It’s important for business executives to understand a few design basics to communicate effectively with the designers. This session goes in-depth on which design techniques and principles ought to be part of every executive’s vernacular. It covers the basics of both high level interaction design and lower-level visual design in a way that maximizes energy and time in the approval process. Presented at Web 2.0 Expo, October 2011, by Anthony Franco, President of EffectiveUI, and Michael Salamon, Lead Experience Architect at EffectiveUI.