improving the other. THE CREATIVE PROCESS FOR DIGITAL The digital producer is the lead on digital projects, though less of a pilot and more an air traffic controller. Her role is to guide; to bring the various disciplines together in a disciplined way. In the digital age it has become the best way to create innovative work, such as our aeroplane-spotting billboard for British Airways (see also here). The Front End The front end where creativity and technology co-mingle has become known as UX – a deceptively simple acronym for User Experience. It describes what is a ferociously contested domain. As the internet developed, so did the need to make it easy to relate to. It was Don Norman who first gave us UX as a concept in 1998. As in other cases, what was originally meant morphed into something slightly different. Norman meant human-centred design. He writes, “I invented the term because I thought Human