In Chapter 18 of 18 in her 2011 Capture Your Flag interview with host Erik Michielsen, interaction designer and researcher Lauren Serota shares what role objectivity plays in designing experiences. She notes her aim is less to be objective and more to consider the experience from the user's perspective. It is more about putting herself in the shoes of the various research subjects who will interact with the product or experience. Serota is an interaction designer at frog design - http://frogdesign.com - and a professor at the Austin Center for Design - http://ac4d.com . She earned her bachelors degree in industrial design from the Savannah College of Art and Design (SCAD).