Create memorable experiences.

I order a couple of boxes of Pakistani mangoes every year (shoutout to The Aams Dealer). Indulging in this fruit is the hallmark of an enjoyable summer. Pakistani mangoes are great (Anwar Ratol is my favorite variety), but I’ve always felt they were missing something.

A couple of weeks ago, I tried a mango from India. It’s difficult to find good ones, so I fortunate that a relative was able to find some in Chicago. It was the Banganpalle variety. I took one bite of this mango and was instantly transported back in time.

All the fond memories of summer vacations in India came rushing back. It was more than just visual recall. I could feel the heat of the intense summer sun, hear the sounds of cattle herds and hawkers passing by, and the jingles of bangles. I could smell the fresh soil interrupted by the burning of organic waste for fuel, and feel the cool, smooth stone floor on my bare feet. And this was all in addition to the symphony of flavors of the mango itself. Eating this mango was a rich, physical experience.

Indian mangoes are better because they connect to me emotionally.

Pakistani mangoes aren’t memorable. I’ve only had them in the US as an adult, so it’s mostly utilitarian. It's like Star Wars. It's a decent movie, but I didn't grow up with it, and I only watched it as an adult so I could understand the cultural references. I don’t have fond memories associated with either Star Wars or Pakistani mangoes. They’re forgettable.

My job is to make things forgettable. I design experiences that take you from point A to point B in easiest way possible. The ideal design disappears into the background, and once you’ve accomplished your goal, you forget about the experience.

I used Carvana to sell my car during COVID and it was incredibly easy. Probably the best digital + analog experience I’ve seen. It was so easy that I had a hard time remembering the app’s name while writing this essay. Carvana was forgettable. Incredible UX, but forgettable. As it should be.

Life happens outside of the 2D illuminated rectangle you’re reading this on. Make richer, intentional memories beyond the screen.

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P.S. I was in Tampa last week and someone mentioned that it was mango season there. I regret not making a trip out to try some. I hear they grow Indian varieties there. You’re missing out on one of life’s treasures if you haven’t had mangoes from the Indian subcontinent (Pakistan included).

P.P.S. I have a hypothesis that people won’t come at me on LinkedIn because they need to look “professional” here.