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A new discipline of design is emerging from the needs and forms
of communication in the network economy. Experience design“ is a
discipline created by the reality of communication today, when no
point of contact has a simple beginning and end and all points of
contact must have meaning embedded in them.
Once graphic design dealt with the form of communication;
communication design became the discipline covering form and
content. Now, experience design considers the form, content and
context of communication occurring over time. It recognizes the
imperatives of brand experience and the characteristics of the
user's experience. When communication leaps across media at the
speed of electrons, meaning is the only true currency.
Design does not add value in this economy—design creates value.
Experience design is the purposeful creation of value in the
network economy, often through creating the relationships within
the e-commerce world.
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First published in Gain 1.0:
AIGA Journal of Design for the Network Economy.
Richard Grefé is the executive director of AIGA, the professional association for design. While guiding all of AIGA’s activities, his most significant contributions are in strategy, formulating new initiatives to enhance the competitive success of designers
and advocating the value of design to business, government and the public.
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