What makes an experience engaging and memorable? From working on elusive 'big ideas' to reimagining classic techniques, 

this blog covers some of the most prominent and influential ideas that shape people's experiences in the digital world.

We will also explore why the terminology 'Experience Design' is used, why we can't simply use UX/CX/Service Design, and how to apply it to create a future-ready digital experience ecosystem.

It also encompasses a fascinating range of approaches, including visualizing concepts, the art of storytelling and narrative arc, utilizing metaphors and analogies, and employing shock tactics and humor.

I first heard the term 'Experience Design' way back in 2001 (This was long before the term 'UX' became popular) when I was a creative designer working in Portland, OR, while having an intense conversation with a creative director, whom I said, "Your idea of design is just inside America, it is time you need to go see how people across the world connect to products and services".

But Don Norman, a cognitive scientist and pioneer, coined the term "User Experience" (UX) in the 1990s. To describe the entire interaction a person has with a product or system, going beyond just "usability" or "human interface". He introduced the term at Apple, where he became the first "User Experience Architect".

When we say "design" I think of order, reliability, usability, and problem-solving. But what about the chaos the mind is going through, the mental tension to make a decision, conflict, interpretation of the environment, and the lost communications?That's why I say "Art is personal, design is global" and "Experience is proprietary".

In simple terms, Experience Design levitates human interactions and guides people and animals to celebrate life by easing their frustrations.

Experience Design vs UX vs CX vs Service design

These terms often get blurred, but clarity matters:

The Experience Design Architecture (Customer Experience → Better Choices → Opportunities)

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Experience Design is not fluff or jargon. It is a discipline that must deliver measurable outcomes, solve real business challenges, build trust, and create experiences that drive growth.

A small team, preferably with no more than three members initially, until the idea is well-shaped and accepted by the stakeholders.

Measuring success (Adoption, NPS/CSAT, TTV, Cost-to-Serve)

Link these to revenue growth, retention, and lifetime value to show tangible impact.

Q: Is Experience Design only for large enterprises?

No. Startups and SMEs also benefit from differentiating early through experience.

Q: How is XD different from design thinking?

     Design thinking is a methodology. Experience Design is a discipline that applies it, along with other frameworks, to real business challenges.

     No. AI accelerates prototyping and personalization, but human imagination, empathy, and judgment remain central.

Q: How to effectively use AI to increase the website experience?

At Pepper Square, we believe AI should not just automate, it should elevate. On 

, we are experimenting with the Old Fashioned versus the New Way of experiencing a website. 

The old way is static: pages, menus, endless clicks. The new way is adaptive: conversational, personalized, and predictive. 

We see the website of the future as less of a brochure and more of a living system, one that anticipates intent, guides with clarity, and removes friction.

Experience Design in 2026 is no longer optional. It's the bridge between technology and humanity, business and people, ideas and outcomes.The organizations that succeed will be those who design with clarity, intent, and soul, not just to build apps or campaigns, but to shape experiences that grow businesses and connect deeply with people.

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Experience Design: The complete guide - 2026 exclusive edition to create a future-ready business

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Your website is no longer just a digital presence—it's the foundation of your brand experience. In today's experiential economy, where customer expectations are higher than ever, enterprises can no longer afford to neglect their online experience.

We recently had the opportunity to design and launch a website for one of our customers GMMCO Limited. Gmmco is at the forefront of the infrastructure industry, driving India's growth with world-class solutions and expertise. 

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The website reinforced a crucial lesson: A seamless, engaging, and user-centric website is not a luxury—it's a competitive advantage.

The Reality Check: Are Enterprises Keeping Up?

Yet, many enterprises still see websites as a checkbox instead of a strategic tool to drive engagement, trust, and conversions.

The enterprises that focus on experience-first strategies will dominate the experiential economy. The rest risk becoming obsolete.

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How is your enterprise leveraging website experience to stay ahead? 

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How Enterprises Worldwide Must Prioritize 'Experience' to Stay Ahead in the Experiential Economy

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Is AI the next step in human evolution or a tool for our destruction?

Is Artificial Intelligence a valid extension of human intelligence, or is it entirely new?

We fear AI will make us sluggish, reducing our ability to use our potential or making us humanoid. 

AI has unlocked possibilities, freeing the human mind from storing trivial historical knowledge, from Greek mythology or Egyptian mummies to the meaning of psychology.

Knowledge creates bias. AI provides the tools to pull us towards the self by removing the baggage of knowledge. This helps humans to conserve energy and channel it to experience life in multiple dimensions. 

Knowledge is acquired, whereas intelligence is inherent and universal among humans. However, access to information and knowledge, which were previously limited, is now widespread. Today, individuals from diverse backgrounds, from the President of the United States to street vendors in India, have access to the same information.

It's time to throw away our bias from our past and unlearn to live without unnecessary information overload. 

How about time with the hills, the mountains, the clouds, the wind, the rain, and the river? 

