technically legal - big design 2016
TRANSCRIPT
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Kelly Moran, Projekt202 @Kel_Moran
Using Research to Identify Features for Attorney Software
TECHNICALLY LEGAL
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OUR STORY TODAY
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Problem
H.E.R.O.E.S. (Humble Experience Researchers Or
Experience Strategists)
Adventure (Fieldwork)
Science (Lab Studies)
Resolution
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The ProblemA predicted budget shortfall
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Several AssumptionsThe “old way”
of filing court documents
manually is time consuming
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Several AssumptionsFiling
electronically is easier and faster
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Several Assumptions
Legal personnel are primarily
unhappy with the product because
they lack technology experience
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Okay… and MAYBE our
interface could use a little TLC
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The H.E.R.O.E.S.(Humble Experience Researchers Or Experience Strategists)
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KELLY MORANPRINCIPAL EXPERIENCE RESEARCHER
RYAN BREAULTUX DESIGNER
JESSIE WEBSTERRESEARCH INTERN
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To understand the people we are building experiences for
Why do we do research?
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Our proven methodology is driven by a deep understanding of people, creating a focused path for innovation and true market leadership.
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Data
Experience Driven Application Design & Development
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75%-95% of new product launches
FAIL
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“We haven’t done the research yet”
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The AdventureResearch saves the day (again)
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PHASE 1: FieldworkIn-context
observation complemented by
semi-structured interviews
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PHASE 1: Fieldwork
Population:
Small-medium sized law firms
Attorneys
Paralegals
Legal Secretaries
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“Never theorize before you have data. Invariably you end up twisting facts to suit theories instead of theories to suit facts.”
- Sherlock Holmes (Arthur Conan Doyle)
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Obtain INFORMED CONSENT
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Who did we speak with?
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Who did we speak with?K E Y F I N D I N G
A mixed data set allowed us insight into multiple areas
of the filing and law practice. This provided us with a
multifaceted perspective on the needs of lawyers and
their staff alike.
Attorney
Paralegal
Legal Secretary
Other
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We need more focus…VA R I AT I O N I N AT TO R N E Y S
Observing a broad scope at a shallow depth provided us
with a wide-angle lens of the domain, but prevents us from
extracting the type of focused insights that lead to highly
targeted solutions
Family Law
Transactional
Defense
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SUMMARY OF FINDINGS
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UI needed improvements
Some users lack experience
Other users were quite adept
Other assumptions were unsubstantiated
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DETAILED FINDINGS
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Manual filing was not a waste of time as assumed.
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The Attorney (P2)
“Maybe someday I’ll get to the point where I’m paperless… That just scares the hell out of me.”
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“I’m just a tactile person…I can't go paperless.”
The Paralegal (P1)
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The Legal Secretary
“I try not to keep everything in the paper file” but “Old school old habit; can’t let go of it”
(P9)
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Submitting electronically is not faster.
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REPORTED FLOW: Paper-based
1. Gather all materials
2. Drive to courthouse
3. Stand in line
4. Wait for clerk to review, approve, and make a copy
5. Received approved docs
6. Drive back to office
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ASSUMED FLOW: eFile
1. Log in
2. Submit documents online
3. Resume previous work
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ACTUAL FLOW: eFile
1. Convert all my paper files into soft copy
2. Find where “the scanner put them”
3. Check that it did it right
4. Log in
5. Check off all the right boxes
6. Attach files
7. Submit
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ACTUAL FLOW: eFile
::: STILL NOT THE END OF IT :::
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ACTUAL FLOW: eFile
STILL HAVE TO:
8. Wait for response
9. Call the court and ask what went wrong
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Identifying eFiling Pain Points
Leve
l of O
bse
rved
Diffi
cult
y
Process in eFiling
Sign into
eFile
Find Case
Attach
File
Select File
Type
Select Paym
ent
Submit
Receive
Em
ail
Less
Diffi
cult
Mor
e D
ifficu
lt
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“Sometimes you’re under pressure and you’ve gotta file and it’s gotta
happen”
P1
Identifying eFiling Pain Points
Leve
l of O
bse
rved
Diffi
cult
y
Process in eFiling
Sign into
eFile
Find Case
Attach
File
Select File
Type
Select Paym
ent
Submit
Receive
Em
ail
Less
Diffi
cult
Mor
e D
ifficu
lt
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“Pulldowns and drop downs are not conditioned enough for the casual filer…
it’s not like chatting with the courts”
P8
Identifying eFiling Pain Points
Leve
l of O
bse
rved
Diffi
cult
y
Process in eFiling
Sign into
eFile
Find Case
Attach
File
Select File
Type
Select Paym
ent
Submit
Receive
Em
ail
Less
Diffi
cult
Mor
e D
ifficu
lt
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“Just play with it see what it wants” P6
Identifying eFiling Pain Points
Leve
l of O
bse
rved
Diffi
cult
y
Process in eFiling
Sign into
eFile
Find Case
Attach
File
Select File
Type
Select Paym
ent
Submit
Receive
Em
ail
Less
Diffi
cult
Mor
e D
ifficu
lt
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The loss of human interaction was seen as a hinderance.
