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Crushing the BoulderUser Experience forLean Startups1-day workshop  FRI, SEP 28, 2012
LUXR.CO   Sept 2012
Ask yourself:  What 3 assumptions about your customers  do you have that, if you are wrong, your  business will fail.    W...
Who’s in the room?      •   Name      •   Company      •   Context (startup, enterprise, consultancy)      •   Role (biz/p...
LUXR.CO   Sept 2012
Bento                  Core Boxes                Curriculum Residency Workshops Practical,           Learning         8 we...
TWEET!                        Kate Rutter                        www.luxr.co                       @luxrco                ...
This is not... A class on how to                                (how do you know itʼs awesome?) produce an awesome UIA ses...
Today we’ll cover...                      I. Lean + UX Fundamentals                      II. Three Lean UX experiments:   ...
What is this stuff?!?!                  I : Lean UX Fundamentals                         What is Lean Startup?            ...
Lean Startup?LUXR.CO   Sept 2012
Lean Startup is NOT                       Cheap Startup                        Fast Startup                      Shortcut ...
Lean Startup is NOT                      Low-AmbitionLUXR.CO   Sept 2012
Lean Startup is NOT                      THE OPPOSITE OF                        FAT STARTUPLUXR.CO   Sept 2012
Get out                        of the                      building!LUXR.CO   Sept 2012
Steve Blank                      introduced                      “Customer                      Development”              ...
What it looks like in practice...LUXR.CO   Sept 2012
LUXR.CO   Sept 2012
Build,                      Measure.                       Learn.LUXR.CO   Sept 2012
Eric Ries wrote                           a blog post on                           Sept 8, 2008                           ...
The Influence of Agile   “The courage to speak truths,   pleasant or unpleasant, fosters   communication and trust.   “The ...
Lean Startup advocates...  • Experiments  •!Validated learningLUXR.CO   Sept 2012
UX.                       Design.                      Startups.LUXR.CO   Sept 2012
User Experience is...     A personʼs perceptions and responses that     result from the use or anticipated use of a     pr...
User Experience is...     A personʼs perceptions and responses that     result from the use or anticipated use of a     pr...
UX brings 10* years           of experience, methods, and                        patterns of work.          *20, 30, 50 ye...
UX people are EXPERTS at “getting out of the building”LUXR.CO   Sept 2012
UX == Customer Discovery                            People, their                            goals & needs                ...
Design > UI                           THINK                                                                               ...
UX cycles == Lean Startup learning loops                                                                THINK             ...
LUXR.CO   Sept 2012
II : Three Lean Team Activies                      1. Get to Know your Customers                      2. Act on Customer N...
Today’s Challenge                            Hypothesis          We believe that modern families would benefit          fro...
1                          Get to Know Your                             Customers                      (Customer Developme...
User Research                                quant              qual                                                      ...
User Research                         quant      qual            Generative           Interviews            EvaluativeLUXR...
Customer Interviews                      * Identify who you want to talk to.                      * Articulate your hypoth...
{Activity}                      Let’s do it!LUXR.CO   Sept 2012
{Warm-up Activity}                      Rapid Sketching                      Clothespin Man!LUXR.CO   Sept 2012
Who: Make a PersonaLUXR.CO   Sept 2012
{Activity}                      Make a persona                         PortraitLUXR.CO   Sept 2012
{Activity}                      Make a persona                      DemographicsLUXR.CO   Sept 2012
{Activity}                      Make a persona                        BehaviorsLUXR.CO   Sept 2012
{Activity}                      Make a persona                      Needs & GoalsLUXR.CO   Sept 2012
{Activity}                      Bring it together                       Discuss & create                       a unified pe...
{check}                             3 checks          * Does this sound like a person who could exist?           If no, ma...
Customer Interviews                      ! Identify who you want to talk to.                      ! Articulate your hypoth...
{Show & Tell}                      Topic MapLUXR.CO   Sept 2012
Topic Map                           mobile/                                                       feeling                 ...
