Existing culture, products and innovations and the ways of living are key factors that should be considered during the process of creating or enhancing experiences. This includes people's behavoir, pattern of living and working, shared cultures, concerns and beliefs. This helps shape the context of the user to gain a clear understanding of the overall approach.
"It is itself a world of experience that in turns shapes other experiences and can help us understand the changing expectations people have of the experiences provided by goods and services."
— Press, M & Copper R, 2008, The Design Experience, p 74
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