“The action of personalization is rarely addressed and often considered inconsequential by the designer who is trained to control a ‘vision’ of the product. Acknowledging the impact of the user demands much more of the designer because it introduces the element of surprise – one never knows exactly what the user will produce – and threatens a commonly held assumption of what design is or can be. The innate action of the user, if considered in tandem with the designer’s ability to unify, may provide the means of achieving a new dynamic in our relationship and understanding of the objects around us.” HDF 2007