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In this paper we describe the fundamental principles that guide our work process at 5050 Ltd, in developing concepts and prototypes for personal technology devices. We maintain that in designing personal devices it is critical to address the social interaction elements of the user experience. We introduce the term “social functionality” to refer to those aspects of a device that are specifically designed to elicit sociability and serendipity. It also refers to those aspects which enable users to communicate or represent individuating characteristics through the use of their device. Social functionality is seen as a critical success factor in the design of future personal devices. Introducing social functionality in personal technology devices requires a multidisciplinary approach. Design and technology are seen as inseparable elements of the development process. The mbracelet 1, a wearable prototype we developed for, and in association with, NCR’s The Knowledge Lab, is used as a case in point.