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icemobile anna witteman ux ux research user testing small data brandloyalty user research agile user experience retail design thinking big data design experience mapping qualitative research experience map user usability users hans ruitenberg loyalty scrum usability testing emma haagen research customer journey data interaction design amsterdam empathy customer focus scrum team product director product manager meetup data storytelling information architecture roi website webdesign flowchart wireframe process ucd diy robin van den oever tools iterative testing iterations lean improving innovation customer centric mobile rlc2015 masterclass data driven design motivations why causation ux lab what ideo service design touchpoints moments of truth emotions feeling ux insight 2017 adaptive path us research strategy metrics thick data business strategy opportunity gold mom test moment of truth consumer data bad consumer data no data expert apps food development customer experience ladies that ux amsterdam ladies that ux ux design rlc2016 retail loyalty congress data analytics potential mobile development pulse tapost riga product development pulse ux agile software development tapost2016 agile teams correlation experience data science arnoud andeweg data-driven