Human-Centered Design Definition
What is the 5E Framework?
An introduction to the 5E Framework and related experience design frameworks, including the Compelling Experiences Framework
Experience design frameworks provide structured ways to understand, analyze, and improve the experiences that people have with products, services, and organizations. The 5E Framework—created by ID alum Ben Jacobson of Conifer Research—is among the most widely used, defining five phases that any participant moves through: Entice, Enter, Engage, Exit, and Extend.
The 5E Framework is closely related to the Compelling Experiences Framework, introduced by Larry Keeley through his work at Doblin and ID, which maps similar phases while also identifying the attributes that make an experience compelling. The Institute of Design has been connected to the development and dissemination of both.
The 5E Framework
The 5E Framework, Conifer Research
Created by ID alum Ben Jacobson of Conifer Research, the 5E Framework defines a typology for the stages in an experience that a participant moves through. 5E stands for: Entice, Enter, Engage, Exit, and Extend.
The 5E framework is especially popular in industry due in part to its straightforward application and memorable alliteration. For a full description and application guidance, see Conifer Research’s documentation of the 5E Framework.
Experience Design and the 5E Framework
ID Dean Anijo Mathew discusses how the 5E Framework allows design-driven leaders to think about experiential outcomes.
The Compelling Experiences Framework
The Compelling Experiences Framework, Doblin
Introduced by Larry Keeley at TED7 in 1997, the Compelling Experiences Framework breaks an experience into three experience stages: Attraction, Engagement, Extension with two transitions: Entry and Exit. The framework identifies six attributes that make an experience compelling: Define, Fresh, Immersive, Accessible, Significant, and Transformative. These are visually mapped across the experience stages, allowing designers to see opportunities for experience innovation. The framework was developed at Doblin, the innovation consultancy co-founded by Jay Doblin and long affiliated with ID.
Introducing the Compelling Experiences Framework in 1997
Larry Keeley introduces the Compelling Experiences framework at TED7 in 1997.
Relationship Between the Frameworks
The two frameworks share significant structural overlap: both map experiences as sequential phases with similar arc—drawing participants in, through, and beyond a core engagement. The key distinction is scope. The 5E Framework focuses on defining the phases of experience and is designed for broad applicability across industries. The Compelling Experiences Framework additionally addresses the qualitative attributes that elevate an experience from functional to meaningful.
| 5E Framework | Compelling Experiences Framework | |
| Origin | Conifer Research (Ben Jacobson) | Doblin/ID (Larry Keeley) |
| Stages | Entice, Enter, Engage, Exit, Extend | Attraction, Engagement, Extension |
| Additional Dimension | None | 2 transitions, 6 attributes of compelling experience |
| Primary Use | Industry-wide experience mapping | Strategic experience design and evaluation |
ID's Role
ID does not own either framework—the 5E Framework belongs to Conifer Research and the Compelling Experiences Framework to Doblin (now Deloitte Digital). ID’s connection to both is through people: Larry Keeley developed the Compelling Experiences Framework through his work at Doblin, which grew directly from ID’s intellectual community, and Ben Jacobson developed the 5E Framework as an ID alum carrying that tradition into practice. Together, these frameworks reflect the influence of ID’s approach to experience design on the broader field.
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About This Page
This pillar page represents a brief history and description of two commonly applied experience frameworks.
Related Terms: 5Es, 5E Framework, Collaborative Experiences, Experience Design, UX Design, Human-Centered Design