XD Marks the Spot: MSHFID Program Celebrates 25 Years
When Bentley debuted its Master’s in Human Factors in Information Design (MSHFID) program in 1999, it became the first business school to offer a graduate course in the then-emerging discipline of User Experience (UX) — a fascinating field that incorporates aspects of engineering, technology, psychology and visual communication and emphasizes a human-centered approach to creating intuitive, accessible and enjoyable products and experiences.
Twenty-five years later, the program is among the best known and most respected of its kind, both nationally and globally, and its graduates have gone on to hold leadership positions in some of the world’s most influential companies, including Amazon, Apple, Google, Meta and Tesla. Over time, UX has evolved into a broader discipline known as Experience Design (XD), which considers not just individual interactions but a consumer’s overall journey with a brand, product or service. Once synonymous with Big Tech, XD practices have since expanded to other industries, including finance, government, health care, transportation and retail, with organizations increasingly seeking professionals well-versed in various XD practices — from customer insights and iterative design to experience measurements and data-driven decision-making — and adept at communicating and collaborating with cross-functional teams.
This summer, Janelle Estes ’04, MSHFID ’07, a Double Falcon and lecturer in Experience Design, was named director of the program, stepping into the role established by its founder, Bill Gribbons, a longtime Bentley faculty member and pioneer in the field. Estes also serves as managing director of Bentley’s User Experience Center (UXC), a consulting group offering research, design and strategy services to companies looking for actionable insights to enhance their business outcomes, and the User Experience Certificate Program, which offers a flexible curriculum designed for working professionals.
We recently caught up with Estes to discuss the evolution of the industry, what Bentley is doing to educate the next generation of XD professionals and how these experts are using their talents to build a more equitable, inclusive and sustainable world.
Q: Experience Design is known for its heavy use of acronyms. For example, there’s UX (User Experience), UI (User Interface) and CX (Customer Experience), to name just a few. For those unfamiliar with the discipline, can you explain the differences among these terms — and why investing in XD is a smart business strategy?
A: At its core, User Experience (UX) focuses on the overall experience a person has with a product or service. UI (User Interface) involves the design of visual elements and how users interact with them, while CX (Customer Experience) takes a broader view of the entire relationship between a business and its customers. Beyond these terms, we have industry-specific terminology, such as “patient experience” in health care and “citizen experience” in the public sector. However, all these practices live under a broader framework known as Experience Design (XD), which focuses on creating seamless, cohesive interactions across every touchpoint and context.
As companies across industries recognize the value of XD, investing in it has become a strategic priority. During my time as chief insights officer at UserTesting, I saw firsthand how businesses could unlock major returns by embedding customer insight into their decision-making processes. I had the opportunity to work with global companies as they used customer understanding and feedback to drive product innovation and create more meaningful customer experiences. As part of the executive team that led UserTesting through its IPO on the NYSE, I had a front row seat for XD’s evolution from a niche focus into a business-critical function.
Prioritizing XD helps companies meet both customer expectations and operational goals. Organizations that deliver intuitive, well-designed experiences not only increase customer satisfaction but also improve efficiency and employee engagement. Today, XD professionals play an essential role in aligning user needs with strategic business outcomes, creating value for companies and their customers alike.
Q: As a Double Falcon and graduate of the MSHFID program with more than 20 years’ experience in C-suite roles with UX companies, you bring a unique perspective to this role. Why do you think Bentley’s program has been so successful?
A: Bentley’s MSHFID program thrives because it offers a rare combination of business acumen, design and a deep understanding of human behavior. Our curriculum goes beyond teaching design and research techniques — it focuses on connecting these efforts to business strategy, which is increasingly critical as companies look for ways to drive both innovation and profitability through a human-centered approach. This distinctive foundation means we can apply our knowledge and skillset to emerging technologies and new experiences, from industry-specific innovations like autonomous vehicles and blockchain to transformative advancements like generative AI and wearable tech.
Experiential learning is also central to our program. We provide students with hands-on, real-world experience through course projects sponsored by industry partners, research opportunities with faculty members and working with a broad range of clients in the User Experience Center. This approach builds the capabilities and confidence our students need to transition seamlessly from the graduate program to the workforce; it not only bridges the gap between theory and practice, but also connects them with valuable networks of alumni and industry partners.
Another differentiator is the strength of our faculty. Many bring both academic and industry experience, providing students with the latest research insights alongside practical knowledge. This ensures our graduates are well-prepared to lead in diverse fields and equipped to excel in a variety of professional environments and organizations.
Q: The MSHFID program was recently named a finalist for the prestigious Don Norman Design Award for Education, which celebrates organizations and initiatives that embrace XD principles for the betterment of society. What does this recognition mean for the program — and for Bentley?
A: Being named a finalist for the Don Norman Design Award is an incredible honor. It reflects not only the quality of our program but also Bentley’s commitment to leveraging XD as a force for positive change. This recognition aligns with the university’s values of equity, inclusivity and sustainability — principles we emphasize throughout our curriculum and encourage our students to apply in their work.
This recognition is also a testament to the legacy of Bill Gribbons, the visionary who founded Bentley’s comprehensive XD programs. Bill not only bridged human factors and UX with business principles, but he also created the foundation for a curriculum that emphasizes futures thinking, systems design and ethics. His foresight ensures that our students are prepared to address the challenges of a rapidly evolving world — thinking beyond individual interfaces to consider the long-term impacts of their designs on society, the environment and the world at large.
For Bentley, this recognition reinforces our mission to develop socially conscious leaders who can apply business principles to create meaningful change. It inspires us to continue evolving our program to meet the needs of an ever-changing world, ensuring our graduates are ready to lead the future of UX across industries, especially as AI-driven experiences and emerging technologies reshape our future.