SlideShare une entreprise Scribd logo
1  sur  14
Télécharger pour lire hors ligne
T A L K
Designing Solutions
in a Product World
For DevChallenge ‘23
2
Yuri Ternytsky
Co-founder of Practical Product Design
Certified product designer and manager.
I've worked in graphic, UX, and product design,
as well as user research, design, and project
management.
17+ years of experience in the creative
industries.
3
Designing Solutions in a Product World
B E L I E F #1
Product designers are users’
advocates
B E L I E F #2
Product design is all about
solving problems
4
Designing Solutions in a Product World
Resources Activities Outputs
Business
outcomes
Employees, time,
money, etc.
The work they do A new feature,
product, or
service
The result it
generates
(revenue, op.
expenses
decrease, etc).
Kellog Foundation
Execution team tend to focus here Sr. leadership
Why should product designers advocate for users?
5
Designing Solutions in a Product World
Resources Activities Outputs User outcomes
Business
outcomes
Employees, time,
money, etc.
The work they do A new feature,
product, or
service
What people do
with it
The result it
generates
(revenue, op.
expenses
decrease, etc).
Kellog Foundation, modified by Josh Seiden
Execution team tend to focus here Sr. leadership
Missing area
Why should product designers advocate for users?
6
Designing Solutions in a Product World
7
Designing Solutions in a Product World
8
Designing Solutions in a Product World
People don't buy
what you do, they
buy why you do it
Simon Sinek
Author «Start With Why»
9
Designing Solutions in a Product World
People don't buy
what you do, they
buy why you do it
Simon Sinek
Author «Start With Why»
10
Designing Solutions in a Product World
People don't buy
what you do, they
buy why you do it
Simon Sinek
Author «Start With Why»
11
Designing Solutions in a Product World
Product trio →
Lean UX methodology ↓
We work as a team
to reduce waste when
designing products and
services.
Thanks 󰑒
practicalproduct.design

Contenu connexe

Similaire à Designing Solutions in a Product World @ DevChallenge

IT Executive's guide to Design Thinking
IT Executive's guide to Design ThinkingIT Executive's guide to Design Thinking
IT Executive's guide to Design ThinkingAlgarytm
 
IT Executive's Guide to Design thinking | Algarytm
IT Executive's Guide to Design thinking | AlgarytmIT Executive's Guide to Design thinking | Algarytm
IT Executive's Guide to Design thinking | AlgarytmPropel Apps
 
IBM Design Thinking with z/OS Communications Server
IBM Design Thinking with z/OS Communications ServerIBM Design Thinking with z/OS Communications Server
IBM Design Thinking with z/OS Communications ServerzOSCommserver
 
Product Design in Operations Management
Product Design in Operations ManagementProduct Design in Operations Management
Product Design in Operations ManagementSemih Gümüşbaş
 
Stakeholder Persuasion - How to quantify your gut feeling
Stakeholder Persuasion - How to quantify your gut feelingStakeholder Persuasion - How to quantify your gut feeling
Stakeholder Persuasion - How to quantify your gut feelingUser Intelligence
 
ROI of Evolutionary Design to Rapidly Create Innovatively New Products & Serv...
ROI of Evolutionary Design to Rapidly Create Innovatively New Products & Serv...ROI of Evolutionary Design to Rapidly Create Innovatively New Products & Serv...
ROI of Evolutionary Design to Rapidly Create Innovatively New Products & Serv...David Rico
 
The Dual-Track Agile UX Process at Dell EMC
The Dual-Track Agile UX Process at Dell EMCThe Dual-Track Agile UX Process at Dell EMC
The Dual-Track Agile UX Process at Dell EMCuxpin
 
What is Product Management
What is Product ManagementWhat is Product Management
What is Product ManagementMind the Product
 
The Experience Design Framework: A Design Thinking Guide for Product Success ...
The Experience Design Framework: A Design Thinking Guide for Product Success ...The Experience Design Framework: A Design Thinking Guide for Product Success ...
The Experience Design Framework: A Design Thinking Guide for Product Success ...Lang Richardson
 
