Meaningful benefits, ease of use and desirability – those are the three core ingredients in the recipe for success for the Danish design company design-people. So, although they are a company primarily designing technological solutions for their clients, technology is not the main focus. “When we take on a project, we spend about 20-25 per cent of the time on research and finding out what the users would really benefit from. The main focus is on people and user experiences, because knowing the users’ preferences allows us to create the ultimate user journey, which is so important for the final product to be a success,” explains Henrik Mathiassen, design and creative director as well as partner at design-people.