If design is the act of transforming questions into evolutionary forms that serve human needs, then I believe it must start with exploring why鈥攚hy something should exist (or shouldn't). As much as experience design can be about creating, it's equally about what you deconstruct and remove. More importantly, experience design must strive toward the intersection of magic and rigor.
For great experiences are grounded in a bias towards a fantastic future, where people benefit deeply from the promise of design, grit and daring imagination. For my part, in the 15+ years of experience I've gathered as an executive at major networks, agencies and start-ups, I've always been drawn to work with ...
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