Paul Sherman Discusses Integrating UX Procedures Throughout Product Lifecycle

Transcript from April 30, 2012: Global Product Management Talk
Paul Sherman @PJSherman of ShermanUX
User Experience (UX) And The Product Lifecycle Process
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr

Paul Sherman @PJSherman of ShermanUX Discussed The Role
Of Personas, Design Briefs, Stories, Storyboards, And
Wireframes In The Product Management Lifecycle Process on
April 30, 2012 on the Global Product Management Talk
StartUPTalk Radio using the hashtag #prodmgmttalk

Paul says, "I’m excited to participate in the
Global Product Management Talk because
the disciplines of UX and PM need each
other! Together they can guide
Engineering and ensure that what is
conceptualized is actually what is built.”

Podcast:
http://bit.ly/I9Yn8H

Links:
http://bit.ly/JMpCew

INTRO
Design strategy focuses on providing a framework for developing design solutions that support a given product
strategy. Product strategy addresses the business model, roadmap, and prioritization of business requirements
for a product. When an organization’s level of usability maturity is low, UX is not actively involved in the product
development process until the build and testing phase – much too late. UX professionals can often add the
greatest value for user-centered design during requirements identification at the start of most product
development processes. This discussion will identify how product management can integrate essential UX
procedures such as defining personas, writing design briefs, composing stories, creating storyboards and
building wireframes throughout the product lifecycle process from ideation to design to guarantee that successful
products are built.

Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com

Sponsor us http://bit.ly/gF0Tt3 Thank you.

@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 1

Paul Sherman @PJSherman of ShermanUX
User Experience (UX) And The Product Lifecycle Process

Each week, The Global Product Management Talk features an expert guest speaker who asks questions of
the participants on Twitter in a Socratic discussion. The speaker and co-hosts broadcast their comments
over BlogTalkRadio. The transcript of Tweets and podcast are available after the live event.

Host, Cindy F. Solomon @CindyFSolomon is joined by co-host Lisa Winter @Lisaw1

ABOUT PAUL SHERMAN
Paul Sherman has worked in the field of usability and user-centered design since 1997. He is the founder of
ShermanUX, a small UX/UI consulting firm. Prior to that he was Senior Director of User-Centered Design at Sage
Software in Atlanta, Georgia and User-Centered Design Manager at Intuit. In the 1990′s he was a Member of
Technical Staff at Lucent Technologies in New Jersey, where he supervised the user interface design of several
telecommunications management applications and led efforts to develop cross-product user interface standards.

As a consultant his projects have included usability testing and interface design for IT applications, e-commerce
Web sites, financial planning and portfolio management software applications, and telecommunications hardware
and software applications. Paul received his Ph.D. in 1997 from the University of Texas at Austin. His research
focused on how pilots’ use of computers and automated systems on the flight deck affected their individual and
team performance. Paul is Past President of the Usability Professionals’ Association and served on the UPA’s
Executive Committee from 2004-2009.

QUESTIONS DISCUSSED
Q1 How do you keep the focus on customers instead of release plans and product roadmaps? #ProdMgmtTalk
http://bit.ly/JMpCew
Q2 What does it mean to be too product- or too market-focused? #ProdMgmtTalk http://bit.ly/JMpCew
Q3 Why visit customers? Why not survey them or talk to them on the phone? #ProdMgmtTalk http://bit.ly/JMpCew
Q4 Eric Ries talks about "minimum viable product" How do you know when a product is minimally viable?
#ProdMgmtTalk http://bit.ly/JMpCew
Q5 How do I measure the quality of a user experience? #ProdMgmtTalk http://bit.ly/JMpCew
Q6 Are the UX and Product Management roles merging into a single "product" role in consumer Internet startups?
#ProdMgmtTalk http://bit.ly/JMpCew

Additional questions:
How do you define contextual inquiry, and why is it important to user interaction design and building good, viable
products?
How long does it take to do contextual inquiry, task analysis, user profiling and persona creation for a typical
project?
What are some ways that UX interaction designers and product managers can help each other, and what's the best
way to optimize this collaboration?
What are good tools to create wireframe in?
Could you tell us about one of the best engagements in your product management career, and why?




