In Chapter 14 of 18 in her 2011 Capture Your Flag interview with host Erik Michielsen, interaction designer and researcher Lauren Serota shares why she places a higher value on experiences than material goods. Serota notes material goods are temporary and do not exist unless someone uses them. She focuses more on the user experience, as experiences are ultimately the end goal, not the product itself. She shares a story from working abroad in Zambia where material goods were rendered useless when lacking experience design and associated instruction. 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).