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#UXCE16, Berlin, June 25 2016 | Rupert Platz | @r000pert
Value,Cost&Persuasion
or:howtosellthecarrot
Usersaresupposedtodosomething.
• look?
• read?
• understand?
• click?
• register?
• create a profile?
• log in?
• subscribe?
• follow / like / add?
Will they ...
• give app permission?
• use feature?
• recommend?
• contact?
• download?
• contribute?
• participate?
• buy?
• return?
• win prospects?
• win customers?
• engabe customers?
• retain customers?
... so that we might...
• sell products?
• obtain data?
• get our message across?
• relieve other channels?
• etc.
It‘s not about whether they can.
Susan Weinschenk: 7 principles that make your website more engaging youtube.com/watch?v=3J85SUZFXNM
Design for usability
It‘s about whether they will.
Susan Weinschenk: 7 principles that make your website more engaging youtube.com/watch?v=3J85SUZFXNM
Design for usability Design for action
Conversion=
Usersactinawaythathelpsus
achieveourgoals.
Set KPIs, track, change, compare, optimize
Best practices, patterns and standard recipes galore
theultralinx.com/perfect-landing-page commerce-persuasion-strategies-gender-divide
The bag of psychological design tricks
Susan Weinschenk: 7 principles that make your website more engaging youtube.com/watch?v=3J85SUZFXNM
„You can put lipstick on a pig, but it‘ll still be a pig.“
CC flickr.com/photos/atwatervillage/2847838478/
A good conversion rate optimization (CRO) process seeks
to form well-informed test hypotheses.
conversionxl.com/wp-content/Essentials-of-Conversion-Optimization-by-ConversionXL.pdf
Technical
analysis
Qualitative
heuristic
walkthrough
Web
analytics
analysis
Mouse
tracking
analysis
Qualitative research
/
surveys
Sum-up and
translate into test
hypotheses
User
testing
1 72 3 4 5 6
Define areas of improvement –
based on experience
& existing customer knowledge
Firstquestiontoask:
Whichtricks&tweakscanweuse
togetmorepeopletoacttheway
wewant?
Firstquestiontoask:
Whyshouldtheywanttoact?
What‘sinitforthem?
Peoplewillonyactthewaywe
wantiftheyseeavalueindoing
so.
That‘swhyallconversionsare
transactionsinthefirstplace,not
manipulations:
Anexchangeofvalueforcost.
get some value:
As a user, I want to...
invest some value:
In exchange, I have to...
• Achieve a task
• Solve a problem
• Satisfy a need
• My time
• My mental effort
• My data
• My money
€
Perceived value needs to exceed perceived cost.
> €
And if it doesn‘t: What can we do about it?
Raise
value?
Lower
cost?
Influence
perception?
€
„Threereasonswhyyourvisitorswon‘t
convert:
-Theydon‘tneedit.
-Theydon‘twantitenough.
-Theydon‘tgetit.“
startupgrind.com/blog/the-three-reasons-why-your-visitors-dont-covert/
Laura Klein, author uf „UX for lean startups“
Valuevs.cost
• Attractiveness of value
• Pressure of situation
• Context of action
• Alternate solutions
How compelling is the value?
(or: is the carrot big enough?)
I love fresh, crunchy carrots!
I need to cook something this evening!
I‘m standing near the vegetable shelf.
My fridge is empty,
the next supermarket is far away,
I can‘t cook the recipe with tomatoes.
Value:
Example: Check my frequent flyer miles
Knowing how many
miles I was credited
for last weeks‘ flight
• Attractiveness: Medium
• Pressure: None
• Context: Random
• Alternate solutions:
Don‘t do / do later
Value:
Example: Check my frequent flyer miles
Cost:
Knowing how many
miles I was credited
for last weeks‘ filght
6. Check my mileage account
1. Take smartphone and unlock
2. Select & start browser app
3. Search & find airline website
4. Search & find frequent flyer login
5. Enter username & password
6.
Task Shifts are costly:
Must do A & B to achieve C
-> Cost adds up throughout
the process
1. Go to online shop
2. Select categories / set filters
3. Narrow down selection
4. Select product
5. Select color & size
6. Enter adress, payment data, t&c, ...
7. Complete purchase
Value:
Buy shoes online
Cost:
Need new shoes!
