Great experiences don’t come into being all at once. They’re both a daisy chain of small moments, and a culmination of small iterations.

You don’t just sit down and create a great experience for your customers. That’s not how it works.

You sit down and you pay attention to the moments that already exist. And then you iterate those moments to make them better.

“This moment, what’s it for? What could it be for? How can we make it just a little bit better?”

“And that moment, what’s that one for? What could it be for? How can we make that one just a little bit better?”

Often, what looks like a really great customer experience is merely just a lot of little moments that have been through a lot of little iterations, all daisy-chained together.