I think in a design context, you can get away with translating this as "experience", or "customer experience"/"visitor experience", as the case may be. So you might say, for example: "Our role lies mainly in designing the experience and managing the content."

-> "What we're creating in visitor centres is experiences, he says, and we're all competiting with the likes of Alton Towers and Disney, and so it has to be engaging and real. ... You can provide the big experience on site, and then deliver any additional deep content for people to read at home, e.g via the web."
http://visitorexperience.blogspot.com/