Design for experience.

Innovate for excellence.

The world has progressed from a manufacturing economy to a service economy, and to now an experience economy. The Griffith Centre for Design and Innovation Research (CDAIR) aims to foster economic, sociocultural and technological advancement and to promote sustainability and wellbeing in Australia and beyond through experience design (XD) innovations.


XD takes humans’ cognitive and emotional experiences as its starting point and redefines the functionality, meaning and value of products, services, systems, spaces and processes, strategically transforming them into highly integrated ecosystems capable of enhancing the sustainability and humaneness of our social and economic environments, while offering industries a competitive edge.

XD changes the nature and environments of physical artefacts by integrating digital systems and resources with the physical world. Users are reached and connected through multiple touchpoints and interactions relevant to their sociocultural contexts.

XD presupposes new ways of co-creating value through resource integration underpinned by cross-disciplinary coordination and collaboration that is informed by advanced research and development, design and technological capabilities as well as adaptability and personalisation.


CDAIR is the catalyst for innovative research and practice in XD in relation to service, product, system, media, health and learning. It is a hub of innovation linking XD with other fields such as architecture, business, education, engineering, environment, medicine, psychology and technology.

With an international, interdisciplinary team of researchers and practitioners from around the globe, CDAIR aims to:

  • Research the trend of XD strategies and practices globally for transforming innovations into competitive advantage
  • Strengthen XD strategies and practices in Australia and beyond for maximising economic, sociocultural and technological gains while promoting sustainability and wellbeing
  • Develop an expert knowledge hub that delivers economic and social dividends and strengthens national and global collaborations

Our expertise

CDAIR comprises an international, interdisciplinary team of researchers and practitioners

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