Good design enables people to do (achieve) what they want without them realizing it. I know, it sounds a bit daunting, but this is how very good design works.
A well-designed product, service or experience helps people achieve their goals without shouting out-loud “notice me” and “praise me”.
Services such as cruises and theme parks that are purchased entirely for the experience are exceptions to this rule. Nobody goes on a cruise for transportation - getting from, say, Anchorage to Vancouver.
The bulk of services, however, are not bought exclusively for the experience. They are bought for fulfilling a need that is not living the experience itself. Very good experience designe