The design of experiences and in particular, educational experiences, is a complex matter and involves not only using effective technologies and applying cognitive triggers, but there is a need to think outside the box in order to also design for the affective dimension of human experiences; the impressions, feelings and interactions that a learner might/ could have with the online content and technology. The purpose of this paper is to delve deep into this complex entity and in doing so, to identify how one might approach designing for ‘holistic’ educational experiences. The paper presents a case study describing the journey of a group of learning technologists and educators through the design and development phases of an Action Research online ABCD module and it highlights the learner’s experiences. It discusses the development of a learning, research and development framework to support the ABCD learning experience and in particular what was actually required to undertake the design for this learning experience. In summary, the paper will report on a learning, research and development framework that provides solutions and support to a number of aspects involved in the design of holistic learning experiences and in particular, the often neglected yet complex issues around experience design.