“Everyone gets caught up thinking it’s user experience they need to worry about, but it’s what they remember about their experience that’s critical. Their memory is what they’ll draw on to tell other people about it. Their memory is what they’ll project into the future. We should focus on making experiences happen that plant memories in people’s heads, like in Christopher Nolan’s film Inception.
It turns out there are three different kinds of moments in your story customers remember: transitions, Wow moments, and endings. [...] Focusing attention on these three experiences will help you create memorable products.”