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-“There’s some civility lost.” -“Charm your way in…”
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Relationships & law have always been intertwined.
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Technology & law have not.
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A GOOD LAWYER KNOWS THE LAW.
PRO TIP:
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A GREAT LAWYER KNOWS THE
JUDGE.
PRO TIP:
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BRIDGING THE GAPWe need to move attorneys
and their staff away from the feeling that paper is
the only way to track and organize their work,
and that face-to-face is the only way to build connection.
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BRIDGING THE GAP
eFile and other servicesneed to be:
Transparent
Easily organized to match internal processes
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The ScienceLab studies - where the truth sets us all free
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PHASE 2: The KANO Method
What’s a Kano?
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The Babysitter PhenomenonPeople quickly become overwhelmed and frustrated when presented with too many options, features or tasks.
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ASSUMPTION: More features = better software
Starting with a list of dozens of possible
features
Some are identified as necessary for sales
purposes or to hold up against competitors
This still leaves too many features to know what to put
the most effort into, or when
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Developed by Japanese quality management
consultant and customer loyalty expert Noriaki Kano,
in the 1970’s and 80’s
The KANO Method
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Distinguishes between essential and
differentiating attributes
The KANO Method
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To understand the people we are building experiences for
Just asking “Do you like this?” isn’t enough
In a Kano Method study each feature uses a pair of questions to determine the feature category type and its coefficients
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How the experience would be with this feature
Functional Dysfunctional
How the experience would be without this feature
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Asking functional and dysfunctional questions allows us to plot features on an evaluation matrix.
Product Requirement/Feature 1. Like 2. Expect 3. Neutral 4. Tolerate 5. Dislike
1. Like Q A A A O 2. Expect R I I I M 3. Neutral R I I I M
4. Tolerate R I I I M 5. Dislike R R R R Q
Func
tiona
l
Dysfunctional
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Applying KANO
The team identified a number of solutions
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Applying KANO
The firm selected 15 features to test
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Applying KANO
The designer created mockups
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Applying KANOKano method testing
was blended with qualitative interviewing
for 3 days of user testing
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Session Specifics One-on-one sessions lasting 40-60 minutes
previewed 15 unique concepts
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Session Specifics The concepts were logically grouped and
ordered, simulating sequential steps
taken within the eFiling system
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Session SpecificsThe Kano Method
for Feature Categorization
provided the bulk of the session structure,
but significant amounts of qualitative data
supplement the key findings
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To understand the people we are building experiences for
Discussion format
For this study we arranged questions in groups of three…
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Ask how the participant feels if a feature is present
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Ask how the participant feels if that feature was not present
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Ask how the feature would influence the participant’s decision to purchase the software
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How would you feel if your car got 200 miles to the gallon?
I like It
I expect it
I am neutral
I can tolerate it
I dislike it
Functional Example:
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How would you feel if your car DID NOT get 200 miles to the gallon?
Dysfunctional Example:
I like It
I expect it
I am neutral
I can tolerate it
I dislike it
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How does this feature impact your decision to buy this product?
