Designit began as an idea. A couple of design students in Aarhus, Denmark, wanted to place humans at the centre of the design process. In 1991 ‘user experience’, ‘strategic design’, and ‘co-creation’ were not the industry buzzwords there are today, but ten international offices, an enviable client list, and a closet full of awards later, the idea seems to be catching on. Now they design product-service experiences that transform businesses, helping clients such as Audi, Novo Nordisk, Vodafone, IKEA, and the European Union place users at the┬ácentre of their work.