At the recent The Next Web Conference in Amsterdam, Dave Wiskus, designer and Creative Officer at application developer and design house Black Pixel, took to the stage to discuss the crucial importance of understanding your user when it comes to technology design.

Design is often the first thing to get cut from a budget, but Wiskus argues that in an increasingly competitive market, you need to care about it to stand out and make something truly great. He believes that design shouldn’t just be the domain of designers and developers – it should be an ethic that permeates entire companies.

You can watch his talk in full below and catch our interview with him here. Don’t forget to catch up with all the Conference videos and all of our coverage.