…the grey squirrel of user experience design is gnawing the legs off the red squirrel of information architecture. The focus is now squarely on the presentational and interaction elements of UX, and service design projects that start with beautiful, but largely imaginary page mockups. In a great metropolitan company right now, a senior executive is being seduced by a Photoshop comp that may or may not be buildable.

A smashing quote from Mike Atherton which I found in his notes on one of my favourite Slideshare presentations.

On presenting the unbuildable

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