What does a product manager actually do?
What does a product manager actually do?What does a product manager actually do?
What does a product manager actually do?Graham O'Connor
 
Just Married: User Centered Design and Agile
Just Married: User Centered Design and AgileJust Married: User Centered Design and Agile
Just Married: User Centered Design and AgileMemi Beltrame
 
Design for Innovation (D4I) Framework for Strategic Business Development
Design for Innovation (D4I) Framework for Strategic Business DevelopmentDesign for Innovation (D4I) Framework for Strategic Business Development
Design for Innovation (D4I) Framework for Strategic Business DevelopmentIain Sanders
 
G1_Product-Design-G1_Product-Design-G1_PD
G1_Product-Design-G1_Product-Design-G1_PDG1_Product-Design-G1_Product-Design-G1_PD
G1_Product-Design-G1_Product-Design-G1_PD2020107940
 
What is User Interaction Design Consulting?
What is User Interaction Design Consulting?What is User Interaction Design Consulting?
What is User Interaction Design Consulting?Eluemuno R Blyden
 
What is service design?
What is service design?What is service design?
What is service design?Dhyana Scarano
 
Basic Engineering Design: Overview
Basic Engineering Design:  OverviewBasic Engineering Design:  Overview
Basic Engineering Design: OverviewDenise Wilson
 
Julie Xu (Carta) - Designing a product experience vision at scale
Julie Xu (Carta) - Designing a product experience vision at scaleJulie Xu (Carta) - Designing a product experience vision at scale
Julie Xu (Carta) - Designing a product experience vision at scaleTechsylvania
 

Similaire à Designing Solutions in a Product World @ DevChallenge (20)

IT Executive's guide to Design Thinking
IT Executive's guide to Design ThinkingIT Executive's guide to Design Thinking
IT Executive's guide to Design Thinking
 
Ced chapter one rgpv
Ced chapter one rgpv Ced chapter one rgpv
Ced chapter one rgpv
 
Integrating UX, Lean and Agile to your Advantage
Integrating UX, Lean and Agile to your AdvantageIntegrating UX, Lean and Agile to your Advantage
Integrating UX, Lean and Agile to your Advantage
 
IT Executive's Guide to Design thinking | Algarytm
IT Executive's Guide to Design thinking | AlgarytmIT Executive's Guide to Design thinking | Algarytm
IT Executive's Guide to Design thinking | Algarytm
 
IBM Design Thinking with z/OS Communications Server
IBM Design Thinking with z/OS Communications ServerIBM Design Thinking with z/OS Communications Server
IBM Design Thinking with z/OS Communications Server
 
Product Design in Operations Management
Product Design in Operations ManagementProduct Design in Operations Management
Product Design in Operations Management
 
Stakeholder Persuasion - How to quantify your gut feeling
Stakeholder Persuasion - How to quantify your gut feelingStakeholder Persuasion - How to quantify your gut feeling
Stakeholder Persuasion - How to quantify your gut feeling
 
ROI of Evolutionary Design to Rapidly Create Innovatively New Products & Serv...
ROI of Evolutionary Design to Rapidly Create Innovatively New Products & Serv...ROI of Evolutionary Design to Rapidly Create Innovatively New Products & Serv...
ROI of Evolutionary Design to Rapidly Create Innovatively New Products & Serv...
 
The Dual-Track Agile UX Process at Dell EMC
The Dual-Track Agile UX Process at Dell EMCThe Dual-Track Agile UX Process at Dell EMC
The Dual-Track Agile UX Process at Dell EMC
 
Redesign design V2.0
Redesign design V2.0Redesign design V2.0
Redesign design V2.0
 
What is Product Management
What is Product ManagementWhat is Product Management
What is Product Management
 
The Experience Design Framework: A Design Thinking Guide for Product Success ...
The Experience Design Framework: A Design Thinking Guide for Product Success ...The Experience Design Framework: A Design Thinking Guide for Product Success ...
The Experience Design Framework: A Design Thinking Guide for Product Success ...
 
What does a product manager actually do?
What does a product manager actually do?What does a product manager actually do?
What does a product manager actually do?
 