€
8. Wait for delivery
9. Receive / collect delivery
79,80 €
Breaks are costly:
- Wait
- Change medium
- Change location
- Switch applications
- Switch device
Value:
Who‘s interested
in me?
See who‘s visited your Linkedin profile
Cost:
1. Click link in email
2. See profile visitors on website
(Linkedin 2016 vs. 2012)
thenextweb.com/insider/2015/08/16/when-pain-is-a-good-thing/
Value:
Who‘s looked at
my profile?
See who‘s visited your profile
Cost:
1. Click link in email
2. See profile visitors on website
Sucessful transaction:
If value is high enough, cost
may be raised above
minimum
Value:
II want a 0.05%
higher interest on
my money.
Open a daily allowance account in germany
Cost:
1. Enter personal data (25 fields)
2. Select username (6-12 characters + numbers)
3. Read and accept terms & conditions
4. Read & unterstand next steps
5. Print PostIdent coupon
6. Go to post office, wait in queue
7. Have identification check made
8. Wait three days
9. Receive confirmation mail: ID checked
10. Wait another three days
11. Check bank account for test transfer
Value:
II want a 0.05%
higher interest on
my money.
8. Wait three days
9. Receive confirmation mail: ID checked
10. Wait another three days
11. Check bank account for test transfer
12. Open confirmation mail again
13. Download PDF instructions & read
14. Go to login page of bank
15. Enter user name
16. Take smartphone, receive mTAN
17. Read & type mTAN in field
18. Select password (6-12 characters + numbers)
19. Define two security questions
20. Enter test transfer amount
21. Transfer your money to new account
Bad deal:
Value too small,
and ridiculously
overpriced
New online identification procedures:
Less cost instead of higher value
What‘sthealternativetoour
valueoffering?
Compare competitors and alternate solutions:
Our offering: Competitor: Current Solution: Do nothing:
B2B app for beverage wholesale ordering
Take smartphone
Turn on & unlock
Swipe to homescreen #2
Select/ start ordering app
Select type of beverage
Select product / flavour
Value: Cost of using app:
I need to reorder
50 crates of
lemonade for my
restaurant.
Date & adress of delivery
Submit order
Bottle size / quantity
Pick up fixed line phone
Call contact #5
Cost of calling salesman:
„Same as last week?“ „yes.“
BMW remote app
Take smartphone
Turn on & unlock
Swipe to homescreen #2
Select & start BMW app
Select unlock function
Press „unlock“
Value: Cost of app:
I want to drive
home.
Sit inside
Start engine & drive
Open door
Take key
Unlock car
Cost of using key:
Sit inside
Start engine & drive
Open door
boagworld.com/marketing/users-will-always-choose-the-easiest-option
Balancingvalue&cost
Value:
Ingredients app for large restaurant chain
Knowing about the
ingredients in the
food & where they
come from
1. Take Smartphone, turn on, unlock
2. Find & start app store
3. Find restaurant app
4. Download & install restaurant app
5. Find & start restaurant app
6. Select receipt scanner function in app
8. See & read content on ingredients
Cost:
7. Scan code on receipt
Value:
Can we lower the cost?
Knowing about the
ingredients in the
food & where they
come from
1. Take Smartphone, turn on, unlock
2. Find & start browser
3. Type in short vanity url on receipt
4. See & read content on ingredients website
Cost:
Value:
Can we increase the core value?
Knowing about the
ingredients in my dish
today & where
exactly they come
from
1. Take Smartphone, turn on, unlock
2. Find & start browser
3. Type in short vanity url on receipt
4. Give page location permission
Cost:
5. See & read content on ingredients website
Value:
Can we offer additional value?
Knowing about the
ingredients in my dish
today & where
exactly they come
from and get a 20%
off on next meal
+
Cost:
7. Redeem coupon
6. Downlad coupon
€
1. Take Smartphone, turn on, unlock
2. Find & start browser
3. Type in short vanity url on receipt
4. Give page location permission
Cost:
5. See & read content on ingredients website
Can we lower the cost even more?
Cost of a printed flyer:
Too cheap:
We need CRM data and
trackability!
Value:
1. Take Flyer
2. See & read content on ingredients
Knowing about the
ingredients in the
food & where they
come from
Checklist
Could we offer something more...
• substantial?
E.g. comprehensive study, not just a one-page whitepaper
• specific?
