Industrial design to experience design: searching for new common ground

Given the rapid growth in internet commerce the promise of experience design has attracted a significant following, but do we really have a sufficiently clear understanding of the field to capitalize on the concept? In the past few years it has become increasingly apparent that we are undergoing a major shift in consumer preference. Mass production has given way to mass customization. In response design has a more critical role to play in a more complex scenario. This shift from Industrial Design to “Experience Design” has had a profound effect on the way we work. The scope of experience design has precipitated the need for business, design, cognitive science and computing science to work in collaboration. The history of experience design is one of converging fields and can generally be located among five knowledge domains including: industrial design, graphic design, architecture, computing science and management. It is therefore not surprising that a variance in terminology units has generated confusion surrounding the concept of experience design. This paper proposes steps to create a more precise interdisciplinary and integrated terminology that advances our understanding and our ability to interpret the results of research that could contribute to more effective use of Experience Design.