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      <image:title>AI Graph UI - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Influencing and simplifying existing product design frameworks for product team adoption</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Strategy</image:title>
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    <loc>https://www.danedmeades.com/casestudy1</loc>
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    <lastmod>2025-11-16</lastmod>
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      <image:title>Right Product, First Time - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Right Product, First Time - Make it stand out</image:title>
      <image:caption>Customer journey map indicates a better post-decision experience (right) and shows a visible increase in negative feedback for pre-decision stages (left)</image:caption>
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      <image:title>Right Product, First Time - Make it stand out</image:title>
      <image:caption>Customer feedback revealed time-poor sessions and quick product selection</image:caption>
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      <image:title>Right Product, First Time - Make it stand out</image:title>
      <image:caption>Customer feedback analysis supported priority product iteration</image:caption>
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      <image:title>Right Product, First Time - Make it stand out</image:title>
      <image:caption>Improving autosuggest became a priority focus after UXR feedback</image:caption>
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      <image:title>Right Product, First Time - Make it stand out</image:title>
      <image:caption>BETA: Additional user inputs returned more relevant results</image:caption>
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      <image:title>Right Product, First Time - Make it stand out</image:title>
      <image:caption>Full-screen branded overlay resulted in focused search sessions</image:caption>
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      <image:title>Right Product, First Time - Make it stand out</image:title>
      <image:caption>Shifting time factor upfront: Resulted in less friction at the decision stag</image:caption>
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      <image:title>Right Product, First Time - Make it stand out</image:title>
      <image:caption>UXR toolkit: Behaviour data, feedback and sentiment tracking</image:caption>
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      <image:title>Right Product, First Time - Make it stand out</image:title>
      <image:caption>Quick View exposed product attributes without click-thru friction</image:caption>
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      <image:title>Right Product, First Time - Make it stand out</image:title>
      <image:caption>Component reuse: Consistency and retained user context</image:caption>
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      <image:title>Right Product, First Time</image:title>
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    <lastmod>2025-10-22</lastmod>
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      <image:title>Product Strategy &amp; Operations - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Product Strategy &amp; Operations - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Product Strategy &amp; Operations - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/d2033f7b-7aab-462c-8a32-4e14b40d3aeb/Product_team_metrics.webp</image:loc>
      <image:title>Product Strategy &amp; Operations - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Product Strategy &amp; Operations - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Product Strategy &amp; Operations - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Product Strategy &amp; Operations - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
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      <image:title>Product Strategy &amp; Operations - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://www.danedmeades.com/casestudy2-4</loc>
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    <lastmod>2026-02-08</lastmod>
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      <image:title>Insight &amp; Foresight - ML in Product Search - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
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      <image:title>Insight &amp; Foresight - ML in Product Search - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
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      <image:title>Insight &amp; Foresight - ML in Product Search - Make it stand out</image:title>
      <image:caption>Associated products - Introducing purchasing</image:caption>
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      <image:title>Insight &amp; Foresight - ML in Product Search - Make it stand out</image:title>
      <image:caption>Interaction: Explore pathway data across the UI</image:caption>
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      <image:title>Insight &amp; Foresight - ML in Product Search - Make it stand out</image:title>
      <image:caption>Auto-centre on attributes of interest</image:caption>
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      <image:title>Insight &amp; Foresight - ML in Product Search - Make it stand out</image:title>
      <image:caption>All gestures across active Graph UI</image:caption>
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      <image:title>Insight &amp; Foresight - ML in Product Search - Make it stand out</image:title>
      <image:caption>Next stage: Simplification of complex terminology</image:caption>
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      <image:title>Insight &amp; Foresight - ML in Product Search - Make it stand out</image:title>
      <image:caption>Early POC</image:caption>
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      <image:caption>Early desktop concept</image:caption>
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      <image:title>Insight &amp; Foresight - ML in Product Search - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Insight &amp; Foresight - ML in Product Search</image:title>
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    <lastmod>2026-02-11</lastmod>
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    <lastmod>2025-10-18</lastmod>
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      <image:title>XXX More copy</image:title>
      <image:caption>Customer journey mapping</image:caption>
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      <image:title>XXX More copy</image:title>
      <image:caption>On-site search with identified filter values</image:caption>