Just Married: User Centered Design and Agile
Just Married: User Centered Design and AgileJust Married: User Centered Design and Agile
Just Married: User Centered Design and Agile
 
Design for Innovation (D4I) Framework for Strategic Business Development
Design for Innovation (D4I) Framework for Strategic Business DevelopmentDesign for Innovation (D4I) Framework for Strategic Business Development
Design for Innovation (D4I) Framework for Strategic Business Development
 
G1_Product-Design-G1_Product-Design-G1_PD
G1_Product-Design-G1_Product-Design-G1_PDG1_Product-Design-G1_Product-Design-G1_PD
G1_Product-Design-G1_Product-Design-G1_PD
 
What is User Interaction Design Consulting?
What is User Interaction Design Consulting?What is User Interaction Design Consulting?
What is User Interaction Design Consulting?
 
What is service design?
What is service design?What is service design?
What is service design?
 
Basic Engineering Design: Overview
Basic Engineering Design:  OverviewBasic Engineering Design:  Overview
Basic Engineering Design: Overview
 
Julie Xu (Carta) - Designing a product experience vision at scale
Julie Xu (Carta) - Designing a product experience vision at scaleJulie Xu (Carta) - Designing a product experience vision at scale
Julie Xu (Carta) - Designing a product experience vision at scale
 

Plus de Yuri Ternytsky

KyivUX Meetup 2 - Design Systems for White Label products Ignite.pdf
KyivUX Meetup 2 - Design Systems for White Label products Ignite.pdfKyivUX Meetup 2 - Design Systems for White Label products Ignite.pdf
KyivUX Meetup 2 - Design Systems for White Label products Ignite.pdfYuri Ternytsky
 
Ключові компетенції дизайнера
Ключові компетенції дизайнераКлючові компетенції дизайнера
Ключові компетенції дизайнераYuri Ternytsky
 
Як комунікувати цінність користувацького досвіду
Як комунікувати цінність користувацького досвідуЯк комунікувати цінність користувацького досвіду
Як комунікувати цінність користувацького досвідуYuri Ternytsky
 
Design QA або чому дизайнерам слід вийти «за рамки Figma».
Design QA або чому дизайнерам слід вийти «за рамки Figma». Design QA або чому дизайнерам слід вийти «за рамки Figma».
Design QA або чому дизайнерам слід вийти «за рамки Figma». Yuri Ternytsky
 
Основні метрики юзабіліті тестування
Основні метрики юзабіліті тестуванняОсновні метрики юзабіліті тестування
Основні метрики юзабіліті тестуванняYuri Ternytsky
 

Plus de Yuri Ternytsky (6)

KyivUX Meetup 2 - Design Systems for White Label products Ignite.pdf
KyivUX Meetup 2 - Design Systems for White Label products Ignite.pdfKyivUX Meetup 2 - Design Systems for White Label products Ignite.pdf
KyivUX Meetup 2 - Design Systems for White Label products Ignite.pdf
 
Ключові компетенції дизайнера
Ключові компетенції дизайнераКлючові компетенції дизайнера
Ключові компетенції дизайнера
 
Основи Lean UX
Основи Lean UXОснови Lean UX
Основи Lean UX
 
Як комунікувати цінність користувацького досвіду
Як комунікувати цінність користувацького досвідуЯк комунікувати цінність користувацького досвіду
Як комунікувати цінність користувацького досвіду
 
Design QA або чому дизайнерам слід вийти «за рамки Figma».
Design QA або чому дизайнерам слід вийти «за рамки Figma». Design QA або чому дизайнерам слід вийти «за рамки Figma».
Design QA або чому дизайнерам слід вийти «за рамки Figma».
 
