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 customer, how all the features will work on the page. It requires a ton of work to think
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