E.g. recipe newsletter specifically for vegan gourmets
• individual?
E.g. “your fastest way to work now“, not just city traffic news
• unique?
E.g. „the only email client you can transfer money with“
Increase value #1: Quality
Would it help to offer ...
• larger amounts?
20 GB, not just 10 GB / 2 months free trial, not just one
• higher frequency?
Daily updates, not just weekly
• additional value on top?
“15% off on all products if you subscribe to our newsletter“
Increase value #2: Quantity
How can we reduce ...
• task shifts?
Do users absolutely have to log in to see our price list?
• breaks?
(change of software, device, medium, location ...?)
Can‘t people answer directly within their email client?
• waiting time?
Why does it take three days to activate new accounts?
Lower cost #1: Leass shifts, less hurdles
More minimalistic?
Help and examples?
Smart Defaults?
More intuitive?
Personal data import?
Selection recommendation?
Lower cost #2: More flow, less cognitive load
Susan Weinschenk: 100 things designers should know about people, 2011
Do we really really need ...
• title, gender, first & last name, mobile + fixed line number,
exact birth date, etc. (at this point)?
• App permission to access photos, contacts, location, ...?
• Cookie permissions?
Lower cost #3: Ask for less data?
Caution:
Makingitchaperdoesn‘tmean
it‘sbetter.
Distinguish: mandatory vs. nice-to-have costs.
Essential for
function /
compliance
(feasibility)
Essential for
business
goals
(viability)
Everything
else:
Kill it!
Value: Cost:
Space for discussion 
Business goals: What do we want to attain?
Quality or Quantity?
Set cost as
low as possible
Convert much
Set cost as
high as necessary
Convert well
- Online-Shops
- Well-known products
- App permissions
- Lead qualification
(e.g. dating, recruiting)
- User gen. Content quality
- Complex / products
And,finally,thelipstick:
Tellthetruthwell.
How can we show the deal from its best side?
Increase
value
Lower
cost
Influence
perception
€
Users need answers to six questions:
What‘s in it for me?
Promise value
What do I have to invest
in return?
Disclose cost
Why should I trust you?
Deliver proof
How does it work?
Explain solution
How is it superior?
Differentiate
Why should I do this
now?
Trigger action
What‘s in in for me?
Show the value effect: I want that, too!
What‘s in it for me?
Communicate value effect rather than features
blog.intercom.io/give-your-customers-best-practices-not-just-faqs/
How does it work?
Show concrete, realistic examples
How is it superior?
Refer to the pain of current solutions
What do I have to invest?
Be transparent about the deal, show cost advantages
Freebies / Try before you buy
Guarantees
Trust brands
Data proof
Social proof
Reference brands
Why should I trust you?
Deliver credible evidence
Why should I act now?
Ask for the investment when the value is most evident
Contacts access permission given:
• On app onboarding: 67%
• On sharing first photo: 99%
Why should I act now?
Create a sense of urgency.
Call to Action
Scarcity / FOMA
Cost of not acting
• Value beats feature
• Story beats description
• Proof beats promise
• Genuine beats fake
• Supporting beats manipulating
Make-up tips:
All to be proven with data
for your particular project
(just like anything
said in this talk)
Checklist: Define areas of improvement
to develop your hypotheses.
Increase value:
More substance?
More specific?
More individual?
More unique?
Higher amount / frequency?
Lower cost:
Less task shifts?
Less breaks / waiting time?
Less data?
Less money?
Influence perception:
Sharpen value promise?
Explain more concretely?
Convey uniqueness?
€
Make cost transparent?
Deliver proof?
Trigger action?
twitter.com/r000pert
linkedin.com/in/rupertplatz
xing.com/profile/Rupert_Platz
slideshare.net/r000pert/
Thankyou!

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Conversion = value - cost + persuasion, or: How to sell the carrot

  • 1. #UXCE16, Berlin, June 25 2016 | Rupert Platz | @r000pert Value,Cost&Persuasion or:howtosellthecarrot
  • 3. • look? • read? • understand? • click? • register? • create a profile? • log in? • subscribe? • follow / like / add? Will they ... • give app permission? • use feature? • recommend? • contact? • download? • contribute? • participate? • buy? • return?
  • 4. • win prospects? • win customers? • engabe customers? • retain customers? ... so that we might... • sell products? • obtain data? • get our message across? • relieve other channels? • etc.
