“Experience design should not be solely brand focused; instead it should not be too branded focused. It is about designing delivery of customer needs, so naturally it should start with the customers. It should form the core of a go-to-market strategy of any brand. It is the experience first, then the messages.” - Idris Mootee

Read Idris’ article “Experience Design Is The Active Pursuit Of Customer-Inspired Products/Services, Not Just Company-Defined Products/Services” here.