Join The Leaders Of The Experience Revolution

The WXO has now run more than 150 weekly virtual Campfires to champion and challenge the pioneers at the forefront of this revolution.

Some of the world’s greatest thinkers in experience, including neuroscientists, directors, behavioural psychologists, CEOs, authors, investors, academics, technologists and beyond have shared their insights for our 500+ Members in 39 countries to dismantle and debate.

When you become a WXO Member, you’ll get full access to live and on-demand Campfires that will allow you to:

CONNECT with Experience Economy experts and strengthen your place in the experience community

LEARN how to stage more successful, profitable, and sustainable experiences

DISCOVER radical ideas about the Art, Science, Business, and Future of experiences – and share your own

LEAD the next stage of the Experience Revolution

Why Come To Campfires?


CONNECT With Pioneers

You’ll be mingling with designers, operators, neuroscientists, psychologists, theatre directors, VR pioneers, imagineers, CEOs, brand experts, best-selling authors, investors, academics, technologists, and beyond, from brands like Disney, Secret Cinema, Meow Wolf and more.

LEARN Global Trends

Run on Zoom every Wednesday – because that makes it easy for pioneers from Shanghai to San Francisco to connect – this is where the world’s leading experience thinkers share their latest insights on topics including time design, creative investment, experience measurement and transformation.

SHARE Your Ideas

We host open-mic Campfires, where the community experiments with new tools and techniques together. And even when there’s someone presenting, there’s plenty of opportunity for everyone to participate and be heard through breakout rooms, Q&As and group discussions.

Who’s Speaking Next?

Season 8 of the WXO Campfires begins Wednesday 13 September 2023 and runs until December. Preview some of this season’s speakers – and download the full programme – here.

Experience Design: A Participatory Manifesto

Abraham Burickson,
Odyssey Works

Somatic Practice for Performers

Marissa Nielsen-Pincus,
Third Rail Projects

The Business Case For Competitive Socializing

Kevin Williams,
Spider Entertainment

Can We Create Intimacy & Vulnerability Through XR?

Whitton Frank,
Ferryman Collective

Lore, Simulacra & AI: Extending Mobile Games IRL

Kali Heitholt,
Jack Morton International

How To Use

Roleplay To Improve


Carnelian King,
Towergaze Roleplaying Collective

Want to learn more about what’s coming up in Season 8? Download our 2023 Programme Preview here:

What Should I Expect?

We’ve designed 6 types of Campfire to best showcase emerging trends and insights from across the Experience Economy, and invite collaboration and connection. Here’s what to expect when you join us.

1. Techniques & Frameworks

Techniques & Frameworks often – but not always – are insights from an experience design professional sharing emerging research that suggests directions for experience design. They might apply to a specific sector, multiple sectors, or all sectors. However, even if they appear to only apply to one sector, we try to abstract them to see how they might be applied elsewhere.

2. Principles

These are top-level principles that can apply to all experiences across all sectors of the Experience Economy. Some might be obvious; some might be overlooked.

3. Tools

Tools are where experience designers share the specific ways in which they design great experiences. They might not apply in every situation, but all add ammo to your arsenal that can be deployed in the appropriate places. Because the more tools we have – and the more precise and calibrated they are – the more likely that we’ll be able to build better experiences.

4. Case Study

Real-world examples of how any of the above had an impact on how an experience was designed. Case Studies are where we get our hands dirty!

5. Open Mic

Rather than being led by a specific experience expert, on Open Mic nights we throw the floor open to members – to share their passion projects, challenges, or workshop solutions to a specific problem.

6. Deep Dive

These are special-edition, longer sessions that delve into a particular subject, often taking the form of a multi-part session or workshop series.

Instant Access to your new learning resource

An exclusive benefit of joining the WXO is that you get instant access to watch Campfires you’ve missed, featuring speakers such as Barb Groth, Jennifer Crook, Rory Sutherland, Laika Young O’Brien and Ivy Ross.

Here’s a taster video from Experience Economy Godfather, Joe Pine, on How To Design For Transformation. For access to the full Campfires On Demand archive, apply to become a WXO Member today.

Who Will I Meet?

The ever-expanding WXO community currently includes over 500 Members in more than 39 countries worldwide. When you join us, you’ll meet experts from all experience sectors and from organisations including:

What Do Experience Experts Think?

