Memorable experiences make life meaningful. Design practices are advancing from problem-solving approaches to experience-driven ones, which requires a radical change in industry. Virpi’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. Virpi develops techniques for experience design, co-design, and service design to improve experience design maturity in partner organizations. In addition to the impact in practice, she is one of the top cited academics in user experience research.