The Experience Intelligence Standard
A framework for designing human-centered experiences.
Structured Design
Designing experiences intentionally
Emotional Intelligence
Understanding how experiences are felt
Operational Clarity
Translating experience ideas into clear practices
Experience Quality
Improving consistency across customer experiences.
Why Experiences Need Standards
The experience economy has grown rapidly.
But the frameworks used to define quality have not evolved.
Today, most industries rely on
Reviews
Ratings
Marketing narratives
What those miss
How experiences are designed
How they are delivered
How they are actually felt
How VEI builds the framework
Defines emotional intention
Designs the experience
Measures emotional outcomes
Veritas Experience Initiative exists to introduce clarity, structure, and shared language to experiential quality.
What VEI Is
Veritas Experience Initiative (VEI) is an emerging framework for structuring human-centered experiences.
By defining principles, methodologies, and evaluation mechanisms, VEI helps organizations move from intuitive experience design to intentional, measurable practice.
The framework introduces a shared vocabulary and operational structure for designing experiences with emotional intelligence.
Its purpose is not to dictate creativity, but to provide clarity on the elements that shape how experiences are perceived and remembered.
Veritas Experience Initiative (VEI) is an emerging framework for structuring human-centered experiences.
The framework introduces a shared vocabulary and operational structure for designing experiences with emotional intelligence.
What VEI Is
By defining principles, methodologies, and evaluation mechanisms, VEI helps organizations move from intuitive experience design to intentional, measurable practice.
Its purpose is not to dictate creativity, but to provide clarity on the elements that shape how experiences are perceived and remembered.
The Standard Framework
VEI organizes experiential design through a structured methodology that connects intention, design, and evaluation.
Emotional Intention
Defining the emotional outcomes an experience aims to create.
Experience Design
Translating intention into operational elements such as environment, interaction, and rhythm.
Experience Delivery
Ensuring teams understand and consistently execute the designed experience.
Measurement
Evaluating experiential quality through structured signals rather than opinion alone.
Correction
Refining the experience when signals indicate misalignment.
Governance Model
VEI operates through a governance structure designed to balance industry insight with methodological rigor.
Collective
Selected businesses contribute real-world insight, lived experience, and sector perspective.
Standards Body
VEI synthesizes contributions and maintains coherence of the standard.
Independent Validation
External experts review the methodology to ensure scientific and operational integrity.
Collective
Selected businesses contribute real-world insight, lived experience, and sector perspective.
Standards Body
VEI synthesizes contributions and maintains coherence of the standard.
Independent Validation
External experts review the methodology to ensure scientific and operational integrity.
Governance Model
VEI operates through a governance structure designed to balance industry insight with methodological rigor.
Participation in the Collective
The VEI Collective brings together selected businesses from the experience economy who collaborate with VEI and domain experts to co-author and test the Veritas Experience Standard in real operational environments.
1. Invitation
Selected organizations are invited to participate based on their commitment to thoughtful experience design and customer care.
2. Evaluation
Each organization is evaluated to understand how its experiences are designed, delivered, and perceived by customers.
3. Collective Participation
Organizations that meet the criteria join the VEI Collective, where members collaborate on developing the standard and testing its real-world application.
Relationship to Marv
VEI operates within the Marv ecosystem as a standards initiative. While Marv develops technology that helps individuals understand emotional expectations, VEI focuses on defining the principles and methodologies that guide how experiences are designed.
Marv provides operational infrastructure.
VEI maintains independence over the standard’s development and integrity.
The Principles Behind the Standard
The Veritas Experience Initiative is guided by a set of principles that ensure experiences are designed with care, clarity, and respect for the people who participate in them.
To participate in the Development of the Standard, contact the curator in:
