We live in the real world.

Real world data, real world evidence.

Real world users, real world environments.

The real world is complex of course. Reality is not that users always do well defined this, or users do pre-defined that. Reality is that users do different. Users do messy. Every user’s story is different, and their stories are not for us to tell. We respect that by not trying to make every user’s story have the same ending.

We want to let users follow their own journey, not ours. Our job in designing a product is not to lay down the laws of use, or to enforce a list of commandments. Our job is to build the best possible stage we can – to build efficient tools for efficient tasks. We design interactions and moments; spaces between places. We enable jobs to be done.

We are enablers, not enforcers. Stage builders, not story tellers.