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

– wikipedia

Experience design is about designing systems. This system consists of an interplay between people, objects and environments. This is an ecosystem of physical, digital, space & human experiences.

drivers for Experience design

  1. Rise of connected intelligence has brought a new digital era.
  2. Liquid expectations of people across multiple industries
  3. On demand culture and people’s desire for convenience & experiences

The rise of connected intelligence is bringing in a new digital era. IoT is giving rise to sophisticated, contextually-aware digital services designed to anticipate and respond to your needs. They react in real-time to changes in the environment and patterns of behavior, in ways that will transform how we live, work and play. Removing mundane tasks and anticipating our needs in delightful ways.

Today, we can combine new technologies to deliver a new layer of connected intelligence, revolutionising our ability to create exciting and indispensable services. These will transform and improve the way we live, removing mundane tasks and anticipating our needs in delightful ways.

how can we make products & services that improve users lives
and fit into our daily habits?


A user centric and design driven approach with technology as an enabler.

It starts with the people we are designing for. Examining the needs, goals & behaviours of the people we want to affect with our product – desirability. Once desirability is identified, we need to view our products through the lens of feasibility and viability. Experience Design is an important problem-solving tool that is capable of ensuring powerful market differentiation, it has radically transformed business operations causing brands to evolve. This has changed they way they engage with their consumers and their relationship with them. The solution that emerge at the end of the experience design should overlap the 3 lenses on Usability, Technological feasibility and Business opportunity.

activities involved in experience design

User research: User research focused on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies.

Service design: Mapping of end-to-end journey from the point of view of the user (front stage) and the organisation (back stage) and touchpoint identification.

Touchpoint design: Designing of single touchpoints that the user interacts with during the entire service experience.

The experience ecosystem can be so vast and complex that you’ll need a multidisciplinary team: service, business, strategic, interaction, industrial, visual, technical.

why experience design works

  1. It puts people first
  2. Combines business and creativity
  3. It’s a proven method for new challenges
  4. Able to discover new opportunities that didn’t exist – cause disruption