The 21st century is characterised by ever greater reliance on the innovation paradigm of Human Centred Design HCD. In many sectors the practices of technology push and market pull have been giving ground to newer ways of innovating which are based more on careful attention to the characteristics and needs of people. Where ethnographic ergonomic and UX practices were once the remit of only the design teams the practices and values of HCD are now permeating widely leading in many cases to business