In his 2012 interview, branding and design strategist Ross Floate notes a product is great when the person using it is altered for the better. He notes "product" is an assembly of features, any of which could create that altering user experience. He shares an experience designing an in-flight magazine for Qantas Airlines and how it applies to his overall approach to work. Ross Floate is a principal at Melbourne, Australia-based Floate Design Partners.
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