Основні метрики юзабіліті тестування
Основні метрики юзабіліті тестуванняОсновні метрики юзабіліті тестування
Основні метрики юзабіліті тестування
 

Dernier

How to Be Famous in your Field just visit our Site
How to Be Famous in your Field just visit our SiteHow to Be Famous in your Field just visit our Site
How to Be Famous in your Field just visit our Sitegalleryaagency
 
Call Girls Satellite 7397865700 Ridhima Hire Me Full Night
Call Girls Satellite 7397865700 Ridhima Hire Me Full NightCall Girls Satellite 7397865700 Ridhima Hire Me Full Night
Call Girls Satellite 7397865700 Ridhima Hire Me Full Nightssuser7cb4ff
 
VIP Kolkata Call Girl Gariahat 👉 8250192130 Available With Room
VIP Kolkata Call Girl Gariahat 👉 8250192130  Available With RoomVIP Kolkata Call Girl Gariahat 👉 8250192130  Available With Room
VIP Kolkata Call Girl Gariahat 👉 8250192130 Available With Roomdivyansh0kumar0
 
Housewife Call Girls NRI Layout - Call 7001305949 Rs-3500 with A/C Room Cash ...
Housewife Call Girls NRI Layout - Call 7001305949 Rs-3500 with A/C Room Cash ...Housewife Call Girls NRI Layout - Call 7001305949 Rs-3500 with A/C Room Cash ...
Housewife Call Girls NRI Layout - Call 7001305949 Rs-3500 with A/C Room Cash ...narwatsonia7
 
办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一
办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一
办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一Fi L
 
NATA 2024 SYLLABUS, full syllabus explained in detail
NATA 2024 SYLLABUS, full syllabus explained in detailNATA 2024 SYLLABUS, full syllabus explained in detail
NATA 2024 SYLLABUS, full syllabus explained in detailDesigntroIntroducing
 
定制(RMIT毕业证书)澳洲墨尔本皇家理工大学毕业证成绩单原版一比一
定制(RMIT毕业证书)澳洲墨尔本皇家理工大学毕业证成绩单原版一比一定制(RMIT毕业证书)澳洲墨尔本皇家理工大学毕业证成绩单原版一比一
定制(RMIT毕业证书)澳洲墨尔本皇家理工大学毕业证成绩单原版一比一lvtagr7
 
VIP Call Girls Service Kukatpally Hyderabad Call +91-8250192130
VIP Call Girls Service Kukatpally Hyderabad Call +91-8250192130VIP Call Girls Service Kukatpally Hyderabad Call +91-8250192130
VIP Call Girls Service Kukatpally Hyderabad Call +91-8250192130Suhani Kapoor
 
shot list for my tv series two steps back
shot list for my tv series two steps backshot list for my tv series two steps back
shot list for my tv series two steps back17lcow074
 
call girls in Harsh Vihar (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Harsh Vihar (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️call girls in Harsh Vihar (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Harsh Vihar (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️9953056974 Low Rate Call Girls In Saket, Delhi NCR
 
SCRIP Lua HTTP PROGRACMACION PLC WECON CA
SCRIP Lua HTTP PROGRACMACION PLC  WECON CASCRIP Lua HTTP PROGRACMACION PLC  WECON CA
SCRIP Lua HTTP PROGRACMACION PLC WECON CANestorGamez6
 
306MTAMount UCLA University Bachelor's Diploma in Social Media
306MTAMount UCLA University Bachelor's Diploma in Social Media306MTAMount UCLA University Bachelor's Diploma in Social Media
306MTAMount UCLA University Bachelor's Diploma in Social MediaD SSS
 
Abu Dhabi Call Girls O58993O4O2 Call Girls in Abu Dhabi`
Abu Dhabi Call Girls O58993O4O2 Call Girls in Abu Dhabi`Abu Dhabi Call Girls O58993O4O2 Call Girls in Abu Dhabi`
Abu Dhabi Call Girls O58993O4O2 Call Girls in Abu Dhabi`dajasot375
 
WAEC Carpentry and Joinery Past Questions
WAEC Carpentry and Joinery Past QuestionsWAEC Carpentry and Joinery Past Questions
WAEC Carpentry and Joinery Past QuestionsCharles Obaleagbon
 
