Dilesh Lalloo

London, UK

I've been in this game a long time, and lucky enough to have been there near the begining. Everything to me is about invention. Inventing new ways using digital, but without having to build anything physical.

The way we react to emotional cues fascinates me and it's what drives me to learn more about the people who I am designing for.

I follow these principles:

  1. Technology changes faster than behaviour. Design for behaviour.
  2. Show. Don't tell.
  3. Ideas are nothing without action.
  4. Rich or poor - time is the most valuable thing anyone can give.

I've been lucky enough to work with some very talented people at Euro RSCG (2000), AKQA (2002), Agency Republic (2005), Glue (2006), Poke (2006) & GT (2007).

I've taken the best of everything I've learned in my career, and applied it to my role as Head of Design of UX & design studio Pixelgroup, which I founded in 2006 with my partners.

I love my job.