Introduction Understanding the needs and wants of users is widely believed to be essential for design; also widely accepted is that various groups of professionals are specialized in studying users. For example, the human-factors specialists study usability—mainly physical and cognitive usability, although some1 emphasize emotion and experience as well. The social and behavioral scientists focus on people’s psychological, social, and cultural needs and wants.2 User study is conducted not only after the fact, to test and evaluate usability of products and services, but also at the “fuzzy front end,” to determine what to design.3 The latter is often referred to as “design ethnography,” ”new product ethnography,” or ”user experience study,” and it has received much attention in design scholarship and literature.4 Design ethnography aims to obtain knowledge about the culture of users to discover their needs and desires—especially the “latent” ones. Typically, the design process begins with a rapid ethnographic study of users and use contexts. Study results then form the basis of design requirements by which designers might create innovative products or services. In this article, we call into question this current practice and received view on design ethnography and the design process. We argue that the default practice of first-user-study-then-design is conditionally useful: It is most suitable for a design context that is relatively determined. We also propose that when the design context is highly undetermined, a design project might begin with projecting new, possible alternatives instead of studying the users. Based on Peirce’s abduction, his semeiotic and some quasi-experiments, we further present an approach we call transfer to exemplify our proposal. The sectors of design practice, education, and research have been fairly serious about user study, design ethnography, and the like for the past decade and more. These models can of course be useful and should be taught and practiced. However, in our opinion, they have overshadowed the projective competence, without which nothing new can be imagined. We mean the generative capacity to conceive and synthesize future systems, situations, or artefacts. While there is an abundance of research, discussions, and interest in user study approaches and methods, a parallel development in projective competence has not taken place.5 The aim of our examination is to re-open a forgotten path for design and design research: namely,
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