Brands without a differentiated customer experience will fail

In this edition of Building Great Experiences, I’m sharing insights from my recent conversation with Lauren Kerwell, a creative director and product designer passionate about designing experiences that are differentiated and make people feel seen, valued, and connected.

Lauren’s approach centers on human-centered design—designing spaces, products, and experiences that don’t just serve a function but make a lasting emotional impact. Here’s what we discussed, along with actionable ways to bring this mindset into your own customer experiences.

1. Meet people where they are

Empathy is the foundation of great experiences. It’s going beyond the functional needs of customers to understand the context they’re coming from, whether they’re feeling stressed, excited, or curious. Lauren shared how at a global youth conference on food sustainability, her team created a welcoming, comfortable space within a sterile environment by adding natural elements like trees, AstroTurf, and a bright picnic table with playful items like Legos and Play-Doh. This setup helped attendees feel grounded and encouraged relaxed, meaningful conversations.

Putting it into action:

• Design with comfort in mind: Create spaces (virtual or physical) that invite people to relax. Small touches like natural elements, comfortable seating, and interactive items can make a difference.

• Think beyond functionality: Use empathy mapping to understand the emotional states your customers might be in and create experiences that support their needs beyond what’s “useful.”

• Introduce playfulness: Add fun, unexpected elements that allow people to unwind and express themselves, even in professional settings.

2. Creating unique memories & unexpected moments

With everything being eaten up by the AI “sea of sameness,” it’s more important now than ever to focus on creating something unique and memorable for your customers.

Lauren shared some great examples from the music industry including a story from the “Lost Lands” music festival. Attendees were invited to reach into a pond and pull out a unique gift. This unadvertised, special moment made the experience unforgettable for attendees and spread positive word-of-mouth organically. People remember experiences that surprise and delight, especially when those moments are crafted with care and creativity.

Putting it into action:

• Add an element of surprise: Think of small, unexpected touches—like a unique welcome gift, personalized note, or custom experience—that feel special and exclusive.

• Let customers “discover” the experience: Instead of advertising every feature, let certain elements of the experience reveal themselves naturally, adding a layer of intrigue.

• Create shareable moments: Design experiences that customers will want to talk about and share, turning them into brand advocates.

3. Designing for all altitudes of experience

If you’ve been reading this newsletter since the beginning, then you’ve heard me talk about the “altitudes of experience.” In essence, it’s important to consider the different elements of customer experience that exist at various altitudes including product (lowest), service, brand, and ecosystem (highest). Product and service focus on individual touch points while brand experience considers all interactions with the brand as a whole, and ecosystem experience encompasses the experience of customers moving between brands, partners, vendors, and environments. Each “altitude” impacts the customer journey, and it’s essential to keep all of these levels in mind to create cohesive, memorable experiences.

Putting it into action:

• Map the customer journey across altitudes: Break down your customer experience into product, service, brand, and ecosystem levels. Identify how each level contributes to the overall experience.

• Incorporate multiple perspectives: Include voices from different employees and different types of customers to ensure a consistent, aligned experience across all touch points.

• Consider the community impact: Think about how your brand fits within a larger ecosystem, from cross-brand partnerships to community initiatives, and be intentional about creating value at the intersections.

4. Design for long-term loyalty & invest in authentic moments

In today’s economic climate, many brands prioritize short-term gains over building authentic, long-term connections. Don’t be transactional! Focus on the customer’s needs, emotions, and context to drive loyalty, engagement, and brand advocacy long-term. Creating a unique and memorable isn’t a cost, it’s an investment in customer loyalty and brand perception.

Putting it into action:

• Focus on long-term ROI: Prioritize customer relationships and loyalty over immediate returns. Think of customer engagement as a lifelong journey rather than a single transaction.

• Provide meaningful gestures: Offer value in ways that resonate with customers, like exclusive gifts, personalized thank-you notes, or private events that reflect your appreciation for their loyalty.

• Measure beyond transactions: Track metrics like customer lifetime value, brand advocacy, and word-of-mouth referrals to gauge the impact of your long-term strategies.

Wrapping up: Make connection the heart of every experience

Memorable experiences are more than the sum of their parts; they’re about making people feel seen, valued, and part of something meaningful. By designing with empathy, creating unique moments, understanding the multiple levels of experience, and investing in long-term loyalty, you can create customer experiences that resonate far beyond a single interaction. I hope these insights inspire you to build experiences that leave a lasting impact 😊

Onward & upward,

Drew

If we haven’t met yet, hello! I’m Drew Burdick, Founder and Managing Partner at StealthX. We work with brands to design & build great customer experiences that win. I share ideas weekly through this newsletter & over on the Building Great Experiences podcast. Have a question? Feel free to reply to this email — I’d love to hear from you.