Design is about people and how ideas can address people's physical, cultural, emotional, social, contextual and cognitive needs. Social factors fit into design through a culture of networks, connections and reputation, as people have a need for mobile companionship. Good design is people-centered and focuses on users and human needs, without assuming a one-size-fits-all approach, instead allowing for service platforms and mass customization. Design also involves crowd-sourcing, co-design, co-creation and open innovation to consider sustainable behaviors, eco-friendly options, and new models of micro-economics exchange.