Experience Design

A methodology for designing experiences that are lived, remembered, and repeated. Drawing from luxury, hospitality, cultural institutions, and service environments, this book introduces the USDS Methodology — a four-phase framework (Understand, Script, Design, Stage) for shaping brand experiences. It proposes the concept of the Experiencescape as a replacement for the servicescape model, and examines how experiences operate across aesthetic, emotional, and meaning-based dimensions. Written for brand strategists, experience designers, creative directors, hospitality professionals, and design students.