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Some Notes:

Hicks Law is important when it comes to designing user interface (the time it takes for a person to make a decision as a result of the possible choices: increasing the number of choices will increase the decision time logarithmically) Irene talks about how she was tasked to help Spotify create an interface for an internal research tool that no-one was using as they had put all the research into a overwhelming set of spreadsheets, so no-one did it, Irene categorised and organised it making the new interface ask only four questions resulting In more users using it. Hicks law is very important in UX, it’s important to make the choice easy for a user, you can do this by leaving the users with only the choice that matters.

Choosing the right client is important as it can heavily impact the entire project, if the brand or project behaves in a certain way meaning do they take long to reply to emails or are they concerned heavily with fees and money, is this project important to them or do they not really care, are they open to ideas, are they open to change, do you like them? Questions like these help answer whether or not to work with a client, it is not worth dealing with a bad client.

Work Journey - considering all of the products touch points in the entire apps ecosystem (clicking on uber - ordering a ride - being in the car - being dropped off - writing a review)

Work Flow - the users experience inside the app not the entire ecosystem of the product