The experience design approach is a holistic approach towards product design, by jointly designing the tangible (the physical and material aspects of the product) and the intangible (the emotional and cognitive aspects of the product) within environments both real and virtual .

The goal is to place the user at the center of the each phase of the Design Process to go beyond just product functionality and aesthetics, but developing technology rich experiences that are humane and mor eimportantly, universal Moreover, it is understanding the design process not only at the 'device' level, but at the level of user senses, unfolding in different contexts and environments in which people communicate with each other, based on scenarios for products and services that meet emerging needs in new ways mediated by high technologies.

Four crucial variables: human-environment-device-time

Design with ethical / universal / social / cultural / political / economical / technological interactions in mind