2024 SEGD Xlab Recap

Unpacking the immersive, the inclusive, and the art of authenticity in experience design

Dana Michaelis, Zoë Franklin, Kristen DiCamillo, and Mark Coxon present “Anatomy of a Compelling Digital Experience”

2024 SEGD Xlab took participants on a journey through the evolving landscape of digital and spatial design. The event brought together leaders in experience design, technology, and inclusion to discuss creating spaces that resonate emotionally and authentically. This year’s event took us beyond pixels and screens, into a multidimensional exploration of immersive storytelling, inclusive practices, and the delicate balance between authenticity and artifice. We were thrilled to gather in Brooklyn for exclusive pre-event tours, and were then excited to welcome over 230 attendees to the SVA Theater in Manhattan for the main event.

Creating Impactful, Memorable Experiences

SEGD Xlab opened with a powerful message about the importance of creating large-scale, deeply impactful and emotional experiences. We learned that effective design should “big it up,” not just in scale but in emotional depth, creating lasting moments that connect and linger.

Throughout the day, speakers expanded on this theme, recognizing that without “time machines” that could actually bring the past to life, designers can still achieve authenticity when they include the techniques they are embedding into the narrative. Transparency is a key technique in building trust, which is a necessary step towards creating spaces where all visitors feel seen, heard, and welcomed.

Man-Wai Cheung presents the Opening Keynote
The Future Beyond Screens: Invisible Technology

A recurring theme during the SEGD Xlab sessions was the future of technology in immersive design—a future where technology fades into the background, becoming seamlessly embedded in our surroundings. In the panel “Anatomy of a Compelling Digital Experience,” leaders discussed how evolving technologies are creating opportunities for experiences that transcend the perception of screens. The vision of a “post-phone” era emerged, where technology surrounds us rather than occupying our hands, allowing people to be fully present. In this future, the internet isn’t something we look at; it’s an ambient presence in our lives, an “invisible” layer that makes engagement more natural and freeing.

This concept of technology as an unseen layer opens up possibilities for designers to build environments that feel more human-centered and less mediated by devices. By removing the visible barrier of screens, technology can enhance spatial experiences without interrupting them, leading to spaces that are not only immersive but intuitively responsive.

Inclusion and the “Speed of Trust”

A core concept of SEGD Xlab was the need to design with inclusivity and transparency. Discussions on creating multidimensional experiences emphasized spaces that celebrate diverse backgrounds and sensory needs. Inclusivity was framed as a continuous process of commitment, achieved by working at the “speed of trust.” This process requires time, attention, and care to build environments that hold space for differing values, voices, and needs.

Further exploration of trust-building in design underscored that authentic, inclusive environments are the result of transparent design processes. These approaches ensure that spaces are welcoming on all sensory levels, using lighting, sound, and layout to foster a sense of belonging for everyone. Trust, it was emphasized, is a long-term investment that remains foundational to an inclusive design culture.

Chris Mellor presents “At the Speed of Trust” along with Sara Smith and Stephanie Stewart
Navigating AI: Balancing Personalization with Privacy and Ethics

The rise of AI in experience design sparked thought-provoking discussions around the ethical and privacy challenges of AI-driven personalization. AI offers extraordinary potential to tailor experiences to individual needs and abilities, creating spaces that adapt and respond to users’ preferences and enhance accessibility. At the same time, this personalization carries significant ethical and privacy concerns. As AI systems learn from user behavior, designers must navigate how much data to collect, store, and analyze without compromising personal privacy or autonomy.

A key takeaway was that AI-driven personalization in experience design must be guided by strong ethical standards. While the technology allows for experiences that anticipate and meet individual needs more seamlessly than ever, the challenge lies in implementing these systems transparently and responsibly. Designers and technologists alike are tasked with maintaining trust and respecting user autonomy, recognizing that ethical AI is as much about recognizing boundaries as it is about creating agency—ensuring that personalization enhances rather than infringes upon the visitor’s experience.

Judith Zissman presents “Don’t Get Stale: Planning for Relevance”
Retrofuturism: Learning from the Past to Shape Our Future

The closing panel on “Retrofuturism” offered a reflective end to the day, looking at how past visions of the future can help us shape the direction of design today. Speakers discussed how elements from bygone eras still inform modern aesthetics, ambitions, and values, reminding us that history holds valuable lessons. Retrofuturism not only celebrates technological optimism, but also grounds innovation with an awareness of where we have come from.

Framing the future through the lens of the past encourages designers to recognize enduring principles—like the need for transparency, inclusivity, and emotional connection—that transcend time. This reflective approach reminds us that while technology continually evolves, foundational values in design remain, guiding us toward a future where innovation is balanced with empathy and authenticity.

Participants mingle in the SVA Theater lobby during a networking break
Key Takeaways
  • Immersion + Transparency = Authentic Experiences: Authenticity requires more than immersion; If designers build trust through transparency audiences will have meaningful, resonant experiences.
  • Designing at the Speed of Trust: Building inclusive spaces takes time and commitment, honoring the diversity of values and perspectives.
  • A Holistic Approach to Experience Design: Beyond digital or physical dimensions, experience design should resonate emotionally and inclusively.
  • The Future Beyond Screens: The next era of design points to technology as an invisible layer, freeing people to be more present and engaged with their surroundings.
  • Transparency Is Key: Media immersion often risks inauthenticity, so designers must communicate openly about artificial elements within experiences.
  • Navigating AI and Ethics: As designers implement AI-driven personalization, maintaining transparency and respecting user privacy are critical.
  • Learning from Retrofuturism: The past provides valuable insights for a future rooted in empathy, inclusivity, and enduring design values.
Speaker Acknowledgments

Thank you to our outstanding speakers and their organizations for sharing their insights:

Pre-event open house tour of AV&C in the Brooklyn Navy Yard
Pre-Event Tours at Brooklyn Navy Yard

A special thank you to our firm hosts for the pre-event tours, offering behind-the-scenes looks at their innovative workspaces and design philosophies:

  • Breakfast Studio – Hosted by Andrew Zolty, Data and Kinetic Artist
  • AV&C – Hosted by David Bianciardi, Creative Principal
  • HUSH – Hosted by David Schwarz, Erik Karasyk, and Kristen DiCamillo, Partners
  • 5TEN – Hosted by Benjamin Price, CEO/Design Engineering Director
  • Potion – Hosted by Dalal Aljassim, Strategic Development Manager, Experiential, Potion; and Marshall Thompson, Director of Strategic Growth, Hyperquake

Thank you to everyone who contributed to making Xlab 2024 a memorable and inspiring event, underscoring that while technology will continue to advance, the core of impactful, memorable design remains the same: empathy, transparency, and trust.

Special Thanks to Our Sponsors

We extend our gratitude to our presenting sponsors, DCL and Nanolumens, and our leading sponsors Peregrine OKB and Pixera, and supporting sponsors Daktronics, Electrosonic, Float4. All of our partners made this event possible through their generosity and support.

About SEGD

We are designers of experiences connecting people to place. SEGD is a multidisciplinary community collectively shaping the future of experience design. We are a thought leader and an amplifier in the practice of experience design. Learn more at segd.org.