22 2 TheProblemsofDesign refers to a current or potential buyer or user of the products of an individual or organizationthat is usually called the supplier, seller,orvendor throughpurchasing or renting goods or services. Depending on the industry, a customer may also be called a client, buyer,orpurchaser. There is a place where buyer and seller meet, which refers to a set of potential customers, the ‘market’. If buyer refers to a customer, then seller refers to a company/corporation. Organizations sometimes use terms and phrases such as “customer-oriented, customer-driven, listening to the voice of the customer, customer-centric, customer awareness, and customer retention” to emphasize that the customer and the market drive the business (Mello 2002, p. 4). This results in what is sometimes called ‘customer-centred design’. Since industries often exploit user-centred design as a tool to get their own customers, ‘customer’ and ‘user’ have been frequently confused or used interchangeably. Abusiness strategy, regarded as essential for success in the market, is a plan of action designed to accomplish credible defined goals that generally include “sales volume, rate of growth, profit percentages, market share, and return on investment (ROI), among others” (Rosenzweig 2003, p. 1). These concepts help to understand a market rather than give an understanding of users and the usage of products. Markets can be represented accurately in terms of segments. The first task of a marketinggroupistoidentifyrelevantmarketsegments,whichcreatesaframework for developing market strategy with segmentation variables such as “demographic, geographic, psychographic, product use and application so on” (Rosenzweig 2003, p. 3). Somemaybedefinedassubsetsofothervariables.Forexample,themarketing people may segment the world in terms of country markets and then analyse each, using lifestyle variables. In the segmentationprocess, humanbeings are formalized into customer groups. For example, according to Rosenzweig (2003), demographic segmentation cate- gorises people using family income, age, sex, ethnicity, and education level as explanatory variables predicting differences in taste, buying behaviour, and con- sumption patterns (p. 3); while psychographic segmentation categorises consumer lifestyle according to parameters such as attitudes towards self, work, family and peer group identity (p. 4). There are a variety of techniques and methods, but they are all ways of formalization of human to customer. In such approaches, ‘customer’ is represented as an abstract person with objective statistical characteristics. Human-CentredandHuman-ExperientialDesign We tend to believe that most of our actions are carried out consciously. It is, however, our unconscious behaviour that preserves the natural flow of action in many situations. We become harmonized to things that all of us end up doing without really thinking. For example, in specific situations, placing something for convenience, holding hands to ones forehead because of blinding sunlight, and