“We live in a world defined by increasing time pressure and more and more things competing for our attention. In such a frenetic world, it is understandable that we place more value on the quality of our experience. We want to make the most of the time we have. Experience design has emerged in part as a response to this growing need we all have. It is no longer enough to design products and services so that they have aesthetic appeal and perform well. We demand a more satisfying broader experience when interacting with these products and services so that we more effectively pull out the true potential of these products and services.” (John Hagel)