“The prototypes we build in Axure are used in conjunction with client meetings. We use them in those meetings to help clients make decisions. In the end, we want to use the tool that lets us quickly communicate and rapidly iterate.”

“The idea is to focus on your business objectives and work backwards to determine strategies that will accomplish them. Your objectives can relate to huge goals or a simple growth project. A key ingredient to this process is identifying friction. Friction hinders your customers’ journey and it holds the secret …