Going to XI: Experience Integration and System Thinking for Better CX

Experience happens in a stream of events that together form impressions on people. But then why do organizations treat experience channels separately? In this session, Gary David, Ph.D., Professor of Sociology and Experience Design at Bentley University as well as co-host of Experience by Design podcast, will explore why organizations need to "Go to XI", or eXperience Integration. Attendees will learn strategies to adopt more of a system-centered design approach to deliver better experiences for all stakeholders. We also will discuss how systems-centered design can unlock greater opportunities for creativity and innovation.

By the end of the session, the audience will understand:

  • The importance of system-centered design for creativity and innovation.

  • How experience integration as a key for experiential improvement.

  • Techniques to explore and understand experiential systems.


Gary David, Ph.D
Professor of Sociology and Experience Design,
Bentley University