Rich Mironov, Seasoned Product Executive, Start-up Entrepreneur, Author,
Technologist @RichMironov
Galvanizing the Profession of Product Management

TWEET CHRONOLOGY
What is #ProdMgmtTalk? http://bit.ly/AlLEbN
Join Global Product Management Talk! http://linkd.in/jRmwRx
Never participated in a twitter chat? FAQs http://t.co/Qr2s1o0O
Learn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talk http://t.co/nV2DZflo
Learn about Tweeting Best Practices and Twitter Talk FAQs http://t.co/8WzU7LSf

baltomel RT @ProdMgmtTalk: Please RT: #ProdMgmtTalk on #UX and #ProdMgmt
http://t.co/9g8DfRqm w/ @PJSherman Monday, April 30 http://t.co/g9Yltloi -5:50 PM Apr 29th,
2012

ProdMgmtTalk RT @cindyfsolomon: Still time! May 1 in SF @ProductsAreHard #PAH12
20% Discount http://t.co/XfU2rZxE#prodmgmt #prodmgmttalk #UX #startup -7:54 PM Apr 29th,
2012

aipmm RT @cindyfsolomon: Still time! May 1 in SF@ProductsAreHard #PAH12 20%
Discount http://t.co/XfU2rZxE#prodmgmt #prodmgmttalk #UX #startup -7:54 PM Apr 29th, 2012

cindyfsolomon Awesome! Thank you @AIPMM for sponsoring#StartUP Product
Talks, @ProductsAreHard #PAH12,#ProdMgmtTalk #prodmgmt education & integrity -7:59 PM
Apr 29th, 2012

ProdMgmtTalk #ProdMgmtTalk on #UX and #ProdMgmt Join Paul Sherman PJSherman of
ShermanUX to discuss The Role Of Personas, Design...: http://t.co/XC4GszZ9 -8:35 PM Apr 29th,
2012

__UBI__ Cindy F Solomon: #ProdMgmtTalk on #UX and #ProdMgmtJoin Paul Sherman
PJSherman of ShermanUX to discuss The Role...http://t.co/8BeKZciW -8:44 PM Apr 29th, 2012

cindyfsolomon #ProdMgmtTalk Apr 30 w/ @PJSherman User Experience #UX And
#ProdMgmt Happy Together @ProdMgmtTalkhttp://t.co/x3EnbM5O #design #personas -8:47
PM Apr 29th, 2012

cindyfsolomon See what's trending for @ProdMgmtTalk. Trending Now ▸ #prodmgmt
#prodmgmttalk #product #storify and morehttp://t.co/fX51F13j via @twylah -12:35 AM Apr 30th,
2012

ProdMgmtTalk Relevant : Are #UX & #ProdMgmt roles merging into a single "product" role
in consumer Internet http://t.co/GPqvvMsS@Quora #ProdMgmtTalk -1:53 PM Apr 30th, 2012
pjsherman Fifteen minutes to ProdMgmtTalk on ProdMgmt and UX: Happy Together.
#prodmgmttalk -2:47 PM Apr 30th, 2012

_______________________________________________________________________________________________




ProdMgmtTalk How to Participate in Global Product Management Talk Socratic Discussion on
Twitter: http://t.co/d6co9lVB#prodmgmttalk -2:48 PM Apr 30th, 2012

equintanilla RT @ProdMgmtTalk: How to Participate in Global Product Management Talk
Socratic Discussion on Twitter: http://t.co/d6co9lVB #prodmgmttalk -2:48 PM Apr 30th, 2012
ProdMgmtTalk Welcome @equintanilla ! And our speaker@PJSherman Waiting for co-
host @Lisaw1 to warm up! http://t.co/2ruOSlE9 #prodmgmttalk -2:49 PM Apr 30th, 2012

ProdMgmtTalk Enjoying bantering with @PJSherman about accent origins and Northeast
US! until #prodmgmt talk begins #prodmgmttalk -2:52 PM Apr 30th, 2012

ProdMgmtTalk Coming up: Q1 How do you keep the focus on customers instead of release
plans & product roadmaps?http://t.co/2ruOSlE9 #prodmgmttalk -2:54 PM Apr 30th, 2012

