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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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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Want to build a     "FUTURE-READY" business?

Solve the real problems for the user and deliver a helpful, loveable, and friction-free experience.

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Increase conversion

Align the strategy with the customer journey and diversify tactics, channels, and media types to personalize.

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Optimize campaigns

Helping your customer to navigate seamlessly between the different channels your business operates.

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Seamless omnichannel

Increase confidence and trust that is perceived as a provider of more value to build an emotional bond.

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Higher brand reputation

Equip your business with the flexibility to quickly adapt to market changes and emerging trends.

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Digital readiness

Helping businesses to start generating revenue from their product/service sooner.

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Faster go-to market

Experience Design use cases for

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Serving 400 million meals  across America

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Enabling next-gen digital experience in life sciences

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Leverage the audience’s first insights to create innovative solutions.

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Value strategy & consulting

Elevating concepts into digital experiences that inspire.

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Digital platforms & product design

Transforming ideas into experiences where design meets user delight.

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Customer experience design

Scripting success with AI tools, platforms & strategies for scale.

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AI readiness

Experience Design services

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A well-designed user interface can increase conversion rates by up to 200-400%.

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McAfee saved 90% in expenses after integrating usability testing to learn about its customers and their needs.

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Jacob Nielsen

Jacob Nielsen found that when customer experience improved, it raised a company's KPIs up to 83% in conversion lift.

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Mike Gebbia

AirBnB’s Mike Gebbia credits UX with taking the company to $10 billion.

Experience Design

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Drive growth with human-centered UX, UI, and journeys that convert and retain.

EXPERIENCE
DESIGN

Drive growth with human-centered UX, UI, and journeys that convert and retain.

Experience
Design IMPACT

A well-designed user interface can increase conversion rates by up to 200-400%.

McAfee saved 90% in expenses after integrating usability testing to learn about its customers and their needs.

Jacob Nielsen found that when customer experience improved, it raised a company's KPIs up to 83% in conversion lift.

Jacob Nielsen

Usability Pioneer, UX Tigers

AirBnB’s Mike Gebbia credits UX with taking the company to $10 billion.

Mike Gebbia

Co-founder, AirBnB

A well-designed user interface can increase conversion rates by up to 200-400%.

McAfee saved 90% in expenses after integrating usability testing to learn about its customers and their needs.

Jacob Nielsen found that when customer experience improved, it raised a company's KPIs up to 83% in conversion lift.

Jacob Nielsen

Usability Pioneer, UX Tigers

AirBnB’s Mike Gebbia credits UX with taking the company to $10 billion.

Mike Gebbia

Co-founder, AirBnB

Experience Design use cases for
BUSINESS SUCCESS

Increase conversion

Optimize campaigns

Seamless omnichannel

Higher brand reputation

Digital readiness

Faster go-to market

FUTURE READY
Experience Design services

Want to build a "FUTURE-READY" business?

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

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

Go where the customer is

Related links

Related Services

Digital Engineering

Omnichannel Marketing

Video Storytelling

EXPERIENCEDESIGN

Drive growth with human-centered UX, UI, and journeys that convert and retain.

Experience Design IMPACT

A well-designed user interface can increase conversion rates by up to 200-400%.

McAfee saved 90% in expenses after integrating usability testing to learn about its customers and their needs.

Jacob Nielsen found that when customer experience improved, it raised a company's KPIs up to 83% in conversion lift.

Jacob Nielsen

Usability Pioneer, UX Tigers

AirBnB’s Mike Gebbia credits UX with taking the company to $10 billion.

Mike Gebbia

Co-founder, AirBnB

A well-designed user interface can increase conversion rates by up to 200-400%.

McAfee saved 90% in expenses after integrating usability testing to learn about its customers and their needs.

Jacob Nielsen found that when customer experience improved, it raised a company's KPIs up to 83% in conversion lift.

Jacob Nielsen

Usability Pioneer, UX Tigers

AirBnB’s Mike Gebbia credits UX with taking the company to $10 billion.

Mike Gebbia

Co-founder, AirBnB

Experience Design use cases forBUSINESS SUCCESS

Increase conversion

Optimize campaigns

Seamless omnichannel

Higher brand reputation

Digital readiness

Faster go-to market

FUTURE READYExperience Design services

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

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

Go where the customer is

Related links

Related Services

Digital Engineering

Omnichannel Marketing

Video Storytelling

EXPERIENCE
DESIGN

Experience
Design IMPACT

Experience Design use cases for
BUSINESS SUCCESS

FUTURE READY
Experience Design services