I stumbled on a great exploration of experience design. I don't personally know Braz, but I identify with his approach.
When you design an experience on the web or mobile, do you think your job is to organize visual elements in space and across different pages to convey cool features in a way people understand, use and find what they are looking for?
In my opinion, this is not enough. It sure works, and you can deliver a good experience, but to turn what’s good in something extraordinary you will rely on serendipity if you go this way.