User experience methodology: from the physical to the emotional.

The author reflects on the move of design thinking from the physical to encompass the emotional and behavioural, the designers' creation of a context for experience and why user experience (UX) is a discipline providing the user-centric and analytical data-driven approach needed when designing appropriate and effective products and services. He discusses various research methods that allow designers to work within the intersection of user, context and system to define design principles.