“Some time ago, as a result of my conversations with my friend and colleague Marco van Hout, I came up with the idea of applying the cartesian model to this User Experience world of [ours]: What if we could use a north-south axis to represent the duality between the digital and the analog, and also use an east-west axis to articulate the the duality between the emotional and the rational? Once represented, we could place in this territory anything we could come up with: People, resources, disciplines, webs or products… As in ancient maps, this is a rather subjective and personal representation of the territory.”