Douglas Rockhill

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 I'm Douglas Rockhill, founder of The Experience Design Studio (XDS), where I lead creative and strategy across brand, product, and digital innovation. I design experiences that move people, combining clarity, precision, and just the right amount of rebellion. For over 25 years, I've worked at the intersection of user experience, visual design, and systems thinking to help organizations translate complexity into human-centered solutions that actually work.

I studied fine arts with a focus on graphic design, and that foundation in craft, form, and visual language still drives my work today. Along the way, I've worked at some of the top creative and digital agencies in the world, including R/GA, JWT, Rosetta, and Real Chemistry. I’ve helped launch SaaS platforms from scratch, guided Fortune 100 companies through digital transformation, and led cross-disciplinary teams that deliver real results.

I’ve had the privilege of shaping strategy and design for brands like Apple, Nike, Microsoft, Barnes & Noble, Martha Stewart, National Geographic, BMS, Sanofi, and Allergan, among many others. Whether we're designing a brand from the ground up or optimizing an ecosystem that spans multiple platforms and channels, I bring a systems lens to every problem and a collaborative spirit to every team.

At XDS, we believe great design happens when strategy, empathy, and execution come together. We work across disciplines and industries, from tech to healthcare to mission-driven orgs, creating experiences that don’t just look good but actually make sense and make change.

I live in Roswell, Georgia, with my wife and four wild boys who keep me grounded and slightly exhausted. I'm a lifelong soccer fan, a bike nerd, a lover of the outdoors, and a firm believer in strong coffee. Just not while riding.

Always designing for what’s next, but grounded in what matters.