A bike ride through the largest forest in the Netherlands

There’s nothing wrong with the average site visit, but it leaves you wondering… what would it look like if there was more? How could we make it unforgettable?

I leave the details up to you

When designing an experience, should you share all the details at the beginning or reveal along the way? There’s something exciting about the suspense and uncertainty of not knowing it all in the beginning.

Dreaming of Tokyo

First time in Japan. I unwrapped an onigiri the wrong way. Turns out, even convenience store packaging is designed with intention. I’ve been thinking about it ever since.

The perfect turn

So much of designing an experience is trying to understand what the perfect turn needs to be like. You’ll never reach perfect, but the perfect turn is your North Star.

Start at the extreme

When designing something new, start with extreme users. That’s where the opportunities and insights are.

The allure of artisanal goods

Every Monday morning, I get a text from my dealer letting me know it’s time to buy. What transforms the act of buying bread into a multi-day adventure?

What does a space whisper?

Sometimes, what you get most out of an experience has nothing to do with what’s said or explicitly done, but what’s simmering in the background, subtly encouraging certain behaviors.

Write more cold emails

“Meet me at the radio station on Friday.” I almost fell out of my chair when I saw the message. On a whim, I had emailed my favorite local DJ. I never expected they’d respond.

From tiki birds to baseball moves

The hospitality industry is full of fascinating examples of experience design. And to deliver a memorable experience, the devil is in the details.

Ambient delight

The Nest thermostat screwdriver is proof that even the most mundane, manual tasks can spark delight. How can we reconnect with someone weeks, months, or even years after delivering an experience?

Exploring a city like a video game

Every time I travel to a city, I can’t help but feel like I’m in a video game navigating levels of increasing difficulty. And to keep the game exciting, you need to feel mastery and a sense of progress.

Craft your classroom experience like a DJ

How educators can be inspired by dance music.