From making to shaping experiences
After a decade of designing and building digital experiences, an uncomfortable but important question came up. Were we really living up to our original purpose, to help companies create better relationships with people through technology?
The short answer was no. When we looked honestly at our practice, we were more user-scented than user-centred. That’s not to say we weren’t good at what we did, we definitely were. It’s just that the user wasn’t always a tangible part of the process.