Contrary to what one might imagine, there is no such thing as an experience designer. At least not in the sense that we might talk of an individual recognised as such. To make experiences is to be human. Shaman, architect, food engineer - you name it, they are all experience designers. Informed by an understanding of people’s needs and wants - our stories, our rituals, our myths - the beautifully designed experience has the power to transform lives.One of the first publications about the attributes that together make what is fast becoming a recognised discipline,