The Laboratory for

Quantitative Experience Design

Director: Dr. Rogelio E. Cardona-Rivera


The Laboratory for Quantitative Experience Design (QED Lab) is an interdisciplinary research group at the University of Utah. We build human-centered artificial intelligence systems in search of invariant properties of experience design: precise relationships that exist between an inner environment (a person’s cognitive states), interface (narrative & game discourse) and outer environment (virtual worlds).

These properties are the foundation of products, processes, and tools that we build to empower potential end-users to imagine, reflect on, and create experiences for others.

The QED Lab is affiliated with the School of Computing and the Entertainment Arts & Engineering Program.

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Merrill Engineering Building, #3153
50 Central Campus Drive
Salt Lake City, UT, 84112, USA