It's more than just a mock-up

Have you ever had a customer send in mock-ups that had already been approved and ask to create functionality based on it? 

Such questions as "can we see the requirements under which the layout was created?" or "for whom are we making this functionality? "what business problem are we solving?" the answer is no, or there is no answer at all... 

Often the customer sees the mock-up as just a pretty picture. 

In this talk, I would like to share my ideas on why this is not so and why the mock-up is not just a picture. 

This talk could be helpful for all analysts who have ever encountered mock-ups and customers :)