What I learned from 200 projects (Amsterdam UX)
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What I learned fromoh, I don’t know, around
200 projects
Peter Boersma (@pboersma)Interaction Design Director at Blast Radius
Amsterdam UX MeetupJuly 2, 2014
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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around 200 projects
1995 - 2000 - General Design 70 102000 - 2002 - Satama Interactive 20 102002 - 2005 - EzGov 15 52005 - 2006 - User Intelligence 10 202006 - 2010 - Info.nl 20 52010 - 2012 - Adaptive Path 5 2.52012 - 2012 - freelance 5 102012 - present - Blast Radius 55 40
Total 200 10
#proj /year
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scope, teams, skills, org charts, deliverables
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the scope of our projectshas expanded from one-way
webdesign to service design for networked brands
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640px
480px
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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!SOCIAL CONTENT
MOBILE CONTENT
STORES CRM
PR
CSR
ALWAYS-ON CONNECTED PLATFORMS
Starbucks.com
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our teams have haddifferent types of people
in them
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my roles at interactive agencies
1995 - 2000 - UI Designer2000 - 2002 - Consultant User-Understanding2002 - 2005 - Senior Information Architect2005 - 2006 - UX Consultant & Partner2006 - 2010 - Senior Interaction Designer2010 - 2012 - Experience Designer2012 - 2012 - Freelance (Process) Designer2012 - present - Interaction Design Director
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we had different skills, starting at Computer Science, HCI and Design
leading to User Experience
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HCICS Des
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HCICS DesIxDIAMarCom
InfoDes Copy Usab
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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shallowknowledge
User Experience
deepknowledge
businessknowledge
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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since 1995, we have been lookingfor the right place of UX
in the organization
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what we call our work,our deliverables,changed too...
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“Here is how we work:Step 1: we send you a contractStep 2: we design your site and you approve the designStep 3: we build your site, and you approve the designStep 4: we send you an invoice”
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Design
ResearchEvaluation
Prototype
Test
SketchDetailed Design
Concept
Personas
Interviews
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Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReviewTest
Scope
Optimize
Estimate
Beta
SketchDetailed Design
Concept
Personas
Competition
Process
Roles
Steps
Interviews
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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GOODBAD
per company
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReviewTest
Scope
Optimize
Estimate
Beta
SketchDetailed Design
Concept
Personas
Competition
Process
Roles
Steps
Interviews
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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1995-2000 - General DesignCompany profile:- Dutch startup that grew from 3-30 people- made interactive sites for small & large brands
My responsibilities:- in the beginning: everything- from interface design- via software programming- to sales and project management
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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• A conference is more than the proceedings
• Also: it’s not that hard to get on stage!
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Business
Design
ResearchEvaluation
StrategyManage
Prototype
RequirementsReview
Estimate
SketchDetailed Design
Competition
ProcessScope
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BrBreakingead
share late-night pizza with developershave lunch with clients
go for drinks with colleagues
35
35
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General Design
GOODBAD
* gave me broad experience
* mix of academic research and practical focus
* time to discover what I like (not project management)
* being project manager & UI designer on 10 projects
* leading to a short, 4-week burnout
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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2000-2002 - SatamaCompany profile:- Finnish web-and-mobile agency going global- General Design turned into Amsterdam office
My responsibilities:- Consultant User-Understanding- concept design, IA, IxD, usability tests- for the first time: process designer
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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Business
Design
ResearchEvaluation
StrategyManagePosition
Requirements
Scope
Estimate
Detailed Design
Concept
Competition
Process
Roles
Steps
Interviews
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Satama Interactive
GOODBAD
* mobile experience: designed WAP sites, and created a mobile portal evaluation tool.
* process focus: I managed a 2-year program to document the Satama Unified Process.
* I wasn’t considered a good fit for consultant team
* leading to a long, 8-month burnout
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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2002-2005 - EzGovCompany profile:- software & consultancy for online transactions- between governments and citizens/businesses
My responsibilities:- Information Architect- Also: Usability Engineer- And: Process Designer
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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3 Phases
5 Disciplines System AnalysisInformation Architecture & Interaction DesignUsability & Accessibility TestingContent DesignVisual Design & Information Design
Elaboration ConstructionInception
EzGov Standards for UXEzGov Standards for UX
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Business
Design
ResearchEvaluation
StrategyManage
Service Design
Prototype
RequirementsReviewTest
Scope
Estimate
Detailed Design
Personas
Process
Roles
Steps
Interviews
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EzGov
GOODBAD
* good cooperation with Development and PM
* spent time defining design process (StUX)
* developed in-house screenflow tool (J-flow)
* styleguides made visual design work boring
* org. overhead made our work expensive
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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2005-2006 - User IntelligenceCompany profile:- small usability company that expanded into design- founder was looking for a business partner
My responsibilities:- User Experience Consultant and Manager Design
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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Business
Design
ResearchEvaluation
StrategyManage
RequirementsReviewTest
Scope
Optimize
Estimate
Detailed Design
Concept
Personas
Competition
ProcessInterviews
Pitch
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User Intelligence
* we defined the basis for good team & good company
* got to think about corporate strategies
* unprepared for partner talks with founder
* our communication styles made cooperation hard
* had to leave, shortly after bringing in friends
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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2006-2010 - Info.nlCompany profile:- very Dutch agency ("normal is crazy enough")- founded in1994 and still going strong
My responsibilities:- senior interaction designer- Also: restructured department & renamed job titles- Also: attempted to document design process
info.nl !FULL!SERVICE!INTERNET!AGENCY!!
