It is not the design of an object that makes it special, but what a person does with it — the interaction — that makes it special. A well–designed object must have the capacity to offer interaction, express deep human needs, and form relationships.

But don’t mistake these interactions as the entirety of the users experience. Great user experiences happen beyond the screen and in the gaps. Gaps between channels, devices and business silos. They happen when organisation’s pay attention to the nuances of their interaction with customers.