Should we focus on user experience?

This article by my compatriot Koen AT Claes claims that our current notion of UX design mistakenly focuses on experience, and that we should go one step further and focus on the memory of an experience instead

“Studies of behavioral economics have changed my entire perspective on UX design, causing me to question basic tenets. This has led to ponderings like: “Is it possible that trying to create ‘great experiences’ is pointless?” Nobel Prize-winning research seems to hint that it is.”

Via concrete examples, additional research sources, and some initial how-to tips, the author aims to illustrate why and how we should recalibrate our UX design processes.