How a neuroscientist challenged us to unthink memorable retail experiences
How a neuroscientist challenged us to unthink memorable retail experiences
How a neuroscientist challenged us to unthink memorable retail experiences
Creating experiences that consumers remember.
Creating experiences that consumers remember.
2 min read, May 1, 2025
2 min read, May 1, 2025
Creating experiences that consumers remember.
2 min read, May 1, 2025
THE TRAP:
THE TRAP:
THE TRAP:
Enjoyable experiences are the most memorable.
Enjoyable experiences are the most memorable.
Enjoyable experiences are the most memorable.
In contemporary experience design, there's a strong focus on removing pain points and optimising every stage of the consumer journey. We chase incremental improvements that make things faster, easier, more intuitive, more invisible.
In contemporary experience design, there's a strong focus on removing pain points and optimising every stage of the consumer journey. We chase incremental improvements that make things faster, easier, more intuitive, more invisible.
In contemporary experience design, there's a strong focus on removing pain points and optimising every stage of the consumer journey. We chase incremental improvements that make things faster, easier, more intuitive, more invisible.
NEUROSCIENTIST RE-FRAME:
NEUROSCIENTIST RE-FRAME:
NEUROSCIENTIST RE-FRAME:
"Negative experiences are 10x more memorable than positive ones."
"Negative experiences are 10x more memorable than positive ones."
"Negative experiences are 10x more memorable than positive ones."
"If you wanted to make an experience memorable you'd make it bad (not good). There’s a lot of research that shows that the first and last things that happen and the points of most emotion, get remembered."
-Neuroscientist
"If you wanted to make an experience memorable you'd make it bad (not good). There’s a lot of research that shows that the first and last things that happen and the points of most emotion, get remembered."
-Neuroscientist
"If you wanted to make an experience memorable you'd make it bad (not good). There’s a lot of research that shows that the first and last things that happen and the points of most emotion, get remembered."
-Neuroscientist
Our survival instincts are primed to release adrenaline and stress hormones in response to negative or unknown situations. These strong emotional spikes activate the memory centre in the brain, resulting in increased memory retention.
Our survival instincts are primed to release adrenaline and stress hormones in response to negative or unknown situations. These strong emotional spikes activate the memory centre in the brain, resulting in increased memory retention.
Our survival instincts are primed to release adrenaline and stress hormones in response to negative or unknown situations. These strong emotional spikes activate the memory centre in the brain, resulting in increased memory retention.
THE TAKEAWAY:
THE TAKEAWAY:
THE TAKEAWAY:
Unexpected moments create lasting impressions and emotional connections with consumers.
Unexpected moments create lasting impressions and emotional connections with consumers.
Unexpected moments create lasting impressions and emotional connections with consumers.
Instead of just removing friction and making things "better", how can we flip the script to create an experience that is truly unforgettable?
Instead of just removing friction and making things "better", how can we flip the script to create an experience that is truly unforgettable?
Instead of just removing friction and making things "better", how can we flip the script to create an experience that is truly unforgettable?
HOW MIGHT WE:
HOW MIGHT WE:
HOW MIGHT WE:
intentionally exaggerate the our product/ service's friction points and reframe it as a strength?
use discomfort as a tool for storytelling and connection?
intentionally break industry expectations to create stronger emotional spikes?
intentionally exaggerate the our product/ service's friction points and reframe it as a strength?
use discomfort as a tool for storytelling and connection?
intentionally break industry expectations to create stronger emotional spikes?
intentionally exaggerate the our product/ service's friction points and reframe it as a strength?
use discomfort as a tool for storytelling and connection?
intentionally break industry expectations to create stronger emotional spikes?