This paper visually and theoretically explores the benefitsof ambiguity in experience-driven design. A visual search has been conducted to discover how ambiguity is applied among designers and used as a resourceful tool to create novel experiences for users. We propose that ambiguity can create a sense of intriguing familiarity for users. Furthermore we theoretically explain why, how, and when ambiguity occurs during interactions with products.As a result we present five types of ambiguity (perceptual,functional, prototypical, referential, emotional) arising from perceptual, cognitive, and emotional processing of products. Thetheoretical findings are visually presented and good visual examplesare provided for different types of ambiguity encountered in product design.