(办理学位证)埃迪斯科文大学毕业证成绩单原版一比一
(办理学位证)埃迪斯科文大学毕业证成绩单原版一比一(办理学位证)埃迪斯科文大学毕业证成绩单原版一比一
(办理学位证)埃迪斯科文大学毕业证成绩单原版一比一Fi sss
 
3D Printing And Designing Final Report.pdf
3D Printing And Designing Final Report.pdf3D Printing And Designing Final Report.pdf
3D Printing And Designing Final Report.pdfSwaraliBorhade
 
Passbook project document_april_21__.pdf
Passbook project document_april_21__.pdfPassbook project document_april_21__.pdf
Passbook project document_april_21__.pdfvaibhavkanaujia
 
Cosumer Willingness to Pay for Sustainable Bricks
Cosumer Willingness to Pay for Sustainable BricksCosumer Willingness to Pay for Sustainable Bricks
Cosumer Willingness to Pay for Sustainable Bricksabhishekparmar618
 

Dernier (20)

How to Be Famous in your Field just visit our Site
How to Be Famous in your Field just visit our SiteHow to Be Famous in your Field just visit our Site
How to Be Famous in your Field just visit our Site
 
Call Girls Satellite 7397865700 Ridhima Hire Me Full Night
Call Girls Satellite 7397865700 Ridhima Hire Me Full NightCall Girls Satellite 7397865700 Ridhima Hire Me Full Night
Call Girls Satellite 7397865700 Ridhima Hire Me Full Night
 
VIP Kolkata Call Girl Gariahat 👉 8250192130 Available With Room
VIP Kolkata Call Girl Gariahat 👉 8250192130  Available With RoomVIP Kolkata Call Girl Gariahat 👉 8250192130  Available With Room
VIP Kolkata Call Girl Gariahat 👉 8250192130 Available With Room
 
Housewife Call Girls NRI Layout - Call 7001305949 Rs-3500 with A/C Room Cash ...
Housewife Call Girls NRI Layout - Call 7001305949 Rs-3500 with A/C Room Cash ...Housewife Call Girls NRI Layout - Call 7001305949 Rs-3500 with A/C Room Cash ...
Housewife Call Girls NRI Layout - Call 7001305949 Rs-3500 with A/C Room Cash ...
 
办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一
办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一
办理学位证(TheAuckland证书)新西兰奥克兰大学毕业证成绩单原版一比一
 
NATA 2024 SYLLABUS, full syllabus explained in detail
NATA 2024 SYLLABUS, full syllabus explained in detailNATA 2024 SYLLABUS, full syllabus explained in detail
NATA 2024 SYLLABUS, full syllabus explained in detail
 
定制(RMIT毕业证书)澳洲墨尔本皇家理工大学毕业证成绩单原版一比一
定制(RMIT毕业证书)澳洲墨尔本皇家理工大学毕业证成绩单原版一比一定制(RMIT毕业证书)澳洲墨尔本皇家理工大学毕业证成绩单原版一比一
定制(RMIT毕业证书)澳洲墨尔本皇家理工大学毕业证成绩单原版一比一
 
VIP Call Girls Service Kukatpally Hyderabad Call +91-8250192130
VIP Call Girls Service Kukatpally Hyderabad Call +91-8250192130VIP Call Girls Service Kukatpally Hyderabad Call +91-8250192130
VIP Call Girls Service Kukatpally Hyderabad Call +91-8250192130
 
shot list for my tv series two steps back
shot list for my tv series two steps backshot list for my tv series two steps back
shot list for my tv series two steps back
 
call girls in Harsh Vihar (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Harsh Vihar (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️call girls in Harsh Vihar (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Harsh Vihar (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
 
young call girls in Vivek Vihar🔝 9953056974 🔝 Delhi escort Service
young call girls in Vivek Vihar🔝 9953056974 🔝 Delhi escort Serviceyoung call girls in Vivek Vihar🔝 9953056974 🔝 Delhi escort Service
young call girls in Vivek Vihar🔝 9953056974 🔝 Delhi escort Service
 
SCRIP Lua HTTP PROGRACMACION PLC WECON CA
SCRIP Lua HTTP PROGRACMACION PLC  WECON CASCRIP Lua HTTP PROGRACMACION PLC  WECON CA
SCRIP Lua HTTP PROGRACMACION PLC WECON CA
 
