Memi Beltrame is a Zurich based UX Designer and has been working in the web industry for almost 18 years. He started his own agency "Less A Mess“ in 2013, focussing on strategy and data driven prototyping specializing in complex scenarios. He is the author of Protostrap, a data-driven-prototyping framework for highly interactive and heavily content-oriented projects. He has been giving talks since 2008, mostly about UX and content strategy.