Experience design is such an unfortunately lofty term for such a simple principle. Anything that gets used (read or interacted with) creates an experience for the person doing the using. This experience is what needs designing.
Experience design puts the person first
Although one can argue that a user experience is a subjective feeling and cannot be designed, you can design for a type or types of experience. For example, designing for school kids that are in Grade 5 is a whole lot better than designing for ‘users’.
We say make sure you design the experience first and foremost. It will inherently touch how things are structured, how they communicate through words, visually and also how they are built. We would rather design an experience for your customers than just a website.
Typical experience design deliverables include:
- Customer profiling exercises
- Usability analyses
- Site architectures and navigation systems
- Customer stories or scenarios
- Wireframes (or storyboards)
- Prototypes (or mock-ups of a design)