In this submission for the CHI05 Development forum, I reflect on my experience leading the Experience Design community of interest of the American Institute of Graphic Arts and suggest that the focus of the group needs to shift in order to successfully accomplish our mission. Author Keywords Development Forum, AIGA ED, User Experience , Professional Organizations, Design Communities of Interest BACKGROUND Over the last year and a half, as chair of the American Institute for Graphic Arts' (AIGA) Experience Design (ED) national community of interest, I have put much effort into thinking about problems in contemporary design practice and our organization's attempts at addressing them: what we have tried to do in the past and what we have actually done; the set of people we have tried to serve and should try to serve; what the most pressing and relevant problems facing the community are; what activities we should undertake to address those challenges; and how we should organize ...