What is experience design?
Experience design transforms spaces to be more inclusive and intuitive, efficient and engaging, sustainable and shared.
As designers of experiences, we use design thinking to center the needs of people moving through the world in many different ways. Our ambition is to reduce friction in the spaces where we work, play, shop, learn, travel, and gather. This might look like reinvigorated urban centers that invite people back in, hospital wayfinding tools that enhance patient experiences, or museum exhibitions that honor culture; interventions that create a collective sense of agency and possibility. In experience design, we’re not just driven by how something looks, but how it serves audiences, how it communicates, and how it makes someone feel. So instead of starting a one-way conversation, we’re opening up a dialogue that connects people to place.
We are researchers, planners, builders, and dreamers. Our practice is inherently collaborative because all our work is underpinned by empathy; a desire to make the world a better place for all of us. That’s why experience design isn’t just one discipline, but a symbiosis that happens at intersections. We know that all designers are motivated by the impact their work has on society—and that’s why we believe that, as the most impactful field of design, experience design is the ultimate endpoint for any designer.
Our work celebrates and educates, but it also challenges the ways we think about the world, inspiring tangible change. Our job is to create meaning, bring emotions to life, and add poetry to the systems around us. And to do that, we’re always raising our own standards in response to our changing world. As designers of experience, we face a unique challenge—but we also have a unique power to benefit the wellbeing of our communities and enrich the human condition.