... because: “No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service – from initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly.”
— Don Norman, inventor of the term “User Experience”

Crafting Memorable Experiences

What is Consumer Experience Design?

The Consumer Experience Design is the journey teams take to create Products that offer meaningful and relevant experiences to the end Consumers. This involves designing product & packaging in the light of the full consumer experience, including aspects of branding, function, recipe, usability, and disposal.
People buy a product for its BENEFIT but will buy it again only if the EXPERIENCE has been positive (or at least better than alternatives).

For R&D departments it is crucial to ​DECODE THE EXPERIENCE to help developers/designers to make educated choices

Studying the CONTEXT in which the product is used and understanding people's VALUES are key to grasping the product experience. Since experience involves emotions & unconscious  reactions, decoding the consumer experience is truly an art.

The Conscious mind of people is NOT geared up to accurately express their needs, wants, or actions.
Many research approaches focus on the 10% Conscious mind through direct questioning, but to deliver insights that drive product design, you need to design research that engages people emotionally and aligns with their Values. The only way is to explore the Subconscious mind of people while using the product to guide the design of Memorable Product Experiences.