{Activity}                             Add a topic                           mobile/                           internet   ...
Customer Interviews                      ! Identify who you want to talk to.                      ! Articulate your hypoth...
Conversation Prompts          “Have you ever had ________ experience?”          “Can you tell me the story about that?”   ...
{Activity}          Brainstorm a question                      “Have you ever had                      ___________________...
Customer Interviews                      ! Identify who you want to talk to.                      ! Articulate your hypoth...
During the Interview          DO          • Take notes          • Smile          • Ask open-ended questions          • Get...
{Activity}            Practice an interview                      1 interviewer + 1 interviewee                            ...
After the Interview: Debrief            DUMP (5min, solo)            1 idea per sticky            “What I heard”          ...
{homework}                      DebriefLUXR.CO   Sept 2012
i <3                      listening.LUXR.CO   Sept 2012
2                          Act on                      Customer Needs              (Developing product and interface ideas...
Remember this?                                                    Users                                                   ...
BLAH BLAH BLAH                                  BLAH BLAH BLAH                                  BLAH BLAH BLAH            ...
6 Uses                      An illustration that shows “What will they DO with this product?” It                      inte...
6 UsesLUXR.CO   Sept 2012
{Activity}                      Sketch 6-up Uses                                                     __ can...            ...
{Activity}                 Dot-vote top picks                      3 dots } pick top 2 usesLUXR.CO   Sept 2012
{Activity}                      Redraw the top 2                                                      __ can...           ...
{Activity}                Brainstorm featuresLUXR.CO   Sept 2012
{Activity}                      Select 1 featureLUXR.CO   Sept 2012
{Organize!}     Post your persona, 2 uses      and 3-4 features on the       wall. (off to the side)LUXR.CO   Sept 2012
What you have now  Who is our user       What can a user    How will they  and what are their    do with our        do tha...
Uses                      make me                      frisky!LUXR.CO   Sept 2012
3                             Measure                              What                             Matters              (...
Top questions          Will people use it?          Why wonʼt people use it?          Whatʼs wrong with this?          How...
User Research                        quantitative    qualitative            generate       surveys      user interviews   ...
quantitative qualitative                         a/b testing      usability                          analytics        test...
Measuring what?                        Traffic                        Conversion                          Funnel           ...
{Activity}             Brainstorm measures                (from features)LUXR.CO   Sept 2012
{Activity}                  Divide into 2 piles:                 less                 more               important        ...
{Activity}                  As a team, get to 5LUXR.CO   Sept 2012
{Activity}                  Check your metricsLUXR.CO   Sept 2012
Metrics checklist                                              • “number of...” [ # ] 1. Does the metric                  ...
Metrics checklist   a good metric...                                 a great metric...   ...measures the usage of your    ...
{Show & Tell}                      Metrics DashboardLUXR.CO   Sept 2012
Metrics dashboard     % of users     who share a       task 3+     times a day,       per weekLUXR.CO   Sept 2012
{Show & Tell}              Information RadiatorLUXR.CO   Sept 2012
Information RadiatorLUXR.CO   Sept 2012
Advanced topics  Conversion metrics           Pirate Metrics - AARRR!  Cohort metrics  Instrumentation                Acqu...
Tools Landscape   ANALYTICS                  CONVERSION TESTING   UNMODERATED   Google Analytics           Unbounce       ...
metrics.                       better than a                      bubbling brook.LUXR.CO   Sept 2012
III : Bring it all together                          Making the story                      Living the Lean Team lifeLUXR.C...
{Activity}                      Tell the storyLUXR.CO   Sept 2012
{Activity}                      Make a narrative                              We are _______________                      ...
A direct through-line                                                    Users                                            ...
Living the Lean Team LifeLUXR.CO   Sept 2012
Patterns of work      1. Generate independently, discuss as a team         (3 people ideal)      2. Dump & Sort         (o...
Go be awesome.LUXR.CO   Sept 2012
About LUXrLUXr provides practical, hands-on tools for entrepreneursaround the world. LUXr helps startups deliver products ...
