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"Experience design is the suite of emotions that you deliver over time.\u201d This clear and concise answer came from this week\u2019s guest on the On Brand podcast, Karin Soukup. As Brand Experience Director at Collins San Francisco, she spends her time answering this question with clients and helping them develop innovative solutions. We discussed all of this and more this week on the show.\nAbout Karin Soukup\nKarin is an award-winning creative lead and design educator with over 15 years of multi-platform experience focusing on strategic product innovation, experience design, branding and systems-thinking for work across the private, public, and non-profit sectors. Her contributions have been recognized by Graphis, Type Directors Club, Eye Magazine, Communication Arts, AIGA, the Society of Publication Designers, Brand New, The Center for Plain Language, and The Emmys.\nEpisode Highlights\n\u201cExperience design is the orchestration of feelings.\u201d As this episode is focused on design, we spent a lot of time talking about intention-setting.\nHow do you go about designing feelings? \u201cYou have to start with the customer journey.\u201d This follows Karin\u2019s own career as part of the team at IDEO, where they focused on human-centered design. You have to \u201cget embedded in someone\u2019s life. Specifically this means shop alongs, following people through their day, the magnets on their refrigerators.\u201d Everything!\nWhat about the naysayers? \u201cOften they can be converted if you make them a part of it. You have to ask yourself, how people can get skin into the game?\u201d\nWhat brand has made Karin smile recently? \u201cCan I say more than one?\u201d Karin shared some recent smiles that came as the result of Sun-Maid Raisins and The New York Times\u2019s march push.\nTo learn more, go to wearecollins.com and follow her on Instagram.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Stitcher,\xa0Google Play,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices