DEan E. Carter
Samantha Gadd
Mark Levy

Employee Experience Design: How to Co-Create Work Where People and Organizations Thrive

Employee Experience Design is a practical handbook for leaders who want to build organisations where people and performance thrive. Drawing on more than 75 years of combined global HR, EX, and leadership experience, the authors introduce Employee Experience Design (EXD), a next-level, intentional approach built on one simple principle: designing with people, not for them.

Through stories from Patagonia, Airbnb, Guild, and hundreds of organisations worldwide, this book gives readers mindsets, frameworks, and tools they can implement immediately to improve culture, drive business outcomes, and co-create work that works for everyone.

Employee Experience Design Book

About the Book — Why We Wrote It

Employee Experience Design was born from a shared belief that work should be transformational—not transactional. After years of advising organizations, building cultures, and experimenting with EXD across industries, we realised that there was no practical, timeless, evidence-based guide for designing employee experiences that truly work.

Our calling became clear on a leadership quest in Bhutan: document the principles, stories, and methods of EXD so others could use them to transform their own workplaces.

Samantha Gadd, Dean Carter and Mark LevySamantha Gadd and Mark Levy

The book is designed as a handbook for action, built on three pillars:

1. The Why

EXD's Purpose and impact

2. The What

Mindsets, principles, actions, and tools

3. The How

Applying EXD in any organization
Mark Levy EX Advisor & Pioneer of Employee Experience at Airbnb

Mark Levy

EX Advisor & Pioneer of Employee Experience at Airbnb

Mark Levy is a globally recognised pioneer of Employee Experience and a transformational people leader who helped spark the worldwide shift from traditional HR to modern EX. As the architect of Airbnb’s groundbreaking approach to Employee Experience—co-created with the company’s founders—Mark helped shape a culture so impactful it was named Glassdoor’s #1 Best Place to Work in 2016. His work now influences how organisations across the globe evolve their people functions to intentionally design the entire employee journey with their people, not for them.

Explore Mark's story

Samantha Gadd

Founder of Humankind & EX Design School, Global Employee Experience Design Leader

Samantha Gadd is a globally respected pioneer in Employee Experience Design and a champion for human-centred workplaces. For more than two decades, she has worked with leaders to unlock business performance by elevating people as key stakeholders in organisational success.

Explore Sam's story
Samantha Gadd Founder of Humankind & EX Design School, Global Employee Experience Design Leader
Dean E. Carter Board Director, WorkTech/AI Advisor & Regenerative Work Pioneer

Dean E. Carter

Board Director, WorkTech/AI Advisor & Regenerative Work Pioneer

Dean Carter is an award-winning, future-of-work innovator and one of the most influential People & Culture leaders of the past two decades. A four-time CHRO across Fortune 50, high-growth, and purpose-driven organisations, Dean has led transformative people, culture, purpose, finance, and legal functions in companies including Patagonia, Sears Holdings, Fossil Inc., Guild, and Modern.

Explore Dean's story

Preview the Book

Employee Experience Design Book Stack

Chapter 1: Imagine

  1. The $100 Bill - Seeing value others overlook
  2. Hardball Objections, Straight Answers
  3. The North Star - The EXD guiding principle
  4. Conversation with Beth Grous

Chapter 2: Prepare

  1. Mindsets - Seven mindsets for EX design
  2. Conversation with Kirsty Lloyd

Chapter 3: Design

  1. Culture Check - Moments that Matter and Moments of Truth
  2. Three Frameworks - A structure for meaningful design
  3. The Double Diamond - A proven design method

Chapter 4: Experiment

  1. The EX Blueprint - Letting everyone see the big picture
  2. Conversation with Melanie Rosenwasser

Chapter 5: Measure

  1. Metrics that Matter - Taking the pulse of your organization
  2. Conversations with Greg Pryor

Chapter 6: Celebrate & Extend

  1. Conversation with Michelle Bonfilio
  2. Making EXD Your Own

Our Story — How We Met

The story of this book began with a spark that has travelled across continents.

It started when a tenacious and visionary New Zealander tuned into a podcast featuring a leader at a rapidly growing American company who was pioneering a new concept: shifting from HR to Employee Experience at Airbnb. That single episode transformed the way she led her own organisation and inspired her to gather some of the world’s boldest thinkers in Austin, Texas to co-create a Manifesto for the future of Employee Experience Design.

Her first call was to the podcast guest who had unknowingly changed the course of her career. His response, “hell yes” set the first connection in motion.

Across the ocean in Santa Barbara, the former CHRO of Patagonia was sifting through his LinkedIn messages. Among the usual noise, one stood out: an enthusiastic invitation from that same New Zealander to join the Employee Experience summit. What she didn’t know was that he was preparing for cancer surgery at the time.

By pure serendipity, she happened to be in New York while he was recovering nearby. They met for lunch at Balthazar and recognised instantly that they were meant to walk a shared path, one filled with purpose, possibility, and impact. Even more surprising was what they discovered next: the Patagonia and Airbnb executives had unknowingly walked their dogs in the same park every day, living just a block apart, yet had never met.

That series of coincidences became a convergence.

It brought the three of us together as stewards of what would become the EX Manifesto, and the foundation of a lifelong friendship. It also planted the seeds of this book: a shared belief that work can be transformational, and that when we design with people, extraordinary things happen.

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Dean E. Carter and Samantha GaddMark Levy and Samantha GaddSamantha Gadd, Dean Carter and Mark Levy

Grab your copy of Employee Experience Design: How to Co-Create Work Where People and Organizations Thrive, today.

Endorsements From Recognized Leaders

“The quintessential guide to making the shift from HR to EX.”

Chip Conley, Modern Elder Academy; former Airbnb Head of Hospitality

“Shows how to invest in people—by design, not by chance.”

Bijal Shah, CEO, Guild

“This book captures Patagonia’s art of creating conditions where people are enabled to be their best…”

Vincent Stanley, Patagonia

 “A catalyst for growth and sustainable value… a must-read for boards and CEOs.”

Kristi Savacool, Aon Hewitt

“What I love about this book is its humanity…”

Tracy Layney, Levi Strauss & Co.

This book has been a beacon of light in my growth journey.

Sophia M

“The handbook HR leaders and CEOs need.”

Brian Elliott, Work Forward

“A roadmap for cultures that drive outstanding customer experiences.”

Cynthia Harris, GAP & Disneyland Resorts

“A game changer—shaped results I couldn’t have achieved otherwise.”

Greg Pryor, Workday

“Design it with evidence, rigor, and purpose.”

John Boudreau, USC Marshall