Experience Design

The Art of Experience Design

"Making technology easy to use."

Experience design (XD) is the practice of designing products, processes, services, events, omni-channel journeys, and environments with a focus placed on the quality of the user experience and culturally relevant solutions.

A meta discipline, experience design draws from many other disciplines including cognitive psychology and perceptual psychology, linguistics, cognitive science, architecture and environmental design, haptics, product design, strategic design, information design, information architecture, ethnography, marketing and brand strategy, strategic management and strategy consulting, interaction design, service design, storytelling, agile, lean startup, technical communication, and design thinking.

“A design practice focused on human outcomes, in particular the level of engagement and satisfaction that the user derives from a product or service and the relevance of the experience to their needs and context.”

Nailing down precisely what experience design is and how it relates to design as a whole isn’t simple.

“The terminology is still very new and its definition is in flux,” explains Deloitte Digital's experience designer Jani Modig, who considers the field “the bridge between business and design, combining organisational strategies and different design disciplines from UX to service design”.

David Eveleigh-Evans, chief creative officer at international experience design firm Method, has a similar take, calling it “an approach to design that enables you to think about the connection between business and its customers by defining the relationship they have”.

If this all sounds very abstract - and experience design often is - it's useful to cite some concrete examples of this all-encompassing approach to it. One often-quoted of how broad experience design can be is of the bank whose new website's online services were designed to replace many branch services, and so what branches were for - and therefore their design and branding - had to change to reflect business services replacing tellers.


Another example that always comes up on conversations about experience design is Apple. Seen as being at the forefront of experience design, the company's brand and approach to customer experiences defines what products it develops and how they work through to the minuitest detail of even purely digital apps.
A key reason, then, for taking an experience design approach is the increased interconnectedness of everything. “Customers don’t see differences between channels — mediums of interaction — and so jump from one to the other and expect the same seamless experience everywhere,” says Jani. “Experience design allows organisations to think where, when and how an organisation interacts with its customers.”

This can happen in the most mundane of places. Dan Harris, service design director at service design consultancy Fjord, says because people increasingly use social networks and web-connected services, their expectations of things like banks are now radically different, and so such institutions must change how they work internally and through interfaces (including websites and apps) to meet that challenge — “a huge area of design opportunity, because we can go out, understand what people value and see where their expectations truly lie, and help clients provide that experience and that service”.

David says this extends to countless products and services that have a disconnect with their brands: “They have a certain market image, but your expectation isn’t met when using the product. They have less quality and are poorly executed. Even Apple struggles with its huge ecosystem”.


A key experience design benefit for a business is to ‘fix’ this, and have everything driven from brand intention: “The promise of a brand and delivering that as a pure, clean way of creating the experience, through engagement and relationship to the customers — at every point of interaction.”

Categories: Design, Experience Desing, Strategy, User Experience