This paper explores universal principles of experience design from Husserl’s phenomenology. By examining literature on experience design and Husserl’s views on pure experience and internal time consciousness, it outlines the evolution of experience design. The research shows that focusing on experience in design means it is a subjective cognition formed through the intentionality of consciousness in the lifeworld. Despite its subjective nature, experience presents universal essence and characteristics according to internal time consciousness. This paper identifies the principles of experience design in this context—intentionality, variability, continuity, predictability, superposition, and wholeness—and its characteristics such as theme, narrativity, contextuality, and meaningfulness. It analyzes design elements, including three primary elements: first impressions, memories, expectations, and six sub-elements: sensory experiences, meaning, emotions, motivations, goals, and expected value. Ultimately, experience design under internal time consciousness is defined as a creative process that arranges events, environments, and interactions to guide and shape an individual’s continuous, complete, and meaningful experience through their internal sense of time. This research enriches the theoretical foundation of experience design at the level of phenomenological philosophy and offers valuable insights for designers, contributing to more effectively eliciting user experiences.