Presented by Mark Molander. It's not always enough to have a great UX design, or to run a usability test that reveals a lot of problems. Sometimes, the UXer needs to take the good fight up to another level — to hit them where it hurts — the level of shame. Mark will give examples from his 30 years of usability and UX experience at IBM, BB&T, Toshiba, and Lenovo.