1. Design for End-User Experiences Design Today

2. Today’s Social Technological Climate Everyone on earth has equal responsibility Information processing power has been growing People strive for sustainable physical progress Network effect Communities Liberal ideals Work-life mixed with home-life

3. Today’s design Mixed with other disciplines to maximize network effect Design around a particular community rather than a problem Hail individualism and pluralism Fun work, serious play

4. Sony PlayStation

5. The Body Shop

6. Vertu

7. Apple

8. Round-up You don't buy a chair, you buy a CHAIR You don't buy a flat, you buy a machine for living You don't buy lipsticks, you buy a dream You don't buy a computer, someone will take care of your productivity

9. Round-up We have English modernism-biased values Our living environment (small space, no history) shapes our judgment We lag behind major cultural movements

10. Design School’s answer Slash the discipline barrier Loosen the definition of product Reduce technical content in exchange for social-psychological studies Focus on war-game-like design strategic thinking

11. Our outlook

12. Designer’s outlook

13. Perfect eyesight ?!