“We are obsessively focused on the quality of digital experiences for a reason: most digital experiences suck. Experience design doesnâ€™t mean making something pretty. It means empowering a user, easing their burden or leveraging their skills. It means connecting people to the things they need, when they need them.
Experience design is born of the recognition that interaction is a process and not a static thing. Experience matters because whatâ€™s really important is how it makes you feel, think and respond. The world that we are creating digitally is complex and dynamic. The quality of the experiences that are enabled will determine how we all feel about living in that (this!) world.”