“There is a trend among some in the UX community to take the U out of UX and refer to our discipline simply as experience design. One reason for this change in terminology is that it lets us talk about a specific target audience in terms that resonate with business stakeholders more than the generic term user—for example, customer experience, patient experience, or member experience. The other reason for using the term experience design rather than user experience design is that it recognizes the fact that most customer interactions are multifaceted and complex and include all aspects of a customer’s interaction with a company or other organizational entity, including its people, services, and products. Customer interactions encompass much more than the usability of a particular user interface. They include all of the social and emotional consequences of a customer’s interaction with an organization or brand, including trust, motivation, relationships, and value.” (Michael Hawley – UXmatters)