Why Experience Design? A quick look into why experience design, taking in insights from our very first Experience Design Week in Denver.

Why Experience Design?

By: Marisa White

Why Experience Design?

While the team here is finally getting settled back into the office, I wanted to take a few moments to reflect on ideas identified at our first ran Experience Design Week event last week in Denver. A first for myself-traveling to Denver presented an experience in itself. With an amazing team onsite that had been running the production and logistics leading up to the event, I was presented with the opportunity to attend and experience one of our events almost completely as an attendee, including partipating in most of our workshops, keynotes, and break-out sessions.

We stayed onsite at The Oxford Hotel—an intentional choice as the “Old Denver” vibes contrasted with our next gen experience topics. It was interesting to see the venue dressed up with technology for presentations, and the modern design of our partners in the networking hall.  

Throughout the program, my mission was to understand an important question. Why Experience Design?

Throughout the program we talked about the experience revolution and the experience economy, illustrated through case examples from speakers at MasterCard, Goldman Sachs, In2 Innovation, Chick-Fil-A and many more. There is a real “now” factor associated with designing for experience; a topic that simply cannot be ignored or forgotten.

And why is this? Nasan Group illustrated expertly at the kick-off of the event with the example of Mapquest. Mapquest began as a disruptor, but how quickly was the position replaced by Google? Wasn’t Sears just the Pre-Internet Amazon? These examples present the now-factor, but diving deeper, we find a bigger question around the why surrounded within the nature of  these enterprise organizations’  disruption.

Thinking deeper—an enterprise has more resources, more talent, more reach, more connections—how are these conglomerates being disrupted by start-ups? It’s a testament to their inability to move agile-y and the crippling effect this has on longevity of existence. When you cannot focus on the users, make changes based on their requests, and create desirable experiences, in today’s rate of change, it doesn’t matter how much of a foothold you have in the organization, you can be massively disrupted.

So we now can evaluate Experience Design as an opportunity—this is the answer. Whether you are a large organization looking to maintain competency, or you are a start-up, medium sized organization, and everything in between looking to make an impact in the market. Everything is based off of experience, and prioritizing customers is essential to success and sustainability.

To see more information on Experience Design Week and Keep in the loop for next year, see here: