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 organisations to create better experiences for people through technology?
The short answer was ‘not really’. When we looked dispassionately at our practice, more often than not 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 users weren't always a tangible part of the process.