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A study was conducted at two “new media” design firms to determine whether principles of learning experience design were utilized, and the processes and tools used to design learning experiences. Results from an initial analysis of the data suggest that design practices were driven by business goals. A vision for the end product was developed early in the process, and the focus of design was not on “needs” but rather on “opportunities”. Several macro and micro design processes were identified and will be described in the presentation. This study suggests that in order to shift instructional design toward learning experience design, changes in designer thinking, processes, and tools need to occur so that designers think in the broader terms of experience.