Making sense of the muddleAlignmentGet out of your officeWhat to look forThree types of usersWhy you should ignore expert customersDesign for the mainstreamWhat mainstreamers wantDeeper needsBranding simplicitySimplicity is about controlChoosing the right “what”Describing the user experiencePutting it all togetherWorld, character, plotExtreme usabilityThe quick and dirty wayInsightGetting the right visionShare it