1. Experience design is focused on creating positive user experiences rather than just improving functionality. It takes into account how users will feel about a product or service. 2. Experience design involves considering a user's relationship with an object, the feelings it produces, and how it can enrich their life. Different cultures may find different experiences appealing. 3. The experience design process involves defining interactions, information architecture, wireframing and validating designs before full development to ensure a good user experience.