The course is centred around the concepts of User Experience (UX) and Customer Experience (CX). It teaches how to use Experience Driven Design approach in practice using design cases from partner companies as project briefs.

The course includes several stages: it starts with field studies and setting experience goals, then continues to concept generation and evaluation, and results in a final concept that is documented as a research report. It’s an intensive work done in teams which gives a better understanding of the intangible values that design can affect in the corporate world.