306MTAMount UCLA University Bachelor's Diploma in Social Media
306MTAMount UCLA University Bachelor's Diploma in Social Media306MTAMount UCLA University Bachelor's Diploma in Social Media
306MTAMount UCLA University Bachelor's Diploma in Social Media
 
Abu Dhabi Call Girls O58993O4O2 Call Girls in Abu Dhabi`
Abu Dhabi Call Girls O58993O4O2 Call Girls in Abu Dhabi`Abu Dhabi Call Girls O58993O4O2 Call Girls in Abu Dhabi`
Abu Dhabi Call Girls O58993O4O2 Call Girls in Abu Dhabi`
 
WAEC Carpentry and Joinery Past Questions
WAEC Carpentry and Joinery Past QuestionsWAEC Carpentry and Joinery Past Questions
WAEC Carpentry and Joinery Past Questions
 
Cheap Rate Call girls Kalkaji 9205541914 shot 1500 night
Cheap Rate Call girls Kalkaji 9205541914 shot 1500 nightCheap Rate Call girls Kalkaji 9205541914 shot 1500 night
Cheap Rate Call girls Kalkaji 9205541914 shot 1500 night
 
(办理学位证)埃迪斯科文大学毕业证成绩单原版一比一
(办理学位证)埃迪斯科文大学毕业证成绩单原版一比一(办理学位证)埃迪斯科文大学毕业证成绩单原版一比一
(办理学位证)埃迪斯科文大学毕业证成绩单原版一比一
 
3D Printing And Designing Final Report.pdf
3D Printing And Designing Final Report.pdf3D Printing And Designing Final Report.pdf
3D Printing And Designing Final Report.pdf
 
Passbook project document_april_21__.pdf
Passbook project document_april_21__.pdfPassbook project document_april_21__.pdf
Passbook project document_april_21__.pdf
 
Cosumer Willingness to Pay for Sustainable Bricks
Cosumer Willingness to Pay for Sustainable BricksCosumer Willingness to Pay for Sustainable Bricks
Cosumer Willingness to Pay for Sustainable Bricks
 

Designing Solutions in a Product World @ DevChallenge

  • 1. T A L K Designing Solutions in a Product World For DevChallenge ‘23
  • 2. 2 Yuri Ternytsky Co-founder of Practical Product Design Certified product designer and manager. I've worked in graphic, UX, and product design, as well as user research, design, and project management. 17+ years of experience in the creative industries.
  • 3. 3 Designing Solutions in a Product World B E L I E F #1 Product designers are users’ advocates B E L I E F #2 Product design is all about solving problems
  • 4. 4 Designing Solutions in a Product World Resources Activities Outputs Business outcomes Employees, time, money, etc. The work they do A new feature, product, or service The result it generates (revenue, op. expenses decrease, etc). Kellog Foundation Execution team tend to focus here Sr. leadership Why should product designers advocate for users?
  • 5. 5 Designing Solutions in a Product World Resources Activities Outputs User outcomes Business outcomes Employees, time, money, etc. The work they do A new feature, product, or service What people do with it The result it generates (revenue, op. expenses decrease, etc). Kellog Foundation, modified by Josh Seiden Execution team tend to focus here Sr. leadership Missing area Why should product designers advocate for users?
  • 6. 6 Designing Solutions in a Product World
  • 7. 7 Designing Solutions in a Product World
  • 8. 8 Designing Solutions in a Product World People don't buy what you do, they buy why you do it Simon Sinek Author «Start With Why»
  • 9. 9 Designing Solutions in a Product World People don't buy what you do, they buy why you do it Simon Sinek Author «Start With Why»
  • 10. 10 Designing Solutions in a Product World People don't buy what you do, they buy why you do it Simon Sinek Author «Start With Why»
  • 11. 11 Designing Solutions in a Product World Product trio → Lean UX methodology ↓ We work as a team to reduce waste when designing products and services.
  • 12.
  • 13.