This thesis investigates the question: Can Experience Design be applied to create a perception shift from elderly as a burden to elderly as a resource for society? This is done by researching the social norms about ageing and the aged in Swedish society. To conduct this research I put together a focus group of 7 people with different professional backgrounds and ages ranging from 23 to 74. In four workshops I used design-led research methods to research these “mental models”. Using participatory theatre techniques we investigated the personal view of the ageing process. And through discussions and design thinking we articulated the often unspoken social norms. In the workshops we defined our current social norms regarding ageing as Aged Thinking. A counter philosophy was developed called Ageless Thinking. In order to create a change in mindset from Aged Thinking to Ageless Thinking a tool was developed called the Enticon. With this tool people can show what their focus is in life right now regardless of their chronological age. The Enticon was introduced at the Konstfack Spring Exhibition 2013 and also as a web based application.