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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Life
Play
Learn
Buy
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Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
RequirementsTest
Scope
Estimate
Detailed Design
Concept
Personas
Competition
Process
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Info.nl
GOODBAD
* cooperation with developers
* sales reached out to sell UX
* management lacked vision about process
* sales defined projects: teams designed to budget
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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2010-2012 - Adaptive PathCompany profile:- famous San Francisco agency came to Amsterdam- defined User Experience as we know it- Adaptive Path is run by designers
My responsibilities:- Experience Designer- design, lead projects, sell projects- teach workshops, host UX Week
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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the elements ofuser experienceHenning FischerDirector, Adaptive Path [email protected]@henningfischer
Peter BoersmaDesigner, Adaptive Path [email protected]@pboersma
RGB
108, 190, 7773, 155, 69
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First deliverable: NarrativeAs a result of initial conversations with the client, our designer-led sales team would create a Narrative.
A Narrative consists of:
- key business needs
- project summary and team overview
- phase-by-phase description of activities and outcomes
- examples of expected deliverables
- timeline and budget
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But what happened to it?Designers’ narratives were translated by Salesinto a Statement of Work with a lot of legalese.
We had to go back to the original narrativeto kick off projects with the team.
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Business
Design
ResearchEvaluation
StrategyManage
Scenarios
Position
Roadmap
Service Design
RequirementsReviewTest
Scope
Estimate
Sketch
Concept
Personas
Competition
ProcessInterviews
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Adaptive Path
GOODBAD
* designers lead projects from sales to delivery
* many internal discussions about the field
* time to teach back to community
* 14 hour workdays due to time zones
* European sales handed over to America
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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2012-2012 - FreelanceCompany profile:- me :-)- interaction designer & design process consultant
My responsibilities:- set up the business, pay tax, do sales & PM- define processes and design concepts for clients
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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MOBILEAPP
MUSIC PLAYER IN BAR
out of scope
MUSICMATCH
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Business
Design
ResearchEvaluation
StrategyManageRoadmap
Prototype
Requirements
Scope
Estimate
Sketch
Concept
Process
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Business
Design
ResearchEvaluation
StrategyManage
Review
Process
Roles
Steps
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Freelance
GOODBAD
* freedom in deciding when to work
* freedom in deciding how much to work
* freedom in deciding for whom to work
* office/tax/legal stuff is hard!
* no team = no feedback
* no idea if I was at good at freelancing
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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2012-present - Blast RadiusCompany profile:- “agency for the connected world” (= Marketing)- owned by global digital agency network Wunderman
My responsibilities:- Interaction Design Director in Amsterdam office- design concepts and prototypes (with freelancers)- manage a Business Analyst- support offices in Hamburg, London and Paris
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User Experience
HCICS DesIxDIAInfoDes
MarCom Copy Usab
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Small ± 9 x 6 cm!Galaxy S2/S3/S4, iPhone, HTC One !
!
Medium ± 11 x 16 cm!Nexus 7, iPad mini, Kindle 7!
!
Large ± 21 x 14 cm!
Nexus 10, iPad (1, 2, Air), Tab 10.1, Kindle 8.9!
Small
Medium
Large
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small portrait
small landscape
medium landscape & large portrait
small medium large
medium portrait
large landscape
desktop (large & non–touch)
640 px? 1024 px? %#@&*iPad Mini!
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Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReviewTest
Scope
Optimize
Estimate
SketchDetailed Design
Concept
Personas
Competition
ProcessInterviews
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Blast Radius
* international work environment
* working for small number of big accounts
* allows for tracking of success of designs
* project were never ran by UX (often by Developers or Art Directors)
* limited input in early stages of projects
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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Best team?
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Jesse James GarrePeter MerholzJeff VeenJanice FraserDan SafferLane BeckerIndi Young
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Best place for UX?
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Best deliverable?
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Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReviewTest
Scope
Optimize
Estimate
Beta
SketchDetailed Design
Concept
Personas
Competition
Process
Roles
Steps
Interviews
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NarrativeAs a result of initial conversations with the client, our designer-led sales team would create a Narrative.
A Narrative consists of:
- key business needs
- project summary and team overview
- phase-by-phase description of activities and outcomes
- examples of expected deliverables
- timeline and budget
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MOBILEAPP
MUSIC PLAYER IN BAR
out of scope
MUSICMATCH
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Best process?
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SUP wasn’t used, and SUP-Light was created to fix that
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Best process?
your process
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userreseach
concept design
detaileddesign
prototype & evaluate
Persona
SITEMAP
wireframesrequire-
ments
usability testScreen
FLOW
proto-type
designprinciples
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Best client
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the elements ofuser experienceHenning FischerDirector, Adaptive Path [email protected]@henningfischer
Peter BoersmaDesigner, Adaptive Path [email protected]@pboersma
RGB
108, 190, 7773, 155, 69
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Government of Jamaica
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Best business lesson?
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Office Managers manage the company
office managers run the agency
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don’t postpone talking about money
don’t be afraid to talk about money
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it takes A LOT of work to get work done
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20 years at interactive agencies
1995 - 2000 - General Design2000 - 2002 - Satama Interactive2002 - 2005 - EzGov2005 - 2006 - User Intelligence2006 - 2010 - Info.nl2010 - 2012 - Adaptive Path2012 - 2012 - freelance2012 - present - Blast Radius
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Thank you!
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What I learned fromoh, I don’t know, around
200 projects
Peter Boersma (@pboersma)Interaction Design Director at Blast Radius
Amsterdam UX MeetupJuly 2, 2014