User Friendly has brought together leading interaction and usability experts from around the globe. Senior designers and managers from Microsoft, HSBC and the Chinese government were all present. What is surprising is the level of investment China is placing in it’s creative industries - aiming to be a leading global economy in design by 2020. My perception of China has changed from an economy that is ripe for production outsourcing partnerships, to a potential market that could mature quite quickly. Should this happen it will be interesting to see how this affects western digital agencies. How long will it be before clients are brave enough to test Chinese creative agencies on briefs that can be delivered at a fraction of the price. In reality this may be a few years off - but certainly an economy to watch.