Appendix A. About the Author Jaime Levy is a user experience strategist based in Los Angeles and heads the consultancy firm JLR Interactive. JLR Interactive caters to startups and enterprises, helping them transform their business concepts into sustainable and scalable online solutions. Since the early 90s, Jaime has been creating innovative prototypes and products for distribution on disk media, mobile devices, the Web, and interactive television. She has worked for award-winning digital agencies such as Huge, Razorfish, and Schematic (now Possible) for many years, where she led the UX on projects for ABC, AOL, Dish Network, GE, iVillage, Oprah.com, and Union Bank. She has taught UX design courses and lectured at numerous universities including Art Center of Pasadena, New York University, Royal College of Art, UCLA Extension, and currently at the University of Southern California. She speaks at design and innovation conferences worldwide and conducts public workshops and in-house training. You can find Jaime online at jaimelevy.com and tweet at her @jaimerlevy.