 How do you craft customer experience? I think when I think about the process that I go through, there are three things that come to my mind. Ironically, the first thing is the power of three. I think there is some wisdom in keeping things as a set of three. When you think about the user experience and the steps that they have to go through, hey, what are the three steps that a customer should go through to get to their destination from their start point? If you can explain it in three steps, that's a good start. So that's number one. Number two, when in doubt, subtract. Again, simplification is one of the most important aspects of creativity. Again, it's not easy to do, but when you think about not so much about how to simplify, but more about if you are doubting, that means you should subtract it. So when in doubt, subtract. That's point number two. Number three, magic is greater than logic. This might sound a little bit counterintuitive, especially when you're talking about customer experience because it does need to be logical. But what's interesting about human beings is that we are emotional human beings, emotional beings, and we make decisions based on our right brain, our emotions, as opposed to our left brain, our logic. There's something to be said about magic creating a greater emotional reaction to a customer and to a user. And I think keeping that in mind that magic is greater than logic is an important aspect of creating customer experience.