A new inflection point in human-computer interaction is upon us. Along with other technologies, Microsoft Surface marks a departure from graphical user interface (GUI) into the world of Natural User Interface (NUI.) This talk focuses a lens on how one design team is thinking about designing for a new era in which intuitive interaction is the imperative. Using theoretical models drawn from a mix of history, science, philosophy, and even video game design, this presentation reveals some principles behind experience design for Microsoft Surface and beyond. *UPDATE (26.09.2008):* Unfortunately due to personal reasons, August Los Reyes (the speaker for this session) had to cancel his appearance, nevertheless Lisa C. Anderson will be replacing him.