In design, we would do well to embed similar insight and influence in our deliverables. We need stories and sketches that bring search and discovery to life. We need principles and proverbs that capture the essence of human psychology and behavior. And we need maps and models that shape beliefs about what’s possible, probable, and preferable. After all, design is inextricably invested in the future. Our research reveals the latent desire lines that inspire new products, and our prototypes engage people in spirited discussions of strategy, technology, and experience. In an era where the hard things are the soft things, our work invests ideas with substance. We transform abstract patterns and proposals into physical artifacts with...
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