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Nathan Shedroff (bio), the pioneer in Experience Design, Interaction Design and Information Design, and the chair of the MBA in Design Strategy at California College of the Arts (CCA) in San Francisco, CA, is looking back on 10 years of experience design.

“Let’s have more discussions about where we’re going. Experience design seems pretty stable, both in its scope and practice. We’re constantly adding to the knowledge and developing new tools to express the development and delivery of experiences to all involved with their creation. We’ve come a long way in ten years, sure, but every day environmental and biological sciences push forward our understanding of human behavior and the world we live in. This means we have new discoveries of how to design amazing experience still ahead of us . Designers need to learn more about designing sustainably, humanistically, and systemically. We need to further refine our techniques for design and customer research, enlarging our understanding of people past emotions and into values and meaning. We shouldn’t be afraid to go in these directions. Designing new experiences in new ways has a higher risk of failure, but also a higher risk of reward in greater impact and behavioral change.”

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