Author Barbara Ballard is Principal at Linchpin Mobility. She has worked in mobile user experience and product strategy since 1999, and has worked across the mobile value chain, including mobile operators, device manufacturers, browser companies, and content companies. She is the author of Designing the Mobile User Experience an invaluable resource for information architects, user experience planners and designers, interaction designers, human factors specialists, ergonomists, product marketing specialists, and brand managers and many more. In her book Barbara Ballard describes the different components affecting the user experience and principles applicable to the mobile environment, enabling the reader to choose effective technologies, platforms, and devices, plan appropriate application features, apply pervasive design patterns, and choose and apply appropriate research techniques. When making a site or application, what should your strategy be? One experience for all, or some intelligent optimizations? One means a poor experience for many or all of your customers, but the other doesn't have to be ten times the price.