TheHuman-User Dichotomy 19 Theuser-experiencedesignertries to help users’ understandthe system by adopting users’ experience in another domain (Imaz and Benyon 2006; Waterworth et al. 2003) and applying it in design. Over the past 30 years or so, more and more interface designers have adopted this style. Recently it has been spreading to other devices such as mobile phones, digital cameras, audio-visual equipment, and most websites used in everydaylife. But user-experience design is a very fuzzy concept and the term is used in many different ways. User experience design is supposed to be rooted from the principles of human-centreddesign as defined, for example, in ISO 13407 (1999). In essence, user-experience design conforms to human-centred design principles. Whereas human-centred design as defined in such standards largely focuses on traditional usability factors, recent user-experience design focuses more on factors relevant to affect, interpretation and meaning (Roto et al. 2011). Designers, especially user- experience designers, emphasize that user-experience design focuses on humans and their experiences with and of technology, not merely on using the technology. We can find a number of definitions of user experience design in academic papers (Alben 1996; Hassenzahl and Tranctinsky 2006; Sward and MacArthur 2007;Hekkert2006; Hassenzahl 2008; Colbert 2005) and well-known websites such as www.nngroup.com(Nielsen-Norman Group); www.upassoc.org (Usability Professionals’ Association); and www.interaction-design.org. There are also other approaches to understanding user experience, such as co- experience, shared experience and group experience, which focus on the social aspects that are hypothesised as contributing to the construction of experience (Hassenzahl 2010). Since digital products, computers and mobile phones have become distributed almost everywhere, social and cultural aspects of design are becoming increasingly important. Recent approaches consider the situations in whichexperiencesareconstructivelyformedandwhereparticipantsmutuallycreate interpretations and meanings from everyday life contexts, thus allowing for co- evolution of designs with social practices (Battarbee 2003). Even though there are many definitions of user-experience design, it is not easy to find any distinction made between being a user of technology and a human being. A user is typically conceived of as focused on foreground tasks through full access to a central display. The mouse is used as part of a two dimensional paradigm that assists with easy spatial navigation of the displayed contents, by clicking, dragging, selecting and operating on 2D graphical objects. Although this is in some ways a flexible approach, two-dimensional input-output interface is still limited whenappliedtomanyactivities,forexampleface-to-facecollaborationorin fundamentally distributed environments. People have again to adapt to the limited computingenvironment,whichbreakstheir natural flow of action. To define true human-centreddesign would be to give an answer to the question ofwhoweareashumans.Thisassumesthatwearenotmerelysegmentedcustomers or just users of technology, and much less are we predictable machines. Given the correct design approach, people need not – indeed should not – be aware of themselvesasusers.Designshouldaimtorealizeanidealinwhichouractivitiesare characterizedby a natural flow of action, without any intrusions from technology.It