Pay moreI’d pay more for a service with this feature
Choose over anotherI’d choose a service with this feature over a same-priced service
Rather notI’d rather use a service without this feature
No impactThis feature doesn’t impact my decision
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We created basic mockups to better help participants visualize the questions and features.
*A Note About Kano Mockups
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Exact design and functionality was not important here. The goal was to provide a visual aid to better communicate proposed features.
*A Note About Kano Mockups
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Slight bias toward female with all
of the support staff being female, and a slight majority of attorneys
being male.Male
K E Y F I N D I N G
Demographics
13 Female
7 Male
Gender
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Age was fairly evenly distributed
between the mid-twenties and mid-fifties.
K E Y F I N D I N G
Demographics
Male
9 35-44
7 25-34
Age
4 45-54
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There was a strict 50/50 split
between practicing attorneys and support staff.
K E Y F I N D I N G
Demographics
6 Paralegals
10 AttorneysPosition
4 Legal
Secretaries
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Demographics
The firm sizes were almost equally distributed between small (solo and small) and large (medium and
large).
K E Y F I N D I N G
Firm Size
8 Solo
3 Small
4 Medium
5 Large
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[Dashboard] “I love it! Would it go to my phone?
I rely heavily on my phone?”
[Status Tracking] “That was the coolest”
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Three features performed strongly any way they were analyzed
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Multi-Database Search
Category: Strong Attractive
-0.10 0.95
Percentage Willing to Pay More for Feature
85%
“Top 3” Mentions: 8
“[It] would be worth $100 a month just for the ability to search cross county.”
- P4
P U L L Q U OT E
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Dashboard
Category: Rising Attractive
-0.25 0.90
Percentage Willing to Pay More for Feature
80%
“Top 3” Mentions: 10
“That’s perfect. I love it.” - P19
P U L L Q U OT E S
“Would it go to my phone?…I rely heavily
on my phone.” - P19
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Case Indexing
Category: Strong Attractive
-0.10 0.95
Percentage Willing to Pay More for Feature
90%
“Top 3” Mentions: 7
“The way it is right now is terrible.” - P20
P U L L Q U OT E S
“That was the coolest”
- P19
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“When’s this coming out!?”
- P18
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Findings & Recommendations
Results of the Kano study were shared
in a workshop allowing stakeholders to combine
user feedback and preferences with
organizational abilities
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Findings & Recommendations
This led naturally to a detailed product roadmap
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Feature cards displayed the Kano data in simple format
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Cards were mapped by organizational ability and then placed in the roadmap
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PHASE I: January 1, 2016
The six features slated for January 1 of 2016 will create a
product offering that lays the foundation for a full
product suite. Increasing efficiency will be a major benefit
to users in this first release. Transparency and
information management will also be common themes.
05 W E A K LY AT T R A C T I V E
Should be easy to hide/ignore by the experienced user.
Preferably an action is required to see definitions.
UNMET NEEDS: Efficiency, Clarity
Definitions of Filing Codes
01 S T R O N G LY AT T R A C T I V E
UNMET NEED: Conveinence
Multi-Database Search
08 S T R O N G LY AT T R A C T I V E
UNMET NEEDS: Vigilance, Peace of Mind
Set Alerts
10 R I S I N G AT T R A C T I V E
UNMET NEEDS: Financial Records, Efficiency
Monthly Summary
While Kano participants had a difficult time
understanding the value of this feature,
competitors offer it as a "Strategic Intelligence"
tool. Tyler also has this feature already built.
For these reasons it will be included in the Jan
'16 release, although it is highly recommended
that Tyler initiate an effort to better
understand how this feature might be
positioned and utilized.
13 I N D I F F E R E N T
UNMET NEEDS: Competitive Advantage
Market Research
Services will be offered on a subscription basis.
projekt202 recommends a tiered or packaged
approach with a month-to-month payment option.
14 O N E - D I M E N S I O N A L
UNMET NEED: Unlimited Use
Subscription
06 S T R O N G LY AT T R A C T I V E
UNMET NEEDS: Accountability, Comfort, Transparency
Status Tracking
This first version of the Dashboard will be limited
to eFile data, but will acclimate users to the
concept of using a dashboard.