AI is an existence gift through human intelligence, allowing us to go into a state of no mind and be on the lap of the universe. 

Neti Neti. Buddha says, "neither this nor that," but the state of nothingness.

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Companies that slow innovation go bankrupt. The future of business is DIGITAL. Future-ready businesses fuse creativity and technology.

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Business Success

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Building future ready businesses

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Our product is superior, and no one can match our service. We don't compete; we innovate based on market needs; we know what our customers want, blah, blah.

We are reactionary beings who rarely learn to respond. Reactions are emotions, and emotions are the lowest level of human consciousness. When we react to things, we focus on activity, which is unconscious. 

However, perceptions are not emotions but a deep sense of what customers believe about your product/service. When we go deep into the customer's psyche, we take action that is driven by consciousness. 

While price, quality, and features are given attention, companies rarely focus on understanding human behavior.

To be a leader, you need to amplify the experience of your product/service so that it steals the users' hearts. Empathy plays a role in this, and empathy is the highest level of consciousness.

Great companies either disrupt or change behavior. Outstanding ideas do both, paving the way for unprecedented growth and success.

Use automation but personalize. Use omnichannel tools and platforms to garner consumer attention, but be where your customers are.

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Go where the customer is

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In the era of AI, it is crucial for teams to have face time with customers. Once seen only in Sci-Fi films, communication tools are now widely available, and access to information is at an all-time high. However, the prevalence of social media has made decision-makers more elusive. While leaders may see and hear your requests, they often fail to respond.

In today's business landscape, traditional communication methods like emails, cold calls, and instant messaging are no longer effective without a compelling 'hook.' However, understanding the customer's challenges and needs is not just a key but a master key to gaining access to their calendar. It's not just about what you want to say but what they need to hear.

Applying old solutions to new problems is ineffective and will lead to failure. What will lead to success is discovering new solutions to old problems that show the light at the end of a dark tunnel.

Looking ahead, it's crystal clear that relationships will continue to be the cornerstone of business success. It's not just about transactions but about building strong relationships with customers. These relationships, built on trust, will be the key differentiator that sets successful businesses apart from the rest.

As the digital transformation gathers pace, the shift from focusing solely on technology that has been working for you will not help you move forward in the fast-paced, experiential economy. 

Moving away from low pricing to delivering value and ease of access is becoming increasingly evident.

Navigating this evolving landscape, businesses must embrace innovation and customer-centric approaches. Adapting and responding to customer needs in real-time will not only be the differentiating factor of business success but also empower you to lead the way with confidence and capability.

By leveraging technology to enhance rather than replace human interactions, companies can create meaningful connections that drive long-term loyalty and growth.

Ultimately, the future belongs to those who can illuminate The Dark Tunnel of technology, transform challenges into opportunities, and lead the way with vision and resilience.

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The “Dark Tunnel” technology?

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The days when Subject Matter Experts (SME) insights were considered unquestionable are long gone.

As humans, we tend to get stuck with our limited knowledge; without continuous updates to the latest tools, technology, trends, and people's needs, our perspectives become biased and fail to align with our customers' real challenges and requirements.

Successful business leadership requires the courage to challenge the team. When the team responses do not meet your expectations, the power of data can reveal surprising revelations.

Great companies are built on doubting everything until it becomes a question and questioning everything until it becomes science. Science, like data, is universal; it is the same for you and me, making us part of a larger, objective system called "Only Results Matter."

The trust deficit is at an all-time high. We are bombarded with WhatsApp university graduates, who are plaguing the world with information focused on getting Likes. Enlightened business leaders are only convinced if proven with data, numbers, and credible sources.

Ultimately, business is about results, and results are achieved only with numbers. Numbers don't lie and are the key to driving the urgency and necessity of data-driven decision-making.

It is time to convert information into data and data into numbers. When done, the result is a pure, unadulterated product, much like feeding carrots into the Norwalk slow-press juicer. This produces nutritionally dense and enzyme-rich cold-pressed juice, a true gift from nature to your body.

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Numbers  don’t LIE!

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Creativity is at the heart of innovation. It involves envisioning, transforming, and believing in an alternate reality.

No product or service is immune to failure. Even those from globally renowned companies. Consumers are unforgiving—your brand, features, price points, and promotion matter less than how they feel and their experience. This is what we call 'perception,' and it's a powerful force in the market.

The free market system is built on the foundation of reward and risk. Visionaries in leading companies and their development teams constantly work on the next big thing. The reward is higher profits and a bigger market share, while the risk involves developing a product that fails spectacularly, leading to financial loss, damage to a company's reputation, or even business closure.

It's rare for a service company to create a successful product, but many product companies excel in providing top-notch customer service.

Effectively communicating what sets your products or services apart to customers is not just important, it's critical to business success. When done well, it empowers customers with the information they need to make well-informed decisions about the products and services they choose.

Digital fatigue is prevalent. Users have just 7 seconds to decide. So, how do you win their hearts?