板。通常包括以下部分: 校徽:象征着学校的荣誉和传承。 校名:学校英文全称 授予学位:本部分将注明获得的具体学位名称。 毕业生姓名:这是最重要的信息之一,标志着该证书是由特定人员获得的。 颁发日期:这是毕业正式生效的时间,也代表着毕业生学业的结束。 其他信息:根据不同的专业和学位,可能会有一些特定的信息或章节。 办理(glasgow毕业证书)英国格拉斯哥大学毕业证【微信:741003700 】价值很高,需要妥善保管。一般来说,应放置在安全、干燥、防潮的地方,避免长时间暴露在阳光下。如需使用,最好使用复印件而不是原件,以免丢失。 综上所述,办理(glasgow毕业证书)英国格拉斯哥大学毕业证【微信:741003700 】是证明身份和学历的高价值文件。外观简单庄重,格式统一,包括重要的个人信息和发布日期。对持有人来说,妥善保管是非常重要的。

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はがき

a little hard to see…
but it worked!
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not easy

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Portfolio of Family Coat of Arms, devised by Kasyanenko Rostyslav, ENG
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The Ukrainian and German journalist Rostyslav Kasyanenko has dedicated himself to genealogical research and heraldry. Originally Ukrainian, now living in Munich (Bavaria) he working in Ukrainian Free University (Est. 1921) as archivist. Curator of Heraldic Teams, Member of Ukrainian Heraldry Society (UHS) R.Kasyanenko is Deviser of the Family and Municipal Coat of Arms and Author of the exhibition concept project: “Maritime flags and arms of the Black Sea countries vs. Mediterranean: what has changed in 175 years?” Author of scientific articles (2023-24): Parallels between the meaning of Symbol and Myth according to Hryhorii Skovoroda and heraldic systems Heraldry as a marker of evolution of national identity in Ukraine and Slovakia: from the Princely era to the "Spring of Nations" (XI-XIX centuries) Historical parallels in the formation of national awareness in Ukraine and Slovakia in modern times (1848-1992) Proto-heraldry of Kievan Rus': dynastic symbols of the Princely era, and how does the Palatine Lion relate to this? Symbols of the House of Romanovyches: the Bavarian influence in Ukrainian heraldry Participant of Scientific Conferences (2023-24): - XXХІІІ Heraldic Conference of the Ukrainian Heraldry Society, October 13, 2023, Lviv - International Conference “Slovak-Ukrainian Relations in the Field of Language, Literature, and Culture in Slovakia and the Central European Space”, University of Prešov, Institute of Ukrainian Studies, Faculty of Arts, 18-20.10.2023 - International Conference „The Past, Present, and Future of Heraldry: Universality and Interdisciplinarity“, Vilnius, 12-13.06.24 - International Conference "Coats of Arms as Weapons – Heraldic Symbols in Political, Dynastic, Military, and Legal Conflicts of the Middle Ages and Early Modern Period”, Alfried Krupp Wissenschaftskolleg Greifswald. According to the heraldist, he has worked with many heraldic artists over the years. However, he developed the ideas for all the coats of arms himself, except for his own. The case of the Kasyanenko (from the Shovkoplias clan) family coat of arms — featuring an audacious Cossack riding a rhinoceros — deserves special attention. "After all, one could talk about one's own crest, just like one's ancestors, for an eternity," he says.

coat of armsheraldrywappen
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cross between herding cats




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and slaying dragons




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3.   connected
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same item, different info


            sign



                            catalog
   site
and more different info



                                eMail
                                  site




              in-store product handout
  product tag                       advertising
convenient
my first iPhone app

Recommended for you

even better…
no need to call




                  http://www.flickr.com/photos/zachklein/3964249
                               http://www.flickr.com/photos/jsrcyclist/31813
or get out of the car


