Onur Cobanli explains:
Regardless of what you design; industrial product, user interface, graphics or a city, the experience is always part of the design; the experience of the user, services provided to the consumer, the feelings do matter; making the product manual happy and easy to use (positive experience) is therefore making better design; making product comfortable (positive experience) is positive design, making a system fault tolerant (positive experience) is good design.. So, you must design not a product, service or function, but the whole experience about it; a product is not functional, if it just functions; positive experience makes a functional product; because commercial (or social) success is also required and must be part of the design.