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      <image:title>XXX More copy</image:title>
      <image:caption>Roadmap / Sprint and high-level team aims and design detail</image:caption>
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      <image:title>XXX More copy</image:title>
      <image:caption>Baymard UX audits and competitor analysis</image:caption>
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      <image:caption>Vision &amp; Discovery Planing - Activities</image:caption>
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      <image:caption>e-commerce basket</image:caption>
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      <image:caption>Design testing - Breakpoint visuals</image:caption>
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      <image:caption>Team research and user testing</image:caption>
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      <image:caption>Jira - Accessibility Planning</image:caption>
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    <lastmod>2025-10-18</lastmod>
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    <image:image>
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      <image:title>XXX Less copy</image:title>
      <image:caption>Baymard UX audits and competitor analysis</image:caption>
    </image:image>
    <image:image>
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    <image:image>
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      <image:caption>Customer behaviour tracking, heatmap and analysis</image:caption>
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    <image:image>
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      <image:caption>User feedback transcripts</image:caption>
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    <image:image>
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      <image:caption>Onsite user behaviour tracking and session data</image:caption>
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    <image:image>
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      <image:caption>UI contrast checker to check/meet accessibility standards</image:caption>
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    <image:image>
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    <image:image>
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      <image:caption>Product - Customer feedback analysis</image:caption>
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    <image:image>
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      <image:title>XXX Less copy</image:title>
      <image:caption>Baymard UX audits across in-house + competitor experiences</image:caption>
    </image:image>
    <image:image>
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    <image:image>
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      <image:caption>Royal Mail - Landing page wireframes and layout detail</image:caption>
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      <image:caption>Adidas microsite - FIFA</image:caption>
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      <image:caption>External / in-person - User testing</image:caption>
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    <image:image>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/594eb78e-0789-42a9-870d-d0aec83f9b4b/18_250_adidas_fifa.jpg</image:loc>
      <image:title>XXX Less copy</image:title>
      <image:caption>Adidas microsite - FIFA - Academy Skills</image:caption>
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    <image:image>
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      <image:caption>Abcam branding update</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/a4532526-7f1d-408d-a500-831023da8c63/25_250_min_revamp.jpg</image:loc>
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      <image:caption>Royal Mail - Revamp Underway : Rebranding promo</image:caption>
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    <image:image>
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      <image:caption>Design System Update - Rebrand</image:caption>
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    <image:image>
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      <image:caption>Site search wireframes - search attribute planning</image:caption>
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    <image:image>
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      <image:caption>O2 Innovations microsite - products &amp; services</image:caption>
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    <image:image>
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      <image:caption>Product quick view - annotation of wireframes</image:caption>
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    <image:image>
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      <image:caption>CIMA - Photorealistic website design</image:caption>
    </image:image>
    <image:image>
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      <image:title>XXX Less copy</image:title>
      <image:caption>CIMA - Photorealistic website design</image:caption>
    </image:image>
    <image:image>
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      <image:caption>Website design UKTI</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/951d2c34-705e-4aa8-8811-12d6d8ecc5ba/45_250_Cerical1.jpg</image:loc>
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      <image:caption>Website landing page - Clerical Medical</image:caption>
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    <image:image>
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      <image:caption>Team structure planning</image:caption>
    </image:image>
    <image:image>
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      <image:caption>Sage - Anniversary promo</image:caption>
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    <image:image>
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      <image:caption>TSC - concepts for improved customer journeys</image:caption>
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    <image:image>
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      <image:caption>Competitor baselining across - Performance, Accessibility, Best Practice and SEO</image:caption>
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    <image:image>
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      <image:caption>Art direction of photoshoot for homepage content</image:caption>
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    <image:image>
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      <image:caption>Royal Mail - Site feature - Postcode Finder</image:caption>