ProdMgmtTalk Posting ahead: Q2 What does it mean to be too product- or too market-
focused? #ProdMgmtTalkhttp://t.co/2ruOSlE9 #prodmgmttalk -2:54 PM Apr 30th, 2012

ProdMgmtTalk Start ahead: Q3 Why visit customers? Why not survey them or talk to them
on the phone? #ProdMgmtTalkhttp://t.co/2ruOSlE9 #prodmgmttalk -2:54 PM Apr 30th, 2012

ProdMgmtTalk Q4 Eric Ries talks about "minimum viable product" How do you know when a
product is minimally viable?http://t.co/2ruOSlE9 #prodmgmttalk -2:55 PM Apr 30th, 2012
ProdMgmtTalk Start thinking: Q5 How do I measure the quality of a user
experience? http://t.co/2ruOSlE9 #prodmgmttalk -2:56 PM Apr 30th, 2012

ProdMgmtTalk Q6 Are UX & #ProdMgmt roles merging into single "product" role in consum
Internet startups? http://t.co/2ruOSlE9#prodmgmttalk -2:56 PM Apr 30th, 2012

lisaw1 Hello, I'm here; looking forward to our chat! #prodmgmttalk#prodmgmttalk -2:57 PM
Apr 30th, 2012

lisaw1 How do you define contextual inquiry, and why is it important to user interaction
design and building good, viable products? #prodmgmttalk -3:10 PM Apr 30th, 2012
ProdMgmtTalk Welcome @Lisaw1 @CindyFSolomon @PJSherman for today's
talk! #prodmgmttalk -3:11 PM Apr 30th, 2012

ProdMgmtTalk @PJsherman talking about usability & how bad SKYPE window is - 4 pixels
betw mute & hungup button - accidents can happen... #prodmgmttalk -3:13 PM Apr 30th, 2012

_______________________________________________________________________________________________




ProdMgmtTalk Any @Skype #ProdMgmt people around? We're complaining about
layout! #prodmgmttalk -3:13 PM Apr 30th, 2012

ProdMgmtTalk Woah - @Lisaw1 jumped into asking about contextual inquiry - fancy word
for watching users #UX#prodmgmttalk -3:14 PM Apr 30th, 2012
ProdMgmtTalk Today's resources & questions: http://t.co/2ruOSlE9 #Prodmgmt
#UX #prodmgmttalk -3:15 PM Apr 30th, 2012

ProdMgmtTalk How do you define contextual inquiry, and why is it important to user
interaction design and building good, viable products? #prodmgmttalk -3:15 PM Apr 30th, 2012

ProdMgmtTalk Thank you to our sponsor @AIPMM Check out upcoming webinars &
events http://t.co/0vIDTERK #prodmgmttalk-3:16 PM Apr 30th, 2012

ProdMgmtTalk Value of contextual inquiry - gets you to tighter team coordination & shared
understanding #prodmgmttalk -3:16 PM Apr 30th, 2012

ProdMgmtTalk What is the #UX orientation? A: focusing on users' needs, identifying from
get go in parallel w/ biz case & client/value prop #prodmgmttalk -3:18 PM Apr 30th, 2012

ProdMgmtTalk Qualities are specific to domain you're solving for & the jobs you get hired to
do from your customers #UX #usabilitydesign #prodmgmttalk -3:19 PM Apr 30th, 2012
ProdMgmtTalk #UX guides design on purpose, crafting from beginning from high level
navigation, mental model down to pixels#prodmgmt #prodmgmttalk -3:20 PM Apr 30th, 2012

ProdMgmtTalk People w/diff skill sets can work in #UX because of wide range of expertise
required #prodmgmt #prodmgmttalk -3:20 PM Apr 30th, 2012

equintanilla RT @ProdMgmtTalk: People w/diff skill sets can work in#UX because of wide
range of expertise required #prodmgmt#prodmgmttalk -3:20 PM Apr 30th, 2012

lisaw1 What are some ways that UX interaction designers & product mgrs can help each
other? #prodmgmttalk -3:21 PM Apr 30th, 2012

lisaw1 what's the best way to optimize collaboration?#prodmgmttalk -3:21 PM Apr 30th, 2012
ProdMgmtTalk What are some ways #UX interaction designers &#prodmgmt can help each
other? #UX is "decision insurance" validates choices #prodmgmttalk -3:21 PM Apr 30th, 2012

