© W. Craig Tomlin 2018
W. Craig TomlinUX Optimizationhttps://doi.org/10.1007/978-1-4842-3867-7_1

1. UX Optimization Overview

W. Craig Tomlin1 
(1)
Cedar Park, Texas, USA
 
A long time ago, when the Internet was fresh and new and everyone used AOL and almost nobody had even heard of Google, I walked into my supervisor’s office to ask for a promotion. I approached him and suggested that because of several successes I had in this brave new “New Media” world perhaps a promotion was in order. After a long, pregnant silence, he slowly looked up from his paperwork (yes, we used paper to do work in those days) and said,

“You don’t know what you don’t know.”

After a rather long and awkward silence in which he simply stared at me with a somewhat pleasant but ...

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