  • 5. It‘s not about whether they can. Susan Weinschenk: 7 principles that make your website more engaging youtube.com/watch?v=3J85SUZFXNM Design for usability
  • 6. It‘s about whether they will. Susan Weinschenk: 7 principles that make your website more engaging youtube.com/watch?v=3J85SUZFXNM Design for usability Design for action
  • 8. Set KPIs, track, change, compare, optimize
  • 9. Best practices, patterns and standard recipes galore theultralinx.com/perfect-landing-page commerce-persuasion-strategies-gender-divide
  • 10. The bag of psychological design tricks Susan Weinschenk: 7 principles that make your website more engaging youtube.com/watch?v=3J85SUZFXNM
  • 11. „You can put lipstick on a pig, but it‘ll still be a pig.“ CC flickr.com/photos/atwatervillage/2847838478/
  • 12. A good conversion rate optimization (CRO) process seeks to form well-informed test hypotheses. conversionxl.com/wp-content/Essentials-of-Conversion-Optimization-by-ConversionXL.pdf Technical analysis Qualitative heuristic walkthrough Web analytics analysis Mouse tracking analysis Qualitative research / surveys Sum-up and translate into test hypotheses User testing 1 72 3 4 5 6 Define areas of improvement – based on experience & existing customer knowledge
  • 17. get some value: As a user, I want to... invest some value: In exchange, I have to... • Achieve a task • Solve a problem • Satisfy a need • My time • My mental effort • My data • My money €
  • 18. Perceived value needs to exceed perceived cost. > €
  • 19. And if it doesn‘t: What can we do about it? Raise value? Lower cost? Influence perception? €
  • 22. • Attractiveness of value • Pressure of situation • Context of action • Alternate solutions How compelling is the value? (or: is the carrot big enough?) I love fresh, crunchy carrots! I need to cook something this evening! I‘m standing near the vegetable shelf. My fridge is empty, the next supermarket is far away, I can‘t cook the recipe with tomatoes.
  • 23. Value: Example: Check my frequent flyer miles Knowing how many miles I was credited for last weeks‘ flight • Attractiveness: Medium • Pressure: None • Context: Random • Alternate solutions: Don‘t do / do later
  • 24. Value: Example: Check my frequent flyer miles Cost: Knowing how many miles I was credited for last weeks‘ filght 6. Check my mileage account 1. Take smartphone and unlock 2. Select & start browser app 3. Search & find airline website 4. Search & find frequent flyer login 5. Enter username & password 6. Task Shifts are costly: Must do A & B to achieve C -> Cost adds up throughout the process
  • 25. 1. Go to online shop 2. Select categories / set filters 3. Narrow down selection 4. Select product 5. Select color & size 6. Enter adress, payment data, t&c, ... 7. Complete purchase Value: Buy shoes online Cost: Need new shoes! € 8. Wait for delivery 9. Receive / collect delivery 79,80 € Breaks are costly: - Wait - Change medium - Change location - Switch applications - Switch device
  • 26. Value: Who‘s interested in me? See who‘s visited your Linkedin profile Cost: 1. Click link in email 2. See profile visitors on website
  • 27. (Linkedin 2016 vs. 2012) thenextweb.com/insider/2015/08/16/when-pain-is-a-good-thing/
  • 28. Value: Who‘s looked at my profile? See who‘s visited your profile Cost: 1. Click link in email 2. See profile visitors on website Sucessful transaction: If value is high enough, cost may be raised above minimum
  • 29. Value: II want a 0.05% higher interest on my money. Open a daily allowance account in germany Cost: 1. Enter personal data (25 fields) 2. Select username (6-12 characters + numbers) 3. Read and accept terms & conditions 4. Read & unterstand next steps 5. Print PostIdent coupon 6. Go to post office, wait in queue 7. Have identification check made 8. Wait three days 9. Receive confirmation mail: ID checked 10. Wait another three days 11. Check bank account for test transfer
  • 30. Value: II want a 0.05% higher interest on my money. 8. Wait three days 9. Receive confirmation mail: ID checked 10. Wait another three days 11. Check bank account for test transfer 12. Open confirmation mail again 13. Download PDF instructions & read 14. Go to login page of bank 15. Enter user name 16. Take smartphone, receive mTAN 17. Read & type mTAN in field 18. Select password (6-12 characters + numbers) 19. Define two security questions 20. Enter test transfer amount 21. Transfer your money to new account Bad deal: Value too small, and ridiculously overpriced