Join Us

Ready to join fellow expert experience creators from 39+ different countries as we lead the Experience Revolution forward?

Then it’s time to apply to join the WXO. The application form should only take 15-20 minutes, and you’ll hear back in 2-3 working days.

What You'll Also Get As A Member
  • Instant access to all Campfire videos
  • Watch all future Campfires you can’t make via video too
  • Connect with Experience Experts anytime via our always-on WXO Connect platform
  • Be recognized as an Experience Leader
  • Display your WXO Membership Badge
  • WXO PlayLabs: practical hands-on XD workshops
  • WXO Socials: to make useful, global connections
  • Join our Committees dedicated to improving the Experience Economy for all

Abraham Burickson

Author, Experience Designer, and Director, Odyssey Works

What does it mean to design experiences? Traditional design practices invite us to design things, and to use those things to solve problems. But experience is not a problem; it is life.

Experience designers engage with unpredictability and the unknown, partnering with their audiences to generate possibility and relationality.

Burickson will talk about how to create worlds, craft narratives that leave the page and enter people’s lives, and structure transformation.

Marissa Nielsen-Pincus

Associate Artistic Director, Third Rail Projects

Nielsen-Pincus is a certified Body-Mind Centering® Practitioner, Somatic Movement Educator, and Somatic Movement Therapist. She is also a founding member of Third Rail Projects, performing and generating work since 2001.

In immersive theater, where connecting to an audiences’ experience is the driving force behind the narrative, it’s even more important that the culture of storytelling and interaction design be rooted in an embodiment perspective. Here, where we can celebrate all of the wisdom that our somatic intelligence has to offer.

Kevin Williams

Co-Founder & Technology Director, Spider Entertainment

Escape room Escape Hunt floated on London’s Alternative Investment Market for £14m in 2016. Compare that starter price to a competitive socializing venue: the original Swingers in London cost £500,000 to create.

Competitive socializing venues require more upfront cost, and therefore higher risk – but they’re worth it, because the returns are much higher. Competitive socializing brings in higher level investors, generates much higher revenue – and leads to higher valuations.

Williams, who some say coined the term in his weekly newsletter The Stinger, and who continues to report on competitive socializing trends and developments for the WXO and beyond, will share the latest on this exciting sector of the Experience Economy.

Whitton Frank

Producer & Performer, Ferryman Collective

Ferryman Collective creates live theatre in the virtual space to truly bring people into the story. They produce award-winning, hour-long immersive and heavily interactive shows for people and with performers from all over the world, which people can attend from home.

One of VR’s greatest assets is that people have the ability to truly connect with each other in a meaningful way that feels real and wonderful. Frank seeks to use these assets to preserve and amplify these feelings through the magic of theatrical performance in the virtual space.

Participants experience the beauty and wonder of the virtual world with intimacy, connection and emotional resonance, in an experience they can all share by helping, talking and being a little vulnerable. When we put this all together, what emerges is an experience that combines the best parts of film, theater, video games, and virtual reality itself.

Kali Heitholt

Creative Director, Jack Morton International

Heitholt oversaw the IRL experience earlier this spring that opened the mansion from the popular mobile game Merge Mansion. Her team crafted a mystery so intriguing that the world’s best detectives and celebrity sleuths had to find out for themselves what was going on inside these walls.

Bringing together experts in the field of immersive theatre and world building, JFI Productions and Scout Expeditions, Heitholt built a truly magical experience that let fans into the universe of a cozy mobile game.

The team also used Midjourney and ChatGPT to help create the depth of detail needed to bring the mobile world to life. In this Case Study Campfire, hear how they did it without compromising human creativity, designing a world of IP alongside the creators of the original game.

Carnelian King

Experience Designer, Towergaze Roleplaying Collective

King creates personalized roleplaying experiences that offer a playful exploration of narrative and identity, including renting a German castle for 50 participants.

They’ll talk about how to respond to the human need for connection by creating a narrative that meets this need, as well as what’s beneficial about stories in which the players is not trying to win, but to feel.

To do so we’ll borrow tools from the world of LARPing such as “bleed”, when the emotions from a character affect the player outside the game.Plus, how to design for “sensation goals”.