design

The most fundamental software infrastructure has become commoditized to the point where most of the innovation is now created at the interface with end users. In the consumer internet world in particular, the marginal cost of software is zero, and design is now the differentiator.

We like to see designing friction as a fundamental design principle when working with digital culture. Instead of following design ethics that strive to eliminate friction we suggest to not only allow, but embrace friction, facilitate it: design [products with] digital technology in a way that makes space for our humanness. Here friction is a core ingredient. Digital technology should create environments and situations in which we can truly connect with each other, as well as with the unknown, the uncontrolled, with all senses, all elements, all emotions. Create situations that are not calculated beforehand, predicted and measured; situations that result from and amount to the present moment.