Experience Design Means Two Different Things

Last night’s MIMA discussion on Experience Design was quite fun. As one of the community-members astutely observed; we were having 2 different conversations.

Experience Design = Refining all the touchpoints between a brand and its customers

or

Experience Design = A brand’s online presence

I prefer the first definition, it’s big and requires the entire organization to move in the same direction. The second definition feels like “interactive design” re-labeled to not seem so pre-1998.