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LUXr 1-day workshop, Fri September 28, 2012 [San Francisco]

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User Experience is one of the most challenging and least understood aspects of creating a product...and yet it will make or break your product. This deck is from the LUXr 1-day workshop, UX for Lean Startups.

Join Kate Rutter (@intelleto), Master Coach and Co-Founder at LUXr, to learn Lean Startup methods that help you both make the right product, and make your product right.

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Transcript of "LUXr 1-day workshop, Fri September 28, 2012 [San Francisco]"

  1. 1. Crushing the BoulderUser Experience forLean Startups1-day workshop FRI, SEP 28, 2012
  2. 2. LUXR.CO Sept 2012
  3. 3. Ask yourself: What 3 assumptions about your customers do you have that, if you are wrong, your business will fail. Write down 3.LUXR.CO Sept 2012
  4. 4. Who’s in the room? • Name • Company • Context (startup, enterprise, consultancy) • Role (biz/product, developer, design) • 1 of your assumptionsLUXR.CO Sept 2012
  5. 5. LUXR.CO Sept 2012
  6. 6. Bento Core Boxes Curriculum Residency Workshops Practical, Learning 8 weeks to Core concepts hands-on products for awesome for and hands-on learning for accelerators & early-stage activities for entrepreneurs education teams. everyone. worldwide. programs.LUXR.CO Sept 2012
  7. 7. TWEET! Kate Rutter www.luxr.co @luxrco @katerutterLUXR.CO Sept 2012
  8. 8. This is not... A class on how to (how do you know itʼs awesome?) produce an awesome UIA session on making (how do you know these arenʼtproduction wireframes or a waste of valuable time?)photoshop comps A “perfect approach” or (100s of entrepreneurs have used these techniques to define a rigid point of view on their own unique Great UX.) Great UX.LUXR.CO Sept 2012
  9. 9. Today we’ll cover... I. Lean + UX Fundamentals II. Three Lean UX experiments: 1. Get to Know your Customer 2. Act on Customer Needs 3. Measure What Matters III. Bring it all togetherLUXR.CO Sept 2012
  10. 10. What is this stuff?!?! I : Lean UX Fundamentals What is Lean Startup? What is UX? What is UX for Lean Startups?LUXR.CO Sept 2012
  11. 11. Lean Startup?LUXR.CO Sept 2012
  12. 12. Lean Startup is NOT Cheap Startup Fast Startup Shortcut StartupLUXR.CO Sept 2012
  13. 13. Lean Startup is NOT Low-AmbitionLUXR.CO Sept 2012
  14. 14. Lean Startup is NOT THE OPPOSITE OF FAT STARTUPLUXR.CO Sept 2012
  15. 15. Get out of the building!LUXR.CO Sept 2012
  16. 16. Steve Blank introduced “Customer Development” in...um...2006. The big idea...LUXR.CO Sept 2012
  17. 17. What it looks like in practice...LUXR.CO Sept 2012
  18. 18. LUXR.CO Sept 2012
  19. 19. Build, Measure. Learn.LUXR.CO Sept 2012
  20. 20. Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.” The big idea... + + make products reduce incremental customers want releases wasteLUXR.CO Sept 2012
  21. 21. The Influence of Agile “The courage to speak truths, pleasant or unpleasant, fosters communication and trust. “The courage to discard failing solutions and seek new ones encourages simplicity. “The courage to seek real, concrete answers creates feedback.” —Kent BeckLUXR.CO Sept 2012
  22. 22. Lean Startup advocates... • Experiments •!Validated learningLUXR.CO Sept 2012
  23. 23. UX. Design. Startups.LUXR.CO Sept 2012
  24. 24. User Experience is... A personʼs perceptions and responses that result from the use or anticipated use of a product, service or system.LUXR.CO Sept 2012
  25. 25. User Experience is... A personʼs perceptions and responses that result from the use or anticipated use of a product, service or system. product UI UX via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cerealLUXR.CO Sept 2012
