Experience design is the discipline of designing products, services, processes, journeys…. really any kind of experience that focuses on the user as its core motivation. The challenge with experience design as an industry has been that the economic incentives for designers are misaligned with this core objective. Many companies fall into the trap of focusing only on design delivery and forget about the strategy and agility that also need to be key parts of this approach.

A more strategic approach to experience design will be an iterative one that starts with problem discovery and pain point identification drawing on design thinking, and leads to rapid prototyping – from outlining a paper, video or clickable walkthrough, to delivery of a minimum viable product (MVP).