There are currently two meanings of the word “experience” in digital design. Historically, an “experiential” site has mostly meant one thing: a 100%-width, 100%-height, all-Flash site. These sites often don’t DO much but have lush design and emotional resonance. For example, have a look at sites like We Choose the Moon, Wrangler Blue Bell, or our very own All Powerful and Corona Beach. The goal of these kinds of sites is to raise brand awareness by being unique and memorable, and, in turn, not prioritize utility, speed, and convention. They often earn longer site visit times but seldom get repeat visitors.

The recent shift in the definition of “experience”?or more commonly “experience design” or “user experience design”?has come to mean more functional design elements. It describes the way a person interacts with an interface and the ease in which she does so. This includes information architecture, user-flows and workflows, object states, and much more?essentially the things that allow a user to DO something, but DON’T have much emotional resonance.

These meanings are converging in practice as elements of “emotional interface design,” and they’re finding their way into the functional components of sites, making them easier and more fun to use. It encompasses moments like a shopping cart checkout process and posting comments to a blog. In addition to the considerations of motion, sound, and at atmosphere, we’re realizing how much copy, convention, and speed affect experience.

One of my most recent favorite online experiences is logging in to MailChimp. Though only the messaging changes, it gives me something surprising to look forward to every time I sign on. Other similar examples include adding products to the cart on Threadless or booking a trip through Kayak.

What are some of your favorite modern online experiences?