  26. 26. UX brings 10* years of experience, methods, and patterns of work. *20, 30, 50 yearsLUXR.CO Sept 2012
  27. 27. UX people are EXPERTS at “getting out of the building”LUXR.CO Sept 2012
  28. 28. UX == Customer Discovery People, their goals & needs Sketches and prototypes Interactions and flowsLUXR.CO Sept 2012
  29. 29. Design > UI THINK MAKE CHECK Users 1. I need... why what Needs 2. I want... 3. My goal is... how Business thinking goes here Mary can... BUILD Uses MEASURE LEARN Features Sketches, wireframes, pixels This Week Prototypes User Stories Themed ReleasesLUXR.CO Sept 2012
  30. 30. UX cycles == Lean Startup learning loops THINK MAKE Reduc cycle e time, not build time CHECK Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps • THINK Behavior Models • Test Results • Competitive Analysis Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed Code MAKE Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive Surveys CHECKLUXR.CO Sept 2012
  31. 31. LUXR.CO Sept 2012
  32. 32. II : Three Lean Team Activies 1. Get to Know your Customers 2. Act on Customer Needs 3. Measure What MattersLUXR.CO Sept 2012
  33. 33. Today’s Challenge Hypothesis We believe that modern families would benefit from having better ways to keep up with tasks, and are willing to pay for a better way to coordinate tasks with other family members, friends and neighbors.LUXR.CO Sept 2012
  34. 34. 1 Get to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice InterviewLUXR.CO Sept 2012
  35. 35. User Research quant qual • Contextual Inquiry (Byer & Holzblatt) • Mental Models (Indi Young) Generative surveys •Interviews •Starbucks Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics•LUXR.CO Sept 2012
  36. 36. User Research quant qual Generative Interviews EvaluativeLUXR.CO Sept 2012
  37. 37. Customer Interviews * Identify who you want to talk to. * Articulate your hypotheses. * Craft a topic map for the session. * Jot down conversation prompts. * Have the conversation * Debrief!LUXR.CO Sept 2012
  38. 38. {Activity} Let’s do it!LUXR.CO Sept 2012
  39. 39. {Warm-up Activity} Rapid Sketching Clothespin Man!LUXR.CO Sept 2012
  40. 40. Who: Make a PersonaLUXR.CO Sept 2012
  41. 41. {Activity} Make a persona PortraitLUXR.CO Sept 2012
  42. 42. {Activity} Make a persona DemographicsLUXR.CO Sept 2012
  43. 43. {Activity} Make a persona BehaviorsLUXR.CO Sept 2012
  44. 44. {Activity} Make a persona Needs & GoalsLUXR.CO Sept 2012
  45. 45. {Activity} Bring it together Discuss & create a unified personaLUXR.CO Sept 2012
  46. 46. {check} 3 checks * Does this sound like a person who could exist? If no, make adjustments. * Is this an actual person you know? If yes, make adjustments. * Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful.LUXR.CO Sept 2012
  47. 47. Customer Interviews ! Identify who you want to talk to. ! Articulate your hypotheses. * Craft a topic map for the session. * Jot down conversation prompts. * Have the conversation * Debrief!LUXR.CO Sept 2012
  48. 48. {Show & Tell} Topic MapLUXR.CO Sept 2012
  49. 49. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO Sept 2012
  50. 50. {Activity} Add a topic mobile/ internet habits? keeping everything working last time they got help (house cleaner) personal commute timeLUXR.CO Sept 2012
  51. 51. Customer Interviews ! Identify who you want to talk to. ! Articulate your hypotheses. ! Craft a topic map for the session. * Jot down conversation prompts. * Have the conversation * Debrief!LUXR.CO Sept 2012