_______________________________________________________________________________________________




ProdMgmtTalk @PJSherman says Agile might cause relentless focus on getting
#product out into users' hands - #MVP not defined enuf#prodmgmttalk -3:23 PM Apr 30th, 2012

ProdMgmtTalk Q4 Eric Ries talks about "minimum viable product" How do you know when a
product is minimally viable? http://t.co/2ruOSlE9 #prodmgmttalk -3:23 PM Apr 30th, 2012
ProdMgmtTalk Wow - this conversation may not be #UX friendly - we're all over the place
with questions! #prodmgmt #prodmgmttalk-3:23 PM Apr 30th, 2012

ProdMgmtTalk MVP is too often used as a crutch to just throw out product and get
feedback...#prodmgmt #Agile #prodmgmttalk -3:24 PM Apr 30th, 2012
ProdMgmtTalk Welcome @baltomel @__UBI__ @AIPMM struggling to identify broad definition of
MVP betw product and development#prodmgmttalk -3:27 PM Apr 30th, 2012

ProdMgmtTalk At Intuit, they called "Contextual Inquiry" follow me home, user visits - little fuzzy
for @PJSherman - every1 has diff name #prodmgmttalk -3:28 PM Apr 30th, 2012

ProdMgmtTalk If you watch .5 doz users for .5 hour & ask them why, why, why - you're doing
contextual inquiry (may also be ethnography) #prodmgmttalk -3:29 PM Apr 30th, 2012

ProdMgmtTalk In biz solving biz problem - ethnographers' solving other problems than biz
case #prodmgmttalk -3:30 PM Apr 30th, 2012

cindyfsolomon RT @ProdMgmtTalk: In biz solving biz problem - ethnographers' solving other
problems than biz case #prodmgmttalk-3:30 PM Apr 30th, 2012

cindyfsolomon At Intuit, they called "Contextual Inquiry" follow me home, user visits - little fuzzy
for @PJSherman - every1 has diff name #prodmgmttalk -3:30 PM Apr 30th, 2012

ProdMgmtTalk @PJSherman mentioning Scott Cook @Intuit "go out with open, empty mind - don't
think about product - find root cause of users" #prodmgmttalk -3:31 PM Apr 30th, 2012

equintanilla RT @ProdMgmtTalk: @PJSherman .. Scott Cook @Intuit"go out w/ open mind, don't
think about product, find root cause of users" #prodmgmttalk -3:32 PM Apr 30th, 2012

ProdMgmtTalk Ideal, cost effective #UX process, says@PJSherman live SprintZero idea: define biz
case, understand user, define user work #prodmgmttalk -3:33 PM Apr 30th, 2012

_______________________________________________________________________________________________




ProdMgmtTalk Spend length of typical Sprint= 2 solid weeks of discovery work to discover how users
solve problm, doc work flow w/diagrams #prodmgmttalk -3:33 PM Apr 30th, 2012

ProdMgmtTalk Use info germaine to problem being solved w/problem working in #UX #prodmgmt to
give design & mgmt simple stories bring to mtg #prodmgmttalk -3:34 PM Apr 30th, 2012

ProdMgmtTalk Can't avoid swirl if you don't do #UX homework says@PJSherman doesn't matter
what process or method using...#prodmgmttalk -3:35 PM Apr 30th, 2012

ProdMgmtTalk @PJSherman talking w/ @CindyFSolomon and @Lisaw1 http://t.co/XoHkpPCq
#UX #Prodmgmt #prodmgmttalk-3:36 PM Apr 30th, 2012

lisaw1 Why do product and development organizations become hostile? What is the root cause of
that? #prodmgmttalk -3:37 PM Apr 30th, 2012

ProdMgmtTalk A lot of platforms provide upfront systems architecture & definitions - but still
need #prod design planning hooked #prodmgmttalk -3:37 PM Apr 30th, 2012

ProdMgmtTalk RT @lisaw1: Why do product and development organizations become hostile? What
is the root cause of that?#prodmgmttalk -3:38 PM Apr 30th, 2012

ProdMgmtTalk A: Dev team resp tech solution-product-biz, then see competitors...dev centric org
used to creating > features not strategy #prodmgmttalk -3:39 PM Apr 30th, 2012

