Steve McCallion is creative director of Ziba Design in Portland, Oregon, which has been a pioneer in using design research for major companies. McCallion launched Ziba’s consumer insights and trends group, using a blend of ethnography and cool-hunting to anticipate what people are looking for next.

In Glimmer: McCallion shows how experience design, and the use of “transformational metaphors,” helped turn a small regional bank into a phenomenon.

Quote: When designers use transformational metaphors, McCallion says, “we’re tapping into what Jung and Joseph Campbell talked about—the idea of the creation of meaning through myths, metaphors, themes.”

Website: www.ziba.com

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