Brandon Schauer interviews Clement Mok – “I see the opportunity to marry Experience Modeling with the smarts of the Information Architect to structure a powerful model in the user’s world, whether that be through cell phones or tagging systems. The opportunity is to create a model that ties together the deep ethnographic understanding of the user, the system engineering understanding, and the brand/marketing understanding. Tying these three things together is quite powerful.” (IIT Institute of Design Strategy Conference 2006)