  • 31. New online identification procedures: Less cost instead of higher value
  • 33. Compare competitors and alternate solutions: Our offering: Competitor: Current Solution: Do nothing:
  • 34. B2B app for beverage wholesale ordering Take smartphone Turn on & unlock Swipe to homescreen #2 Select/ start ordering app Select type of beverage Select product / flavour Value: Cost of using app: I need to reorder 50 crates of lemonade for my restaurant. Date & adress of delivery Submit order Bottle size / quantity Pick up fixed line phone Call contact #5 Cost of calling salesman: „Same as last week?“ „yes.“
  • 35. BMW remote app Take smartphone Turn on & unlock Swipe to homescreen #2 Select & start BMW app Select unlock function Press „unlock“ Value: Cost of app: I want to drive home. Sit inside Start engine & drive Open door Take key Unlock car Cost of using key: Sit inside Start engine & drive Open door boagworld.com/marketing/users-will-always-choose-the-easiest-option
  • 37. Value: Ingredients app for large restaurant chain Knowing about the ingredients in the food & where they come from 1. Take Smartphone, turn on, unlock 2. Find & start app store 3. Find restaurant app 4. Download & install restaurant app 5. Find & start restaurant app 6. Select receipt scanner function in app 8. See & read content on ingredients Cost: 7. Scan code on receipt
  • 38. Value: Can we lower the cost? Knowing about the ingredients in the food & where they come from 1. Take Smartphone, turn on, unlock 2. Find & start browser 3. Type in short vanity url on receipt 4. See & read content on ingredients website Cost:
  • 39. Value: Can we increase the core value? Knowing about the ingredients in my dish today & where exactly they come from 1. Take Smartphone, turn on, unlock 2. Find & start browser 3. Type in short vanity url on receipt 4. Give page location permission Cost: 5. See & read content on ingredients website
  • 40. Value: Can we offer additional value? Knowing about the ingredients in my dish today & where exactly they come from and get a 20% off on next meal + Cost: 7. Redeem coupon 6. Downlad coupon € 1. Take Smartphone, turn on, unlock 2. Find & start browser 3. Type in short vanity url on receipt 4. Give page location permission Cost: 5. See & read content on ingredients website
  • 41. Can we lower the cost even more? Cost of a printed flyer: Too cheap: We need CRM data and trackability! Value: 1. Take Flyer 2. See & read content on ingredients Knowing about the ingredients in the food & where they come from
  • 43. Could we offer something more... • substantial? E.g. comprehensive study, not just a one-page whitepaper • specific? E.g. recipe newsletter specifically for vegan gourmets • individual? E.g. “your fastest way to work now“, not just city traffic news • unique? E.g. „the only email client you can transfer money with“ Increase value #1: Quality
  • 44. Would it help to offer ... • larger amounts? 20 GB, not just 10 GB / 2 months free trial, not just one • higher frequency? Daily updates, not just weekly • additional value on top? “15% off on all products if you subscribe to our newsletter“ Increase value #2: Quantity
  • 45. How can we reduce ... • task shifts? Do users absolutely have to log in to see our price list? • breaks? (change of software, device, medium, location ...?) Can‘t people answer directly within their email client? • waiting time? Why does it take three days to activate new accounts? Lower cost #1: Leass shifts, less hurdles
  • 46. More minimalistic? Help and examples? Smart Defaults? More intuitive? Personal data import? Selection recommendation? Lower cost #2: More flow, less cognitive load Susan Weinschenk: 100 things designers should know about people, 2011
  • 47. Do we really really need ... • title, gender, first & last name, mobile + fixed line number, exact birth date, etc. (at this point)? • App permission to access photos, contacts, location, ...? • Cookie permissions? Lower cost #3: Ask for less data?
