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[Talk delivered at the UXPA Boston annual meeting, 2017]. The field of user experience is rapidly expanding to encompass new ways of interacting with people, data, and things. With companies like Facebook, Microsoft, Samsung, and Google leading the way, experiences per se are becoming products in their own right, and the cost of high quality virtual reality (VR) technologies and experiences has plummeted. The result? VR is being incorporated into the design process across many industries, and is altering not only the UX field, but the technological, economic, and social landscape of our world. This short talk provides an overview of 3 fundamental design principles for VR. While many principles for designing 2D experiences still apply, new principles are needed when designing immersive 3D experiences. As with 2D interfaces, relatively minor UX blunders merely interrupt “flow” or lead to confusion. For example, a prominent app for Google Cardboard forces users to temporarily remove and rotate the headset in order to navigate between environments, thereby breaking the immersion. But because VR is so much more immersive than other mediums, more serious UX blunders or unethical design decisions can potentially lead to psychological distress, fatigue, nausea, pain, or physical injury. In order to design high-quality, effective, safe and ethical VR experiences, UX practitioners need to account for the subtleties of human sensory systems and perceptual processes. This abbreviated version of a longer talk provides an overview of virtual reality, and then outlines a variety of practical UX design principles and application areas for this emerging technology. Audience members will be directed to helpful resources for getting started with VR and 3D modeling.