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Recent years have seen proliferation in versatile mobile devices and anupsurge in the growth of data-consuming application services. Orthogonalmultiple access (OMA) technologies in today's mobile systems fall inefficientin the presence of such massive connectivity and traffic demands. In thisregards, non-orthogonal multiple access (NOMA) has been advocated by theresearch community to embrace unprecedented requirements. Current NOMA designshave been demonstrated to largely improve conventional system performance interms of throughput and latency, while their impact on the end users' perceivedexperience has not yet been comprehensively understood. We envision thatquality-of-experience (QoE) awareness is a key pillar for NOMA designs tofulfill versatile user demands in the 5th generation (5G) wirelesscommunication systems. This article systematically investigates QoE-aware NOMAdesigns that translate the physical-layer benefits of NOMA to the improvementof users' perceived experience in upper layers. We shed light on designprinciples and key challenges in realizing QoE-aware NOMA designs. With theseprinciples and challenges in mind, we develop a general architecture with adynamic network scheduling scheme. We provide some implications for futureQoE-aware NOMA designs by conducting a case study in video streamingapplications.

Toward Cross-Layer Design for Non-Orthogonal Multiple Access: A Quality-of-Experience Perspective