  • 49. Distinguish: mandatory vs. nice-to-have costs. Essential for function / compliance (feasibility) Essential for business goals (viability) Everything else: Kill it! Value: Cost: Space for discussion 
  • 50. Business goals: What do we want to attain? Quality or Quantity? Set cost as low as possible Convert much Set cost as high as necessary Convert well - Online-Shops - Well-known products - App permissions - Lead qualification (e.g. dating, recruiting) - User gen. Content quality - Complex / products
  • 52. How can we show the deal from its best side? Increase value Lower cost Influence perception €
  • 53. Users need answers to six questions: What‘s in it for me? Promise value What do I have to invest in return? Disclose cost Why should I trust you? Deliver proof How does it work? Explain solution How is it superior? Differentiate Why should I do this now? Trigger action
  • 54. What‘s in in for me? Show the value effect: I want that, too!
  • 55. What‘s in it for me? Communicate value effect rather than features blog.intercom.io/give-your-customers-best-practices-not-just-faqs/
  • 56. How does it work? Show concrete, realistic examples
  • 57. How is it superior? Refer to the pain of current solutions
  • 58. What do I have to invest? Be transparent about the deal, show cost advantages
  • 59. Freebies / Try before you buy Guarantees Trust brands Data proof Social proof Reference brands Why should I trust you? Deliver credible evidence
  • 60. Why should I act now? Ask for the investment when the value is most evident Contacts access permission given: • On app onboarding: 67% • On sharing first photo: 99%
  • 61. Why should I act now? Create a sense of urgency. Call to Action Scarcity / FOMA Cost of not acting
  • 62. • Value beats feature • Story beats description • Proof beats promise • Genuine beats fake • Supporting beats manipulating Make-up tips: All to be proven with data for your particular project (just like anything said in this talk)
  • 63. Checklist: Define areas of improvement to develop your hypotheses. Increase value: More substance? More specific? More individual? More unique? Higher amount / frequency? Lower cost: Less task shifts? Less breaks / waiting time? Less data? Less money? Influence perception: Sharpen value promise? Explain more concretely? Convey uniqueness? € Make cost transparent? Deliver proof? Trigger action?

Notes de l'éditeur

  1. ... and make suggestions for change
  2. Conversion Rate Opt Blogs sind voll mit Tricks die nicht auf spezifische Situation eingehen
  3. Das Problem: All das ist nur Kosmetik. Der DEAL dahinter muss stimmen!
  4. Test hypothesis: If we change X, it might have a positive impact. What are the questions to ask to come up with a strong hypothesis?
  5. What are the questions to ask to come up with a strong hypothesis?
  6. Kog. Belastung: Verarbeiten von Komplexität, vis. Information, Anspannung, Unsicherheit
  7. GILT NICHT NUR FÜR LANDING PAGES
  8. Scrum User Stories „As a user ...“
  9. Redeem miles for some cool reward
  10. Redeem miles for some cool reward Attractiveness: Medium Pressure: None Context: Random Alternate solutions: Dont do, do later, do on laptop
  11. Huge cost of time, complexity, data AND money – but value is high
  12. Das ist schon ne komplette große User Journey
  13. Das ist schon ne komplette große User Journey
  14. Das ist schon ne komplette große User Journey
  15. Das ist schon ne komplette große conversion Journey
  16. Das ist schon ne komplette große conversion Journey
  17. Um rauszukriegen, welches Wert-Kosten-Verhältnis angemessen ist, muss man sich auch die Konkurrenz ansehen
  18. Customer Large Beverage wholesaler My telephone salesman
  19. There‘s not even a break pount in the process!
  20. Goal is to get message across – iongredients are healthy & of high quality – but what is the value for the customer? All lettuces in our salads are derived from organic agriculture Low value high cost
  21. Goal is to get message across – iongredients are healthy & of high quality – but what is the value for the customer? All lettuces in our salads are derived from organic agriculture Low value high cost
  22. „All lettuces in our salads are derived from organic agriculture“ Tap in supply chain data to track exact provenience „The lettuce leaf you‘re eating comes from farmer smith, his organic farm is 30 kilometers noth of you & you‘re invited to go & visit him“
  23. Scrum User Stories „As a user ...“
  24. Scrum User Stories „As a user ...“
  25. Scrum User Stories „As a user ...“
  26. Scrum User Stories „As a user ...“
  27. to get a car insurance quote – need to enter your Car identification code Picture shows you where to find it in your vehicle registration document
  28. Was wollt ir?
  29. Scrum User Stories „As a user ...“
  30. Feel at home in a Different City
  31. In der Sprache des Nutzers!
  32. Cluster: Private Group Sharing for Photos