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      <image:caption>Global header - Breakpoint designs</image:caption>
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    <image:image>
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  </url>
  <url>
    <loc>https://www.danedmeades.com/home-2</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-10-26</lastmod>
  </url>
  <url>
    <loc>https://www.danedmeades.com/profile</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2026-02-16</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/049d09ce-e5fc-4816-ba61-dfe3c412d68c/dan.webp</image:loc>
      <image:title>Profile - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.danedmeades.com/dan-edmeades-1</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2025-10-26</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/70873766-87d7-4f01-9cb3-7435c5729a0d/250_search_mob.png</image:loc>
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      <image:caption>On-site search with identified filter values</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/ebecce63-0861-47cb-9a41-7884e92a3103/method_map.jpg</image:loc>
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      <image:caption>Customer journey mapping</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/211de285-aed4-4161-bfff-069da5ace51e/method_ux_performance_500.jpg</image:loc>
      <image:title>XXX Work copy</image:title>
      <image:caption>Baymard UX audits and competitor analysis</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/d713d92c-125d-4097-a29d-6fd41633a89d/method_roadmap.jpg</image:loc>
      <image:title>XXX Work copy</image:title>
      <image:caption>Roadmap / Sprint and high-level team aims and design detail</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/c592e4c6-a2a6-4ea5-88bc-506e9f2aa7dc/250_ecom_basket_summary.png</image:loc>
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      <image:caption>e-commerce basket</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/d16c6902-0b8a-4773-a1ad-7bc2e91f94b1/method_wow.jpg</image:loc>
      <image:title>XXX Work copy</image:title>
      <image:caption>Vision &amp; Discovery Planing - Activities</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/b6396ba4-186d-41af-b3b7-834b0e24baa2/71_250_User.jpg</image:loc>
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      <image:caption>Team research and user testing</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/e98da289-69c2-436d-9b54-fd1793b5eb5e/method_audit_500.jpg</image:loc>
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      <image:caption>Design testing - Breakpoint visuals</image:caption>
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    <image:image>
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      <image:caption>Inhouse design system</image:caption>
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    <image:image>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Home - Global events platform</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/8972086f-eae1-4391-b978-525cd66e5afd/strategy_operations_planning_miro.webp</image:loc>
      <image:title>Home - Strategy &amp; operations draft board</image:title>
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      <image:title>Digital Transformation - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <lastmod>2026-02-23</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/42a356a9-71ee-4223-8844-817bdfaa4e0d/abcam_search.webp</image:loc>
      <image:title>Right Product, First time - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/4241cd07-badc-443b-800b-ab5e2a94d506/Behaviour+shift.webp</image:loc>
      <image:title>Right Product, First time - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/fb38f6a1-8126-45c8-8606-f10d31ceddd6/Search+KPI+framework2.webp</image:loc>
      <image:title>Right Product, First time - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://www.danedmeades.com/events-platform</loc>
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    <lastmod>2026-02-19</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/e9251de0-00b9-4338-9efa-304e1f7a55aa/events_hero.webp</image:loc>
      <image:title>Global events platform - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <lastmod>2026-02-13</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/bd02b588-4efc-4263-b029-3ba4af0872d7/UXR_Roadmaps+copy.webp</image:loc>
      <image:title>UXR Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/bd12de99-2ca4-4e97-b663-a562a18c9962/customer_map.webp</image:loc>
      <image:title>UXR Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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  <url>
    <loc>https://www.danedmeades.com/content-strategy</loc>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/d3922a50-60b5-45c8-a52f-0795f798d494/webshhot_1.webp</image:loc>
      <image:title>Content Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/eb4bce7d-8a5e-4e58-baf5-0a5237e52238/Weboshoot_1.webp</image:loc>
      <image:title>Content Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/3b1377a2-c528-4e28-ba5e-c6712e259fc6/Search_Home_1.webp</image:loc>
      <image:title>Content Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/619f089c-4afa-43ef-b6f6-30c0caff8e81/digital_content_social.webp</image:loc>
      <image:title>Content Strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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    <loc>https://www.danedmeades.com/biota-design-system</loc>
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    <lastmod>2026-02-17</lastmod>
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      <image:title>Biota Design System - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/604da6a4-223d-4749-b5ab-e7d1fa7f969f/biota_hero.webp</image:loc>
      <image:title>Biota Design System</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/b1126643-dd38-4497-8351-291c49d70ed2/biota_design_system_principles.webp</image:loc>
      <image:title>Biota Design System</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/cd17dce4-9cfa-452c-b445-9e0437a4ad0f/Biota_2.webp</image:loc>
      <image:title>Biota Design System</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/68482ab934a53919ddb7d270/eb580de0-7180-46ba-b40e-bbb0e6b6cfb8/Biota_6.webp</image:loc>
      <image:title>Biota Design System</image:title>
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  <url>
    <loc>https://www.danedmeades.com/o2innovations</loc>
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    <priority>0.75</priority>
    <lastmod>2026-02-23</lastmod>
    <image:image>
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      <image:title>O2 - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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