Effortmark: better forms and surveys for 20 years

Is it really 20 years since I set up Effortmark? 1994 seems both a long time ago, and very recent.

Some things have changed: these days, we talk about ‘design thinking’, ‘service design’, ‘user experience’. Then, it was ‘customer focus’, ‘business process engineering’ and ‘human-computer interaction’.

But some things definitely haven’t: my work then and now is about focusing on people, on what computers are for rather than how they work, and most of all on betterĀ forms and surveys.

Effortmark's 20th birthday cake

Many thanks to the Service Design in Government conference for this magnificent birthday cake