When "Experience Thinking" launched in China, it soon became a commercial bestseller, receiving attention and acclaim across a wide range of industries. This year, the English publication of X Thinking brings an unprecedented understanding of emerging consumer expectations to readers in the English-speaking world. Now in hardcover and paperback through Amazon, Barnes & Noble, and Indie Bound, it's also available for the first time in Kindle, Nook, and eBook format from Rakuten Kobo.

Here the authors reveal the process and purpose behind the English translation and adaption of X Thinking, providing crucial insights to a wider audience.

Recommended by Industry Leaders

The rapid development and adoption of mobile internet use in China quickly created the world's leading market for digital consumer experiences. X Thinking provides an inside perspective on the past, present, and future of the experience economy to the world.

Here’s what these industry leaders in the user experience and design have to say about X Thinking and its essential insights for businesses and brands everywhere.

B. Joseph Pine II,

Co-author of The Experience Economy, 

Founder of Strategic Horizon Consulting

"I'm not sure anyone has done more to inspire experience innovation in China than Jason Huang and Mike Lai. As they bring X Thinking to the US and western countries, it's important to pay attention, because it is not just an approach to experience design, it's a philosophy, one that embraces the Experience Economy and will help you prosper in going beyond mere goods and services to creating experiences for your individual customers."

Donald Norman,

Co-founder of Nielsen Norman Group,

Author of the Psychology of Design series

"For a business, the most important skill is that of understanding its customers, recognizing that the product alone is not enough — customers are seeking a relationship. X Thinking demonstrates how forming an enduring, strong relationship with customers can grow sales and more importantly, keep customers happy and satisfied and enable them to refer and recommend even more customers. This is a powerful book, easy to read, guiding the development of relationships."

Kun-Pyo Lee Dean,

School of Design at Hong Kong Polytechnic University，

Former Chief Design Officer of LG Electronics

"Jason Huang, one of the pioneering leaders of UX design in China, has put together all of his precious experiences from actual hands-on projects with diverse industries. The book X Thinking is unique in the sense that it integrates 'experience' and branding. The book is quite practical for professional experts and business people but also academic, full of research knowledge for professors and students in university. In addition, it addresses all the complex emerging issues in digital transformation with actual case studies and new methods."

James Wallman CEO,

World Experience Organization，

Author of Time And How To Spend It

"Experience isn't just a buzzword anymore. It's one of the key business tools of the 21st century. But few companies understand what they need to do to not get left behind in the new Experience Economy. Through engaging personal stories that make you think, like when Mike's grandma let him try her cigarettes! Through models that are easy to understand — including the Experience Masterplan, and the X Thinking Relationship Model and X Thinking Maturity Model — and case studies that bring all this to life, such as how Xiao Guan Tea turned transactions into memorable moments, X Thinking offers a crystal-clear roadmap for any business that wants to leverage experience to deliver a better brand, better customer relationships, and better shareholder returns."

English adaptation of X Thinking releases worldwide

The English adaptation of X Thinking is more than the first commercial release to reveal China's "experience economy" to both Chinese and global audiences. It also introduces it as a business approach for companies everywhere, and "experience thinking" to Western management and academic programs as a resource for thought leaders eagerly seeking a glimpse of the future.

X Thinking: Building Better Brands in the Age of eXperience is available in hardcover, paperback, and digital formats from Amazon, Barnes & Noble, Indie Bound, and Rakuten Kobo.