Designer experience: exploring ways to design in experience

User-Centered Design (UCD) under the umbrella of user experience (UX) has gained momentum as the de facto standard to produce successful products and services. Use of products is seen as a highly personal and context-sensitive balancing act that derives its uniqueness from the actions and emotions of the users. While the definition of UX is still in the making, it is hoped to extend the designing of products beyond functionality toward users' perceptions and emotions. As the practices for designing UX are emerging, we would like to address the UCD challenge from a different perspective. Therefore, in this paper we introduce designer experience (DX) as a means to design products at an experiential level, that of beyond contextual or empathic design. We welcome critical discussion on the existence and feasibility of DX, seek out available methodology to reliably invoke it, and collect practical future uses for DX.