10 Immutable Truths of Experience Design

Experience Design (XD) is more than advertising.
It goes beyond marketing or market research.

Experience Design is a practice driven by moments of engagement between people and products, processes, services, events, or environments, and the ideas, emotions, and memories these moments create. Crafting the best experience possible requires an appreciation of some basic truths. We believe the following truths are fundamental to ensuring that each moment of engagement is made better…by design.

XD is Business Strategy

XD must be a top-down strategic commitment, not a bottom-up tactical exercise. Your business success (or failure) is a direct reflection of the experience of doing business with you. Choosing to lead your company from the human-centric perspective of XD is a strategic business decision.

Design experiences for success,
or risk experiencing failure.

XD is Transformational

When you design an experience you inevitably and intentionally change things. It is transformation by design. You must understand and manage the intended changes and anticipate unintended consequences.

Manage the change,
or risk having the change manage you.

XD is a Bridge Builder

XD encourages you to overcome artificial org chart divisions and behave as a single enterprise. Business leaders who embrace a human-centric approach break down barriers and encourage a holistic, cross-disciplinary, and cross-channel approach to meeting their experience design challenges.

Design together,
or risk failing apart.

XD is about Real People

You may design something, but the experience of that thing is someone's. Experience is by definition about participation, thought, and emotion. XD recognizes that empathy with emotional connections and meaning is important to successful solution design.

Know who you are designing for,
or risk designing for no one.

XD is about Expectations

Real people have real expectations. A great experience begins with a fundamental alignment of your intentions with your audience's expectations. Knowing and meeting expectations is a fundamental requirement of successful experience design.

Design for desired outcomes,
or risk undesirable results.

XD Acknowledges Employees are People Too

You spend a lot of time and money identifying your target markets and your customers. But your customers are only one side of the experience. Your employees are the other…and are too often ignored. A bad employee experience is the first step to a bad customer experience.

Help employees help customers,
or risk losing both.

XD is more than Usability Testing

Testing designs is helpful if you’ve determined what you’re designing serves a need. Understanding that something can be used is only relevant after you’ve determined it will be used.

Design for use,
or risk being useless.

XD Requires Context

XD is holistic. If you don't know who, what, why, when, and where, you can't design the how. The broader your context, the greater the potential value and impact. Narrow your perspective and your value diminishes.

Understand the larger context,
or risk being out of context.

XD is Ongoing

When your new experience launches, redesign begins. Data pours in. Feedback is fast and furious. What's working must be leveraged. What isn't must be changed. Ongoing management and governance are essential.

Measure, understand and act,
or risk becoming obsolete.

XD is Uncommon Sense

Knowing who you are designing for, what they want to do and how you can help them just makes sense. Simply stated: Companies that embrace and practice Experience Design wield an uncommon strategic advantage.

Design your experiences uncommonly well,
or risk being commonplace.

Truth be told…

Experience Design (XD) is the art and science of ensuring the success of every interaction between your business and your target audience.

Regardless of how you measure success — increased sales, customer loyalty, greater efficiency, faster adoption, shorter development time — well designed experiences move you closer to your goals.

Let's talk about how MISI can help you achieve your goals. Email us - or call - 610.257.3033