About: Garrick Schmitt is the Vice President of User Experience at Avenue A | Razorfish and leads the UX practice for the company. He has been at Avenue A | Razorfish since 1999 and, most recently, has focused on emerging media, broadcast, publishing and eCommerce. In addition, he leads an in-house innovation team that is focused on next-generation consumer applications and technologies — including social media, viral messaging, mobile applications, interactive advertising and IPTV. Prior to joining Avenue A | Razorfish, Garrick developed localized broadband content at Cox Interactive Media for Excite @Home and Looksmart and worked on early search and directory services for CNET’s Search.com and Snap.com, a media portal that later became NBCi.