I don’t think there are many situations in design and user experience that cannot be analogised to the consumption of food, and those that can’t are merely a deeper and more meaningful challenge in wrapping the subject material around the concept of eating.

In December we spent a day working with several football clubs as a way of taking them on a journey towards improving their fan experiences.

Karl Randay

I’m Head of Design at 383, a customer experience studio based in Birmingham, in the UK.

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