Our role as designers has changed compared to 10 or 15 years ago, we are not the experts, the user is the expert. The people that went to a bakery store 100 years ago, they were the experts, they knew what they wanted and they could tell that to the local bakery. It is still the same, except for what has happened is that organizations are now unreachable and they can do whatever they want. So we are pulling the user back to the expert position. We are facilitating and giving them the tools to make them heard and get the important insights out of them.