During the Lift conference, a team from frog design (the global innovation firm) has roved amongst attendees, presentations and hallway discussions. Why? They acted like anthropologists, studying the Lift attendees in their “natural habitat” to find ways of improving the future Lift Experience. Frog used a number of methods to gather insights, and looked for some volunteers to self-document their conference experience. These volunteers participated in a special brainstorming workshop. Results of this first-time ever “Lift under the design microscope” program are shared by Elizabeth Roche and Adam Richardson at the end of the conference. Distributed by Tubemogul.