Nathan Shedroff discussed the clash between two different worlds:

  1. Business – focused on optimisation and certainty (MVP)
  2. Design – focused on imagination and ambiguity (experience prototype)

He shared the ‘wave line’ model as a means of breaching the gap.

I liked some of the details he showed, such as showing videos /links to videos on the document/site to verify findings, map variance as well to show what other evidence there is

The Scribera people also did a great sketch of his talk



Vicky Teinaki is a user experience designer at Newcastle upon Tyne agency Orange Bus. She is also working on a PhD at Northumbria University about better ways of communicating design methods within the design industry.