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Because human beings are for the most part thinking actors in their relation to technology, I propose to analyse and design products and processes from a conceptual framework, which I have called YUTPA. YUTPA is the acronym for 'being with You in Unity of Time, Place and Action'. You, time, place and action can be understood as dimensions that can have different values between you and not-you, now and not-now, here and not-here, do and not-do. The word unity refers to the specific set of relations between these four dimensions that is designed in a certain product or process, which makes certain interactions possible while it excludes others.