Experience design is all around us.
Architects understand it.
Movie directors understand it. Musicians understand it. And things are moving more and more this direction. When you're in a mall, let's say the Universal City Walk in Hollywood, you're participating in an experience centered design. Architecturally, the way you move through the space, the way the facades dance and change, the sounds, the way other people move around you, the placement of restaurants, benches, trees etc.