          Walgreen’s drive in




                                http://www.flickr.com/photos/ambernectar/4042608385
not so convenient

Recommended for you

what happened to self service?
connected
the experience of transitions




                    http://www.flickr.com/photos/mcdemoura/2209204939
leafing through GQ…

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hubby would look great in that
I can get the look!
going to GQ/selects
here it is

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and I can buy it
(plus great cross commentary)
not so good
my mom

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her favorite store
directory
departments
her favorite department

Recommended for you

but…
no encore
but they have plus sized clothes
lots of them

Recommended for you

and they are tagged encore
mom was sad
contextual
may not have a tape measure




                   http://www.flickr.com/photos/nicpic/30423961

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but I have my phone!
street bump
   residents use Street Bump to record “bumps” which are
identified using the device’s accelerometer and located using
                            its GPS




                                           http://www.flickr.com/photos/topsy/188144452
                                           http://www.newurbanmechanics.org
which context makes sense?
   Not sure how to cancel a class I
      registered for online. The
  cancellation policy just says what
 time frame I need to cancel in, but
    not how to do it online. Only
    suggestion is to call the store.
   Doesn't seem worth the hassle.
                    REI customer comment
(a)cross time

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traveling on 3/26/11
yuck
nightmare lines
they didn’t forget about me

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not so good
tests at the doctor’s office
results by mail
but not on the website?

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5 principles
1.   consistent
2.   convenient
3.   connected
4.   contextual
5. (a) cross time
some tools
1.   employee research
2.   environment research
3.   make it or break it
4.   touchpoint inventory
5.   interaction ecology
6.   experience mapping
7.   experience matrix
tips
 do early in project
 focus on ideation and brainstorming
 can be used with many development
  methodologies
 best to do in cross divisional groups
 break down the silos
 everyone has valuable perspective
good ideas here

Recommended for you

employee research
employee research
 front line employees
 ecosystem other employees have to
  work within
 uncover training issues
 uncover system issues
 uncover priority user needs
 get great ideas
 gain buy in
mobile point-of-sale
have to carry two devices

Recommended for you

following + notes




3 notebooks   full   of notes   look at the handwriting, seriously
turned into blog




3 notebooks   full   of notes   … which became a blog
then set up diary study




after every transaction, record the story   15 stores nationwide   100+ employees
organize transcripts

Recommended for you

affinity map
co-design
environment research
 hand in hand with employee research
 understand issues with physical
  environment
 discover experience blockers
 find cheaper resolutions than new
  technology
 also can be conceptual to understand
  organizational silos
not quite mobile

Recommended for you

the store room
inventory
uniform issues
uniform and store room issues
 “It is usually in my pocket
   and gets caught on the
  ladder all the time… I’ve
 started leaving it here on
      the shelf instead”

Recommended for you

how many screens?
old systems
tangled wires
low tech communications

Recommended for you

busy lines
convoluted org chart




            http://cei.org/sites/default/files/Table-from-Amicus-Motion-MN--RI-11-10-2010.jpg
make it or break it
make it or break it
 first define existing experience(s)
 use research, customer feedback,
  behavioral data
 understand where the experience breaks
 define where the experience could be
  better
 which are the worst interactions?
 where could delight happen?

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ACTIVITY
make it or
 break it
remember?
my car
ow

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the paperwork
please make it better!!
what are the
make or break
   experience
opportunities?
Design for Cross Channel - UX Week 2012 Workshop

Recommended for you

think about
   my as-is experience – what actually happened?
   what were my emotions?
   where was my experience broken? (sad face)
   where could Ameriprise have ‘made’ my
    experience? (happy face)


     write down the top 5 make or
          break opportunities
Design for Cross Channel - UX Week 2012 Workshop
Design for Cross Channel - UX Week 2012 Workshop
observations?

