Problem: How do you design a memorable experience that's intangible?

What makes a service experience different from a product experience?

Services are intangible, are experienced over time, over multiple touch points, focused on interaction with people.

Moves away from the emphasis on individual ownership and more towards shared ownership and accountability

6 characteristics of successful experiences

1. Responsiveness: Responding to particular needs when interacting with the service. A service doesn't always respond the same every time

Touching on the experience of Virgin America. The experience is obvious in that the company goes to great lengths to ensure a good UX.

Adaptability: Ability to adapt to changes in the environment and issues that may arise and continue to ensure a good experience.

Responsive, Consistent, Adaptable, Tailored, Efficient, Rewarding.