  52. 52. Conversation Prompts “Have you ever had ________ experience?” “Can you tell me the story about that?” “And then what happened?” “Why [or how] did you do that?” “What did you love [or hate] about that?” “If you could wave a magic wand, what would it be like?”LUXR.CO Sept 2012
  53. 53. {Activity} Brainstorm a question “Have you ever had __________________________ experience?”LUXR.CO Sept 2012
  54. 54. Customer Interviews ! Identify who you want to talk to. ! Articulate your hypotheses. ! Craft a topic map for the session. ! Jot down conversation prompts. * Have the conversation * Debrief!LUXR.CO Sept 2012
  55. 55. During the Interview DO • Take notes • Smile • Ask open-ended questions • Get their story • Shut up and listen DONʼT • Talk about your product • Ask about future behavior • Sell • Ask leading questions • Talk muchLUXR.CO Sept 2012
  56. 56. {Activity} Practice an interview 1 interviewer + 1 interviewee note-takersLUXR.CO Sept 2012
  57. 57. After the Interview: Debrief DUMP (5min, solo) 1 idea per sticky “What I heard” “What I saw” “What stood out” SORT (10min, team) Collect similar items Label groups Stack duplicates Note trends and exceptionsLUXR.CO Sept 2012
  58. 58. {homework} DebriefLUXR.CO Sept 2012
  59. 59. i <3 listening.LUXR.CO Sept 2012
  60. 60. 2 Act on Customer Needs (Developing product and interface ideas) Sketching 6-Up Uses Dot VotingLUXR.CO Sept 2012
  61. 61. Remember this? Users 1. BLAH why what Needs 2. BLAH 3. BLAH how (INSERT BUSINESS THINKING HERE) Mary can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed ReleasesLUXR.CO Sept 2012
  62. 62. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why USES: what What can how Mary do with your product?LUXR.CO Sept 2012
  63. 63. 6 Uses An illustration that shows “What will they DO with this product?” It intersects user needs with business vision to show the consumer value proposition. This informs what features are most important.LUXR.CO Sept 2012
  64. 64. 6 UsesLUXR.CO Sept 2012
  65. 65. {Activity} Sketch 6-up Uses __ can... _____ ____, ______ with _LUXR.CO Sept 2012
  66. 66. {Activity} Dot-vote top picks 3 dots } pick top 2 usesLUXR.CO Sept 2012
  67. 67. {Activity} Redraw the top 2 __ can... _____ ____, ______ with _LUXR.CO Sept 2012
  68. 68. {Activity} Brainstorm featuresLUXR.CO Sept 2012
  69. 69. {Activity} Select 1 featureLUXR.CO Sept 2012
  70. 70. {Organize!} Post your persona, 2 uses and 3-4 features on the wall. (off to the side)LUXR.CO Sept 2012
  71. 71. What you have now Who is our user What can a user How will they and what are their do with our do that? needs & goals? product? Persona 6-up uses Limited features to support the usesLUXR.CO Sept 2012
  72. 72. Uses make me frisky!LUXR.CO Sept 2012
  73. 73. 3 Measure What Matters (Quantitative and Qualitative Evaluation) Common research questions Metrics & AnalyticsLUXR.CO Sept 2012
  74. 74. Top questions Will people use it? Why wonʼt people use it? Whatʼs wrong with this? How could I make this better? How can I improve conversion? Are we making progress? Do people like this? Are these results good? Why do people do that? Did we do the right thing? Why is there dropoff?LUXR.CO Sept 2012
  75. 75. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIsLUXR.CO Sept 2012
  76. 76. quantitative qualitative a/b testing usability analytics testing KPIs CLOSED-ENDED QUESTIONS OPEN-ENDED QUESTIONSLUXR.CO Sept 2012
  77. 77. Measuring what? Traffic Conversion Funnel Product (black box)LUXR.CO Sept 2012
  78. 78. {Activity} Brainstorm measures (from features)LUXR.CO Sept 2012
  79. 79. {Activity} Divide into 2 piles: less more important importantLUXR.CO Sept 2012
  80. 80. {Activity} As a team, get to 5LUXR.CO Sept 2012
  81. 81. {Activity} Check your metricsLUXR.CO Sept 2012