Recommended for you

touchpoint inventory




                 http://brandtouchpointmatrix.com/
touchpoint inventory
 track all ways customers interact with your
  organization
 can use both for as-is and to-be states
 excellent for corralling complex, multi-
  channel programs and products
 great to use for mapping out needed system
  architectures
 helpful for non-web/non-technology people
  to understand impacts
touchpoint inventory
touchpoint inventory

Recommended for you

touchpoint inventory
touchpoint inventory
interaction ecology




via Justin Davis
http://www.slideshare.net/jwd2a/toilet-paper-and-information-sharing-designing-compelling-information-ecosystems
interaction ecology
  inspired by Justin Davis
  establish key customer narrative(s)
  define the needed interaction to get to each
   next step in the narrative
  understand the location(s) that interaction
   might occur in
  identify the touchpoint or device that can
   support the interaction and narrative in context
  map the needed data and the connections
   between interactions

Recommended for you

interaction ecology
 1.   define the narrative
 2.   determine the needed interactions
 3.   define the interaction location
 4.   define the touchpoint
 5.   define the data points
 6.   identify the connections
 7.   map the data
example
define the narrative
define the needed interactions

Recommended for you

define the interaction location
define the touchpoint
define the data points
repeat for each interaction in narrative

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map the connections
ACTIVITY
interaction
   ecology
the narrative
1.   accident occurs
2.   exchange information
3.   tow car
4.   get rental
5.   get treatment for injuries
6.   provide report to insurance
7.   get progress report from insurance
8.   resolution
1. specify the interaction
      exchange information

Recommended for you

2. define the interaction location
       exchange information


                              in street
3. define the touchpoint
      exchange information


                             in street

                             mobile
4. define the data points
               exchange information


                                         in street

                                         mobile




  insurance information           name
Design for Cross Channel - UX Week 2012 Workshop

Recommended for you

observations?
experience mapping




           http://www.thosepeskyusers.com/wp-content/uploads/2010/12/customer-experience-map.jpg
experience mapping
 customer perspective, actions and
  reactions throughout interactions
 triggers and touchpoints
 intangible and qualitative motivations,
  frustrations and meanings
 can get all points of view on the table
  (e.g. is your experience my experience?)
http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf

Recommended for you

campaign ‘experience’ map
journey mapping
marketing alignment mapping
good collection of examples




                http://pinterest.com/uxjam/journeys/

Recommended for you

experience matrix
experience matrix
 uses ‘service blueprint’ from service design as its
  inspiration
 uses more generally known language to avoid
  having to provide terminology to stakeholders
  (e.g. front stage/back stage, physical evidence)
 goes the next step from defining the experience
  to understanding how to support it
 use as basis for which systems, people and
  processes will be impacted
ACTIVITY
experience
    matrix
you are ameriprise
    Ta

Recommended for you

experience matrix
 define the experience narrative
 determine desired experience
 note most convenient channel/touchpoint
  for each part of the experience
 define the support people and systems
  needed
 come up with added services or benefits to
  ‘surprise and delight’
what is needed
to support the
         better
   experience?
experience matrix
 define the experience narrative (done)
 determine desired experience (done)
 note most convenient channel/touchpoint
  for each part of the experience (done)
 define the support people and systems
  needed - remember your data points
 services or benefits to ‘surprise and delight’
  – remember your ‘make it or break it’ ideas
a framework
Narrative – Accident and Insurance story
                    Accident occurs      Exchange   Tow car, get rental   Report to insurance   Progress Report   Retrieve Car   Resolution
                                      information
experience
 Desired
Most convenient
  Channel(s)
Support People
Support Systems
Added Service

Recommended for you

Design for Cross Channel - UX Week 2012 Workshop
observations?
start…
plan

Recommended for you

involve others
work creatively
work creatively
simulate

Recommended for you

open the kimono
cross train
share the wealth




               http://www.flickr.com/photos/jimfrazier/1810966604/
everyone owns cross
 channel experience

Recommended for you

questions??




              http://www.flickr.com/photos/druclimb/3277540656/
thank you!!

              http://www.flickr.com/photos/baking_in_pearls/3960662314

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Design for Cross Channel - UX Week 2012 Workshop

Editor's Notes

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