User experience design in the context of experiential marketing

User experience is important to every successful company.In experiential marketing, the goal is to create a positive user experience, encouraging them to become loyal, share experiences, and become a brand ambassador.The article aims to investigate the peculiarities of user experience design in the context of experiential marketing.Qualitative research based on nine user experience professionals' interviews was conducted, and qualitative content analysis was performed.The research indicates a strong trend toward a more integrated, technology-enhanced, and user-focused approach to user experience design and its relationship with experiential marketing.Collaboration between user experience design and marketing will intensify, leveraging user experience data for more targeted, emotionally resonant marketing experiences.The research addresses the future of user experience design, emphasising AI, VR, and biometric integration, reflecting the latest trends in the field.