The strategic value of Experience Design

Design is an evolving discipline, adapting to changing contexts and the evolution of products, systems, and services. While the fundamental human capability to observe, understand, define, and anticipate users’ needs remains constantly at the core of the profession, the application context undergoes transformation. Arquilla, in “The Value of Design Today”, traces the evolution of design, progressing from simple, single-material products to digital products and services in today’s era. Successful products and services excel by providing engaging user experiences that creatively address explicit needs. The transformative impact of design is exemplified by Piaggio’s Vespa, which simplified mobility, offering ergonomic accessibility and economical performance. Contemporary technology endows objects with learning and cognitive abilities, necessitating the design of holistic and integrated user experiences. The User Experience perspective plays a strategic role in supporting designers to create advanced tools aligning with user needs and business objectives. As Don Norman highlighted, “everything is an experience”, emphasising the significance of each element, from packaging to interface, in shaping the overall user experience. User Experience Design is not a novel concept for Design and Designers; rather, it signifies an evolutionary approach to addressing the design and complexity of modern products and services.