Sometimes we’re the end users of the products we design. Most of the time, we’re not. The end user is someone from a different demographic, location, age, gender, level of ability, skill set, income level, or worldview that we learn about in immersive research. It’s our job to balance all the elements that people have grown to love in products of the 21st century, while placing the individual and their needs at the center of our thinking. We love this challenge.