“Human-centered approaches to industrial and interaction design have long focused on studying human behavior to create informed and appropriate designs. A social interaction designer must consider not only people, environment, and existing tools, but also the unseen elements of the system such as social relationships, power dynamics, and cultural rules.” – Gentry Underwood

Read more in Gentry’s article “Social Software: The other ‘Design for Social Impact’.”

1. Prototyping has given us the power to show and tell the story of our design solutions
2. Design is about cultural invention
3. Understanding the specific activity we’re supporting is critical to good design
4. Design is not rocket science. It’s social science.
5. Better connect with your customers by speaking like people, not like machines