Editorial
The Gist
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Immersive engagement first. Great customer experience design creates anticipation before the customer even engages, setting the stage for an emotional connection.
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Surprise drives loyalty. Incorporating small, unexpected moments into the experience keeps customers coming back and builds lasting loyalty.
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Endings matter, too. The farewell or final interaction with a customer should be memorable. This will make the end of one journey feel like the beginning of another.
Step off the monorail at Magic Kingdom, and something happens. The air is filled with music, cast members wave with an enthusiasm that simply feels impossible at 8 a.m., and the smell of pastries drifts through the breeze. You haven’t even entered the park yet, but you’re already there emotionally and mentally, and you’re completely immersed.
Now, think about a time you stepped into an amazing museum that just pulled you in. Maybe it was the excitement on where to start, the dramatic way exhibits were revealed, or the feeling that every step was leading you somewhere more intriguing than the last. The best destinations — whether a theme park, a historic museum or a hidden speakeasy — don’t only provide a service. They design an experience.
And that’s exactly what great CX should do.
How do some of the world’s most legendary places engage, surprise and immerse people? More importantly, how can brands learn from them and incorporate these lessons into their customer experience design?
Table of Contents
- Customer Experience Design Lesson: Create Anticipation Before the Experience Begins
- Customer Experience Design Lesson: Give Them a Reason to Explore
- Customer Experience Design Lesson: Small Moments Create Big Loyalty
- Customer Experience Design Lesson: Anticipate Needs Before They Become Problems
- Make the Customer Goodbye as Impactful as the Hello
- Your Customer Experience Design Should Feel Legendary
- Core Questions Customer Experience Design
Customer Experience Design Lesson: Create Anticipation Before the Experience Begins
Real-World Inspiration: The Walk Down Main Street, U.S.A.
Once you step into Magic Kingdom, you’re not immediately faced with a ride. Instead, you walk down Main Street, U.S.A., a perfectly designed lead-in to Cinderella’s Castle. Every storefront, sound and smell is carefully curated as part of the customer experience design. You’re engaged before the expected experience even begins.
CX Takeaway: Build Anticipation and Pay It Off
The moment someone engages with your brand, they should feel like they’re stepping onto Main Street, immersed in what’s to come and excited to take the next step. Consider the following ways to create a memorable experience.
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Turn onboarding into an experience, not a checklist. A new user shouldn’t feel like they’re supplying their medical history at a doctor’s office. Instead, make it engaging. Imagine a fitness app that greets users with a personalized “challenge” rather than just an empty dashboard.
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Give customers a reason to move forward. Think about brands that let you “unlock” features as you explore, making it feel like a journey rather than a one-time transaction.
First moments should both provide information and build excitement. Magic Kingdom doesn’t throw you into a roller coaster the moment you enter; it brings you in with atmosphere, engagement and anticipation.
Customer Experience Design Lesson: Give Them a Reason to Explore
Real-World Inspiration: Historic Museums That Pull You In
The best museums both display information and create a sense of discovery. Exhibits aren’t just lined up in rows; they’re designed to make you turn a corner and find something unexpected.
CX Takeaway: Guide Without Making It Feel Like Work
Customers should be eager to explore your brand, services and community, not feel like they must search for what they need. Here are a few ways to encourage this kind of engagement.
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Create "choose-your-own-adventure" CX journeys. For example, consider the streaming service that learns what mood you’re in and suggests something accordingly. Or consider the shopping experience that, instead of filtering endlessly, asks a few fun questions and then curates a perfect selection.
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Make navigation part of the engagement. Imagine a travel reservation process designed like a travel story, where customers are guided not just to flights, but to experiences that keep them engaged beyond the purchase.
The best experiences don’t simply give customers a path; they make customers eager to follow it.
Customer Experience Design Lesson: Small Moments Create Big Loyalty
Real-World Inspiration: The “Smellitzer” at Disneyland
Disney pumps scents into different areas of its parks. Main Street smells like fresh-baked cookies, while Pirates of the Caribbean has hints of salty sea air. Most guests never notice it consciously, but it makes everything feel more memorable.
CX Takeaway: Optimize for Moments
Great customer experience design goes beyond removing frustration. It’s important to add layers of experience that make the journey feel special. Here are a few ways to enhance the experience.
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Give surprise perks based on behavior. What if a hotel loyalty program surprised guests with their favorite treats in their room based on past orders?
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Consider thoughtful packaging and unboxing experiences. For example, a musical instrument company can tuck a personalized note inside the case of your first guitar. A subscription box can add hidden messages within their deliveries.
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Consider rewards that focus on experience rather than transactions. For example, a fitness app can celebrate streaks with unexpected, non-monetary rewards, like unlocking a guided meditation for self-care days.
Surprise and delight isn’t a gimmick; it’s a reason to return.
Related Article: Why Most Brands Fail at Customer Loyalty (And How to Succeed)
Customer Experience Design Lesson: Anticipate Needs Before They Become Problems
Real-World Inspiration: Luxury Hotel Service
Great CX requires exceeding customer expectations before they even think to ask. The evening turndown includes more than a mint on the pillow; it includes a personalized note, a silk eye mask and a relaxing playlist softly playing in the background. You don’t call for extra towels; they arrive. Everything feels effortless and designed just for you.
CX Takeaway: Anticipate and Elevate Every Interaction
Great customer experience design means removing friction before it even appears. It focuses on preventing problems instead of fixing problems, and it creates moments that feel seamless and special. If your customers must keep searching or asking, your CX is already failing.
Related Article: From Reactive to Proactive: Strategies for Anticipating Customer Needs
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Make the Customer Goodbye as Impactful as the Hello
Real-World Inspiration: The Send-Off at a Five-Star Resort
The best places don’t simply push you out the door. Both the best hotels and Magic Kingdom send you off with a smile, a thank you and sometimes even a goodbye gift. At the Magic Kingdom, it’s the “Kiss Goodnight” (it’s a real thing, and it’s wonderful).
CX Takeaway: Make the Last Moment Memorable
A great send-off creates lasting engagement. What happens after the transaction determines if the customer ever comes back. Consider the following strategies.
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Send follow-up interactions that feel human, not scripted. Check in after a purchase without pushing another sale. Or, just check in randomly.
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Offer exclusive experiences for loyal customers. A travel app, for example, can surprise repeat bookers with access to unique, personalized city guides.
The end of one journey should feel like the start of the next.
Your Customer Experience Design Should Feel Legendary
No one raves about "fine" customer experiences. People don’t talk about a functional website or a polite but forgettable customer service call. They talk about the places that pulled them in, the moments that surprised them and the details that felt designed just for them.
The brands that truly understand customer experience design don’t just get repeat customers. They get fans. That’s the kind of CX that customers never want to leave.
Core Questions Customer Experience Design
Editor's note: Here are two important questions to ask about CX design:
How can I design customer experience to engage users from the start?
Focus on building anticipation and excitement right from the first interaction. Similar to Disney's Main Street, U.S.A., make sure that your initial engagement is immersive and sets the tone for what’s to come. Design onboarding experiences that feel like an adventure and give users reasons to continue exploring your brand.
Why is it important to consider small moments in customer experience design?
Small moments can have a big impact on customer loyalty. The addition of thoughtful details like personalized perks and unexpected rewards creates a memorable journey. These subtle enhancements can elevate the entire experience and make customers feel more connected and appreciated, which may lead to increased satisfaction and return visits.
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