title: Design by story-telling.
abstract: The paper looks at a four-step process to facilitate design for a particular market, in this case old people. A key element is to enable the visualization of possible design solutions and for this an important ingredient has been found to be story-telling about what people want and scenario building for products and services in use. This is particularly true when crossing national boundaries, and some demographic and geographic differences between the USA and Europe are highlighted.
authors.affiliation: IDEO, 7-8 Jeffrey's Place, Jeffrey's Street, London NW1 9PP, UK.
authors.forename: B
authors.initials: B
authors.lastname: Moggridge