ProdMgmtTalk Disagreement over focus on features or strategy = needs leader steering direction of
product to be focused on user needs #prodmgmttalk -3:40 PM Apr 30th, 2012

ProdMgmtTalk @PJSherman says most disagreements not personality issues - more org culture
around product precedence w/ #prodmgmt late #prodmgmttalk -3:41 PM Apr 30th, 2012

ProdMgmtTalk #UX battles similar to #prodmgmt to change product/tech centric focus to
customer/market/product/fit roadmap #prodmgmttalk -3:42 PM Apr 30th, 2012

ProdMgmtTalk Huge parallel between #UX and #Prodmgmt "great person theory" need charismatic
leader to consolidate gains w/in...really? #prodmgmttalk -3:45 PM Apr 30th, 2012

cindyfsolomon Can a process expert who can work across functional disciplines quietly create
successful products? w/o being charismatic? #prodmgmttalk -3:46 PM Apr 30th, 2012
_______________________________________________________________________________________________




ProdMgmtTalk #UX people are thrown to lions, can't "go native" similar to #prodmgmt - must stay
outside, bigger picture & not assume usage #prodmgmttalk -3:47 PM Apr 30th, 2012

ProdMgmtTalk Both #UX and #prodmgmt are providing actual data - DATA always WINS about
usage, user behavior #prodmgmttalk-3:48 PM Apr 30th, 2012

ProdMgmtTalk Nothing more effective than having your managers watch users in their own
environment with product - see patterns not obvious #prodmgmttalk -3:48 PM Apr 30th, 2012

equintanilla RT @ProdMgmtTalk: Nothing more effective than having your managers watch users in
their own environment C patterns not obvious #prodmgmttalk -3:49 PM Apr 30th, 2012

ProdMgmtTalk #Prodmgmt need to gain credibility w/in org to be trusted - but then have to be stupid
to ask innocent questions of market use #prodmgmttalk -3:50 PM Apr 30th, 2012

lisaw1 How do you keep the focus on customers instead of release plans & product
roadmaps? #prodmgmttalk -3:51 PM Apr 30th, 2012

ProdMgmtTalk @PJSherman says focus on user #1 #prodmgmt goal - #UX design is subject, tie key
performance metrics hold#prodmgmt accountble #prodmgmttalk -3:53 PM Apr 30th, 2012

ProdMgmtTalk Define what it means to make users happy & hold#prodmgmt accountable for
meeting those goals, ie Jeff Bezos@Amazon top/down #prodmgmttalk -3:54 PM Apr 30th, 2012

ProdMgmtTalk Easier to identify metics & preserve #UX design in web delivery product/service world
than other products/services#prodmgmttalk -3:55 PM Apr 30th, 2012

cindyfsolomon Easier to identify metics & preserve #UX design in web delivery product/service world
than other products/services#prodmgmttalk -3:56 PM Apr 30th, 2012

ProdMgmtTalk Can't always see immediate effect of bad product decisions.... asking @PJSherman
about PhD Thesis - social psyc w/human factors #prodmgmttalk -3:57 PM Apr 30th, 2012

ProdMgmtTalk Thank you @AIPMM for sponsoring #StartUP Product Talks, @ProductsAreHard
#PAH12, #ProdMgmtTalk #prodmgmteducation & integrity -3:58 PM Apr 30th, 2012

_______________________________________________________________________________________________




cindyfsolomon Thank you @AIPMM for sponsoring #StartUP Product Talks, @ProductsAreHard
#PAH12, #ProdMgmtTalk #prodmgmteducation & integrity -3:58 PM Apr 30th, 2012

lisaw1 Thanks @pjsherman @ProdMgmtTalk for an interesting and fun chat! & thx for having me as
co-host:) #prodmgmttalk -3:59 PM Apr 30th, 2012

aipmm RT @lisaw1: Thanks @pjsherman @ProdMgmtTalk for an interesting and fun chat! & thx for
having me as co-host: ) #prodmgmttalk -4:00 PM Apr 30th, 2012

ProdMgmtTalk @PJSherman got to fly & watch pilots interact w/automated systems for thesis - got
him into computers - saw 2 near accidents #prodmgmttalk -4:01 PM Apr 30th, 2012

