The document discusses making better user experience (UX) design decisions by focusing on qualia, which are the actual qualities or feelings of personal experiences. It emphasizes distinguishing qualia from the technical properties and specifications of digital products and interfaces. The document provides examples of qualia like skill, confidence, uncertainty, and engagement that can impact experiences. It suggests understanding qualia in context, discovering qualia, and assessing qualia before, during and after experiences to improve UX design.