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So you're building a knockout web site, a cool mobile app, or kickstarting an startup idea. But how can you gain a better understanding of your users – your customers – to begin deciphering their needs? How can you figure out who would be interested, or if there's going to be a market? Who is really your target audience? In this talk you explore some user experience design (UX) tools and activities that can help us refine objectives, pave the way for making decisions, determine the shape of a minimum viable product and enhance how we translate brand values to voice and design. Additional material for this talk: Slides: http://slideshare.net/stephtroeth/cheat-your-way-with-ux Thanks to Frank Sippach for recording the videos at beyond tellerrand 2011. Find out about our events at http://beyondtellerrand.com and follow us on twitter @btconf (http://twitter.com/btconf)