ProdMgmtTalk Follow Us on BlogTalkRadio http://t.co/rgVn1HbNLike Us on
Facebook http://t.co/ppUFX3Kv #prodmgmttalk -4:01 PM Apr 30th, 2012

ProdMgmtTalk Join Us on LinkedIn http://t.co/2SwZRb9y Listen on iTunes http://t.co/j02YmpOL
Curations http://t.co/9elis0xy#prodmgmt #prodmgmttalk -4:02 PM Apr 30th, 2012

ErikaLAndersen Come to PCamp Utah, May 12. More
info:http://t.co/2xhc7Ums. Register: http://t.co/ZD9TgYIx#prodmgmttalk -4:03 PM Apr 30th, 2012

ProdMgmtTalk RT @ErikaLAndersen: Come to PCamp Utah, May 12. More
info: http://t.co/cBlXo64d. Register: http://t.co/Z2ZvxUHq#prodmgmttalk -4:03 PM Apr 30th, 2012
ProdMgmtTalk RT @ErikaLAndersen: Come to PCamp Utah, May 12. More
info: http://t.co/cBlXo64d. Register: http://t.co/Z2ZvxUHq#prodmgmttalk -4:03 PM Apr 30th, 2012

ProdMgmtTalk Thank you @AIPMM for sponsoring today's talk! Thankx @PJSherman for
great #UX stories! Thanks @Lisaw1 for probing questions! #prodmgmttalk -4:11 PM Apr 30th, 2012

ProdMgmtTalk Today's quickie stats: 112 tweets generated 247,477 impressions, reaching
an audience of 18,589 followers#prodmgmttalk -4:12 PM Apr 30th, 2012

ProdMgmtTalk Awesome tweeters! @cindyfsolomon @aipmm @lisaw1 @equintanilla
@erikalandersen @pjsherman @__ubi__@baltomel #prodmgmttalk -4:14 PM Apr 30th, 2012

ProdMgmtTalk #Prodmgmt SF events: 5/1 @ProductsAreHard discount
http://t.co/NRkX89YS 5/2 @SVPMA 5/16 #StartUP PTalks http://t.co/P4YRqEwg
#prodmgmttalk -4:17 PM Apr 30th, 2012

_______________________________________________________________________________________________




ProdMgmtTalk Today's tweet transcript- scroll to bottom, read up http://t.co/kZAfTPh0 podcast end of
week iTunes http://t.co/j02YmpOL #prodmgmttalk -4:20 PM Apr 30th, 2012
First Time in San Francisco!

June 20:
1 day intensive w/working lunch:
Creating Successful Products
http://t.co/4s9NwstC

June 21-22:
Two Day Intensive:
Product Innovation Leadership
http://t.co/0z2acqdQ

cindyfsolomon join us again next week @prodmgmttalk #prodmgmttalk! Please visit our sponsor
@AIPMM http:/www.aipmm.com

Today’s stats: 112 tweets generated 247,477 impressions, reaching an audience of 18,589
followers Thank you Paul Sherman @PJSherman for SPEAKING today! Thank you Lisa
Winter @lisaw1 for co-hosting!

Join us next week May 7, 2012: How To Develop A Compelling Value Proposition @JeffLash
Follow for Reminders! http://bit.ly/nbw9Yr

Global Product Management TalkTM is a weekly mini-product camp Socratic discussion of
pre-posted questions with live audio of thought leader and co-hosts commenting.

Converse with us #prodmgmttalk http://bit.ly/i4EihK
Follow Us on BlogTalkRadio http://bit.ly/nbw9Yr
Like Us on Facebook http://on.fb.me/lR0RNP Join Us on LinkedIn http://linkd.in/jRmwRx
Speaker Schedule http://t.co/R3OL7BDj Listen on iTunes http://bit.ly/silH98
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Recaps http://bit.ly/slnpP2 Blog http://bit.ly/eOFmB6
Reach a global audience http://t.co/XTteZ8AW

For Product Managers that don’t get a chance to leave their desk and participate in Product Talks in
person, we’ve brought Product Talks to you via podcast and twitter #prodmgmttalk

_______________________________________________________________________________________________



Paul Sherman Discusses Integrating UX Procedures Throughout Product Lifecycle

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