RIP Web Design? The era of experience design is nigh

Has the shift to smartphones and an ever-growing range of digital devices rendered web design obsolete?

Is web design dead? That’s the contention of a thought-provoking piece by Sergio Nouvel for UX Magazine:

This switch from web design to experience design is directly caused by the shift from web pages to digital products, tools, and ecosystems. Web pages are just part of something much bigger: mobile apps, API’s, social media presence, search engine optimization, customer service channels, and physical locations all inform the experience a user has with a brand, product, or service. Pretending that you can run a business or deliver value just by taking care of the web channel is naïve at best and harmful at worst.

The core idea here – that the web is just one expression of digital business in a mobile age – is a fascinating and compelling one. It reminds me of the issues often discusses at the NEXT Service Design events in the past.

[via Om Malik]