Focus on the experience that the products you design engender

“Ultimately, we are deluding ourselves if we think that the products that we design are the ‘things’ that we sell, rather than the individual, social and cultural experience that they engender, and the value and impact that they have. Design that ignores this is not worthy of the name.” – Bill Buxton’s “personal mantra”

Bill Buxton’s personal mantra is cited on his website. Visit his site to learn more about his recent work or his upcoming talks and events. Read more from Bill in his book Sketching User Experiences.

1. People on a design team must be as happy to be wrong as right
2. Better connect with your customers by speaking like people, not like machines
3. Focus on the idea of a product experience, instead of experience that only deals with the user
4. Experience is about how we get there, not the landing place
5. Design is really about the way products and services come to life