How can we empower people to find, choose between, and make use of the multitude of computer-, net-based- and embedded services that surround us? How can we turn human-computer interaction into a more social experience? How can we design for dynamic change of system functionality based on how the systems are used? Tackling these issues is the core of the work in the HUMLE laboratory, and our solutions are inspired by observing that much of the information seeking in everyday life is performed through watching, following, and talking to other people — what we name social computing.