Experience Design (XD) is an eponymous term coined by professionals in the Destination/Attraction/Event Design Industry. These are the people who create site and event-based interactive experiences for the public (e.g.: cultural and entertainment destinations, museums, theme parks, zoos, aquariums, memorials, selected retail establishments, exhibits, and alternative theatre productions, etc.). These experiences tend to be immersive, having an impact on the senses, mind, body and spirit of attendees.

The professionals in this field talk about their jobs as being “storytellers.” The story is told through the design of a live, prescribed experience in some kind of locale or site, a destination created for the public. The process of designing that experience is collaborative and creative. Professionals in this industry seek new recruits who possess traditional design skills but can also think creatively, communicate with versatility, and collaborate on a design team effectively.