  82. 82. Metrics checklist • “number of...” [ # ] 1. Does the metric • “average number of...” [avg ] begin with a number? • “percent of...” [ % ] • “per week” [ ___/wk ] 2. Is there a time basis? • “per month” [ ___/mo] • “per user” [ ___/user] 3. Is there an object • “per user per week” (fancy!) basis? • Examples: per user, per session, or by interaction or item * not required, but super-helpful (messages per file, emails per thread)LUXR.CO Sept 2012
  83. 83. Metrics checklist a good metric... a great metric... ...measures the usage of your ...makes you look at all the product by a person. The usage other metrics and say “none of should be specific to features that those other numbers matter if deliver value to your user. we donʼt get this right first.” unhelpful vanity good better awesome % of users % of users % of new total number who sign in who share a users per sign-ups of registered 3+ times a task 3+ week users day, times a day, per week per weekLUXR.CO Sept 2012
  84. 84. {Show & Tell} Metrics DashboardLUXR.CO Sept 2012
  85. 85. Metrics dashboard % of users who share a task 3+ times a day, per weekLUXR.CO Sept 2012
  86. 86. {Show & Tell} Information RadiatorLUXR.CO Sept 2012
  87. 87. Information RadiatorLUXR.CO Sept 2012
  88. 88. Advanced topics Conversion metrics Pirate Metrics - AARRR! Cohort metrics Instrumentation Acquisition Activation Retention What should I be measuring? (a few search terms) Referral “Vanity Metrics” Revenue “KPI” “A/B Tests” “Metrics for Pirates”LUXR.CO Sept 2012
  89. 89. Tools Landscape ANALYTICS CONVERSION TESTING UNMODERATED Google Analytics Unbounce TESTS WITH VIDEO KISS Metrics Optimizely Usertesting.com Mixpanel TryMyUI Flurry Userlytics LocalLytics WhatUsersDo Stats Mix (just an api) Loop11 HEAT MAPPING MESSAGE RECALL MICRO USABILITY Crazy Egg ClueApp Navflow Click Tale FiveSecondTest Usabilia Clicktest Verify Intuition HQ UserZoomLUXR.CO Sept 2012
  90. 90. metrics. better than a bubbling brook.LUXR.CO Sept 2012
  91. 91. III : Bring it all together Making the story Living the Lean Team lifeLUXR.CO Sept 2012
  92. 92. {Activity} Tell the storyLUXR.CO Sept 2012
  93. 93. {Activity} Make a narrative We are _______________ Meet... M V P with __________, ________ can... using these features we will measureLUXR.CO Sept 2012
  94. 94. A direct through-line Users 1. BLAH why what Needs 2. BLAH 3. BLAH how (INSERT BUSINESS THINKING HERE) Mary can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed ReleasesLUXR.CO Sept 2012
  95. 95. Living the Lean Team LifeLUXR.CO Sept 2012
  96. 96. Patterns of work 1. Generate independently, discuss as a team (3 people ideal) 2. Dump & Sort (one item per Post-It, use Sharpie) 3. Sketch (especially of people) 4. Work at the wall 5. Timebox! (speed kills the censor and keeps you moving) 6. 2x2 organizing framework (help decision-making when lots of items) 7. Quick decision-making techniques (dot-vote, roman vote, stack rank)LUXR.CO Sept 2012
  97. 97. Go be awesome.LUXR.CO Sept 2012
  98. 98. About LUXrLUXr provides practical, hands-on tools for entrepreneursaround the world. LUXr helps startups deliver products thatcustomers want, need and love to buy.Bento CoreBoxes Curriculum Residency WorkshopsPractical, Learning 8 weeks to Core conceptshands-on products for awesome for and hands-onlearning for accelerators & early-stage activities forentrepreneurs education teams. everyone.worldwide. programs.LUXr • 3435 Cesar ChavezSan Francisco, CA • 94110info@luxr.co • http://luxr.co • twitter: @luxrcoJanice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]LUXR.CO Sept 2012
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