11.1
R I S I N G AT T R A C T I V E
UNMET NEEDS: Alignment, Information Visibility
Dashboard V1
12 S T R O N G LY AT T R A C T I V E
UNMET NEEDS: Tactile Feel, Personalization, Organization
Case Indexing
15 S T R O N G LY AT T R A C T I V E
UNMET NEEDS: Research, Time, Convenience
Court Recordings
Team discussions determined that the
"Notifications" feature might best be implemented
as part of the Dashboard, rather than as a
separate, attention demaninding alert appearing
un-prompted on the screen.
07 I N D I F F E R E N TUNMET NEED: Immediacy
Notifications
PHASE II: Q2
Transparency will be the dominant theme of Q2. Tyler
will also release features that will help alleviate the
strain and anxiety many users feel from the move away
from paper. New organizational systems and document
tracking will simulate the tactile and visible nature of
paper processes.
Should be implemented in a way that does
not hinder the experienced user.
04 B A S I C A T T R A C T I V EUNMET NEED: Error Prevention
Smart Suggestions
.2
This enhanced Dashboard will include
court-related data such as scheduled hearings.
11 R I S I N G A T T R A C T I V EUNMET NEEDS: Alignment, Information Visibility
Dashboard V2
There was no clear benefit to the study
participants in paying court fees at the end of
the month. ** However, it is anticipated that
there may be some perceieved value in paying
other costs (such as the cost to set an alert) on a
monthly basis. This could be wrapped into a
subscription fee, or could potentially be a fee for
service. Additional information gathered in late
2015/early 2016 would guide implementation.
09 R E V E R S E **UNMET NEEDS: Parity with Competition
Consolidated Monthly Billing
PHASE III: Q4
The three features estimated for a 4th quarter release
either require an intense development effort, siginficant
organizational preparation, or further research. From
reaching parity with competition to a phase two, these
features act in a support role for features previously
developed and released by Tyler for Attorney Services.
02B A S I C A T T R A C T I V E
UNMET NEED: Time
Motion Templates
03 R I S I N G A T T R A C T I V E
UNMET NEED: Time
Step-by-Step Walkthrough
PHASE IV: TBD
Motion Templates and the Step-by-Step walkthrough
must be developed together to best meet the needs of
the user and to most efficiently utilize Tyler's
development capacity. Both features are highly
dependant on external work to research current
market standards. Uncertainties regarding execution
of such a feature push this beyond the forseeable part
of a roadmap.
< < C U S T O M E R A C Q U I S I T I O N TA C T I C S Analytics and tactics are defined and aligned to a phased launch > >
Q3 2015
Identify and Define Roles of:
Customer Journey Mapping
Determine Story Arc
Message Map Creation
Go to Market Plan
PreLaunch
Q4 2015
D E C I S I O N M A K E R & I N F L U E N C E R
Define the benefit (ie. the problem and the solution) for each audience
Phase engagement plan for either the eFile tool or outside the eFile tool
How/when do they realize they need you?
Features and benefits, both short and medium form
Product Roadmap
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The ResolutionHow much did we win? Let us count the ways…
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New appreciation for end-user input
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Increased consideration of experience as a design factor
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The work was presented internally at Tyler in September 2015
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It was previewed to users at the 2016 Odyssey User
Conference
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and…
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Kelly Moran, Projekt202 @Kel_Moran slideshare.net/KellyMoran
Using Research to Identify Features for Attorney Software
TECHNICALLY LEGAL
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FRIDAY 9/9
Big Data + Human Data
Aliza Gold VP of Experience Strategy & Insights
3 – 4 p.m.
Technically Legal: Using Research to Identify Features Kelly Moran Principal Experience Researcher
FRIDAY 9/91– 2 p.m.
SATURDAY 9/101– 2 p.m.
SATURDAY 9/102– 3 p.m.
UX = ROI: It’s Not Just a Myth
Jeremy Johnson VP of Customer Experience
The UX of Your Day Job: How to Remove Organizational Friction
Charlie Trotter Sr. UX Designer
@