Memorable experiences make life meaningful. Design practices are advancing from problem-solving approaches to human-experience-driven ones, which requires a radical change in industry. Virpi Roto’s mission is to help technology companies to transform themselves into experience providers. She studies experience design in business-to-business industry, and is interested in improving not only user experience but also customer experience, brand experience, and employee experience. Roto develops and uses techniques for experience design, co-design, and service design to improve experience design maturity in partner organizations. She is the Chair of Aalto University Experience Platform.