“Specialists are professionals who have the time, experience, and projects to allow them to go deep into a discipline such as information architecture or visual design.

“Because they can concentrate on the one discipline, they become very knowledgeable and experienced at solving the problems that crop up. Having a specialist on board is often very valuable, since they’ll know how to tackle the many subtleties that can make or break a project.

I stumbled on a great exploration of experience design. I don't personally know Braz, but I identify with his approach.

When you design an experience on the web or mobile, do you think your job is to organize visual elements in space and across different pages to convey cool features in a way people understand, use and find what they are looking for?

In my opinion, this is not enough. It sure works, and you can deliver a good experience, but to turn what’s good in something extraordinary you will rely on serendipity if you go this way.

Jared Spool recently wrote about the three patterns that are found in companies creating great experiences.

1. Understand the purpose of vision. Everyone in the company should know the experience five years out.
2. Listen to and/or observe your user base at least two hours every six weeks.
3. Reward Failure. Failure equals opportunity to improve.

I recommend this article to anyone looking to foster an experience group.