Experience design is a process that combines research, testing, and analytics to uncover insights that enable organizations to develop disruptive new products, reimagine service offerings, and create lasting brands. It takes an outside-in approach to designing new products and services, focusing on the "why" of an offering and delivering experiences that truly impact customers. Positive experiences are key to creating joy, driving utility, and generating loyalty, and organizations must put human needs at the forefront to deliver the experiences that people want next. Experience design involves understanding consumer perceptions, motivations, behaviors, and needs, and using this understanding to design products, services, processes, and customer journeys that resonate and are memorable.
