Mass production, globalisation, social networks and the overdose of information and technology with which we surround ourselves are making us experience the world less and less consciously. We are increasingly doing things on autopilot. Laura Schaub wants to shake our senses awake to enrich our experiences. She has created myEXPERIENCE, a film and a book that will encourage designers to take sensory experience into account in the design process. Make people see, hear, feel, smell, taste, and thus experience things more consciously; it will greatly improve the user’s experience.