Experience design is a way of designing websites that are focused on the quality of the user experience. Businesses must accept the limitations of placing blind-faith in innovation and brand; instead, they must focus on keeping customers engaged, without sacrificing the quality of the experience, while developing new products and grow into new markets.
The key is to engage customers in experiences they find value in. Innovation, brand, and customer experience all support this goal, but they aren’t the end-goals in and of themselves.
One site that I think excels in experience design is Oui Will. Their website is inventive and different, capturing the eye of the user who travels to their site. It forces the user to think more critically about their site since their homepage is designed differently than most other sites. I like it, and appreciate their ingenuity in creating a different kind of exerpience for their users.