The Importance of Uncertainty in User Experience Design

We tend to keep a sort of like company or product or service bound mentality when we approach these things. We don't call them users because it feels like, you know, not the right way. So what comes out of the cross-channel, sort of like mapping exercises and methodologies that I will talk about tomorrow, is that sometimes you just need to be aware that you don't control the experience, but you can be a player in that.