He found our proposals light on the details as to how the service would work for customers. Finally, inevitably, he would ask, “Where are the mock-ups?” Jeff was referring to the visual representations that would show exactly how the new service would look on the Amazon website. Mock-ups should be detailed, showing the entire customer experience from landing page to purchase—screen design, buttons, text, the sequence of clicks, everything. To create a meaningful and informative mock-up you have to think through every element of what the service will offer, what the experience will be for the
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