The paper talks about the shifting the focus of designing from objects to the user and user experience.
The author explains how the shift from object to the user has been witnessed from the social transformation, liberation through efficiency and modernist movement’s point of view. It states that the focus of shift first migrated from the form to the function that is the use of the object which then further moved closer to the users when the user, their reaction and experiences i.e communication became the central entities of the focus. The last step in the progression towards the user is designing the reactions of the process of interaction with the product i.e their experiences with using the object.
The author further says that the idea of designing users and their experiences has been generated by the reasons of why nice design failed to get approval of the people.
But in order overcome this problem if the efforts are being made to optimize this fit instead of creating tight fit, the problem of what is being designed and who is going to use it arises as optimization is always performed for the sake of something which is quite problematic since this whole process if based on the predictions rooted in the knowledge about the user and use.
In the end through all the discussion made the author he again reverts back to design the object by saying that even when we are designing the user and their experiences, the object is still the focus of the design perspectives.