The term 'experience design' has been used as a catch all for many things, and as the name suggests, it is a meta-term that can encompass a huge variety of disciplines. Head of digital at Colenso BBDO Matt Barnes asks, experience can be anything, right? It is how we encounter and navigate the world around us. Is a film director an experience designer? An architect? A designer of the humble teapot? A viticulturist? An artist? The answer is all of the above, for what on earth isn’t experience?