The mission of AIGA Experience Design is to investigate, innovate and advocate the best understanding and use of design in a world in which experiences are increasingly digital and connected.

A variety of disciplines has forged the knowledge base of this new design practice. There is now a need to define a name for the profession, the role, reach and requirements of designers, so that these evolving disciplines can continue to make effective contributions. Absent a defined way of doing things, the field is subject to constant reinvention. While adaptive development is necessary, constant reinvention wastes talent and effort that can be employed for more productive purposes. We need to assess our ability and the market forces that are driving the design community.

Members of this community can be found in a wide range of businesses, organizations and educational institutions, but it hasn't yet come together in one place, until now. If we define community as simply 'a group of people with like-minded interests, values and pursuits,' then this group represents the core of the community we're hoping to establish, put down roots and grow.

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