New value creators, innovators and user experience designers often talk about the user mental models, but we rarely discuss our own tacit belief systems, and ways of doing things that affect how we innovate. Mental models form a deep structure…

British designer, author, educator and cofounder of IDEO, Bill Moggridge was a true champion of human-centred design. He is one of the handful of design practitioners, who pioneered interaction design as a mainstream discipline, and is credited with coining the…

One of the key figures in the evolution of Empathic Design and a pioneer of action research in design is Patricia Moore. As a 26 year old designer, she traveled throughout the United States and Canada for a span of…

Technology without empathy creates two serious problems. One of them is products nobody wants. The other is a technology driven products which dehumanize us and instead of creating a better world lead to nightmare scenarios. Outside of the elite group…

Why do we jump when startled by a scene in a scary movie? Why do our brains act as if we were playing a sport while we are only watching it on TV? In the early nineties, the neurophysiologist Vittorio…