Companies that aim to evoke specific experiences among their customers, should not only modify their design process, but also need to reorganize their innovation processes. Experience-driven innovation has implications on at least three levels in the organization: company, brand, and product/service level. The creative process at each level can be characterized by four stages: context description, vision formulation, concept generation, and end result. To support the innovation process, companies may take organizational measures and employ tools to support the design process. We suggest a number of these for inspiration purposes. We hope to improve our conceptual framework further through the use of an interactive website, on which users can comment on the framework and upload sample projects.