1. Homing in. Improving the negatives in products Existing products. not recycling! Interaction. games Odd behaviour. observing reactions Not furniture Not discovering new materials No political issues Not serious!

2. Cultural Probes

3. Secondary Research

4. Bug List

5. Metaphor

6. Observing life

7. Identify need

8. + Form

9. = New product

10. Adapting

11. Co-opting

12. Conforming

13. Signalling

14. Behaviour VS signaling