It used to be called educational technology or instructional design, but design for learning experiences might now be a better label.

“Design describes the quality of an experience as it relates to aesthetics, emotions, pleasure, usability, and cognition. We typically think of design as a forgivable attribute, and we overlook products or services that are hard to use, confusing, demanding, degrading, and downright ugly as long as that payoff is still delivered. The payoff of rapid air travel is so great that we’ll forgive uncomfortable (and potentially physically dangerous) seats, loud noise, an unpredictable cabin climate, long lines, poor service, and so-on. These are design attributes. We can design better experiential qualities for air travel, fixing the seats, the line, and the service, but why would a company bother with the expense if consumers are singly motivated by the payoff?”

(Jon Kolko a.k.a. @jkolko ~ UX Magazine)