3. Commodity Goods Services Experience Coffee Beans Ground Coffee Coffee Shop Starbucks

4. User Experience Usability + Design + Architecture =

10. Research Sketch Prototype

11. Dirty Research

19. Sketching

20. Sketch vs. Sketching

27. Quick Timely Disposable Ambiguous Heavy Labor Intensive Investment Defined Sketch vs. Prototype

28. Sketch Prototype Fail early and fail often

29. Paper Prototyping

32. You are Jack, the VP of Products at Northern Lights Snow Toys.

39. 2 Users 1 Narrator 1+ Computers