“Experience design is based on the idea of giving people a role in the design of the products and services that matter to them. Both in the US and in Europe, it is believed that this approach will lead to better products and services and therefore to better economic returns. However, in Europe there is perhaps a more explicit social or ethical drive: by giving people this co-creative role we can establish to a more socially inclusive society. A lot of innovation in Europe comes from public institutions, from the European Commission on down. (…) Design and participatory co-creation for social renewal is a complex challenge, but one that fits very well with the European way of doing things.” (Enric Gili Fort – engageID) – great interview Mark!