Author: Mark Thomson

Mark Thomson

The human revolution: Why brands need to design for humans in a digital world

Many of our books, films and TV series set in the future imagine a world in which robots are taking over.

This pop-culture approach to artificial intelligence is mirrored in our widespread fears of AI "taking over our jobs" and making humans obsolete.

But I'm here to tell you that the opposite is happening. It's not the robots who are taking over, it's the humans - and we need to adapt our design thinking to this reality.

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woman with devices

Why a superior user experience creates customers (not consumers)

It’s tempting to see people who buy from brands as consumers, and not customers.

Whilst you may argue that these describe the same person, they do not. In fact, the difference between understanding these two is essential for creating a superior user experience.

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