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By designing how we as users experience a service or product, user experience design is a central touchpoint for how we interact with the human-designed world. The winning iF DESIGN AWARD 2021 User Experience entries are a mixture of digital interfaces – think apps and software, IoT and artificial intelligence – and product interfaces, often in combination with smart technologies. The range of applications and user target groups in this rather small discipline is astounding, from apps geared towards children to complex management systems for transport. If only all of our interactions with services and products could be this well designed!