Hello Reader,

Here's what we've been talking about with clients this week:

1. Customer Experience in Hospitality: From Service to Scenario

Source: HospitalityNet​

The hospitality industry is shifting from traditional service delivery to crafting personalized, narrative-driven experiences. Modern guests expect hotels to anticipate their needs and create memorable scenarios that rival the personalization of Netflix or Amazon.

• Technology enables storytelling at scale: Hotels like YOTEL and The Peninsula use AI concierges, unified guest profiles, and event-based automation to deliver hyper-personalized experiences that increase satisfaction by up to 27%

• Small properties compete through scenarios: Eco-lodges and boutique hotels leverage digital tools to create memorable “micro-moments”—from forest meditation sessions to bread-baking classes—that build loyalty without large staff or marketing budgets

• Emotions drive profitability: Hotels profit from repeat visits, not first stays. By treating properties as stages where guests become protagonists of their own stories, hotels transform from commodities into destinations worth revisiting and recommending

2. The Struggle with Chrome’s Tab Groups: A Frustrating User Experience

Source: Android Police​

Google Chrome’s tab groups feature has created an unexpected digital clutter problem, with users discovering months of accumulated saved groups they never intended to keep. This design oversight highlights how well-intentioned features can become sources of frustration when they conflict with natural browsing habits.

• Hidden accumulation: Chrome automatically saves tab groups without clear user consent, leading to hundreds of forgotten groups piling up over months in a hidden interface most users rarely access

• Design complexity defeats simplicity: The feature intended to organize tabs actually creates more work, as users must manually delete each saved group individually with no bulk deletion option available

• System intelligence gap: Chrome fails to recognize when users are done with temporary tab groups, lacking smart expiration or archival features that would align with actual browsing patterns

3. Micro-Interactions Are Quietly Winning 2025 UX

Source: Medium (Coding Nexus)​

Digital experiences are evolving beyond functionality to embrace delightful moments of feedback. Micro-interactions—those subtle animations and responses to user actions—are becoming essential differentiators in creating memorable, engaging interfaces that users actually enjoy using.

• Small gestures create big impact: Thoughtful micro-interactions like button bounces, loading animations, and completion celebrations transform routine tasks into satisfying experiences that keep users engaged and coming back

• Emotion drives connection: These tiny design elements tap into human psychology, providing instant gratification and positive reinforcement that builds stronger relationships between users and digital products

• Competitive advantage through delight: As functionality becomes table stakes, brands that invest in polished micro-interactions stand out by showing attention to detail and respect for their users’ time and experience