Design oops, now what? Resonance: watch the film

Resonance from Continuum on Vimeo.

"The real challenge lay less in the technical problem but trying to solve the human problem. It's about understanding their needs and their aspirations and meeting them in some way. So, we are serving them. But sometimes their needs are to be surprised and delighted, and they can't tell us how to surprise and delight them. That has to come from us, as creative people in our profession."