Most of us remember a handful of experiences with companies. If we reflect on what makes these experiences memorable, we'll quickly realize that it's not the uniqueness, the messaging, or that a product is easy use. In fact, if a transactional app is easy to use, it may not be memorable. We'll say that the experience "spoke to us." We'll find the experience useful, helpful. What does make an experience memorable is how it brings meaning to a user's life, how it connects directly with that user.