DigBite: Designing Serendipity
As an adult, surprise is rarely a positive experience! In an era of hyper-digitisation, predictability and cookie cutter is the new fatigue. It’s therefore no surprise that consumers are actively seeking serendipity - moments that feel unplanned, personal, and shareable.
Serendipity transforms overwhelm and blandness into unique, joyful personal human connections. Serendipity also offers bragging rights, creates stories of discovery and makes any moment feel special. Discovering something we didn’t know we needed or existed is captivating and ultimately improves experience.
Serendipity in Practice
Culture and entertainment – Museums are reframing visits from checklist marathons to voyages of discovery. Having been labelled by consumers as exhausting experiences, with little room for discovery, designing serendipity transforms this experience.
The Louvre Museum in Paris for example, has a treasure hunt where children follow a booklet, clues, find hidden details in famous artworks; finishing with a small gift/souvenir.
Retail – Physical spaces are becoming engines of discovery. Curated randomness, playful wayfinding, and interactive touchpoints invite open-ended exploration.
Danish retailer Flying Tiger famously uses a maze-like flow and hundreds of fresh, unexpected products each month to create a “treasure hunt” mindset.
Travel – Younger travellers are prioritizing authentic, personalized, off-the-beaten-path journeys—often small-group or even mystery itineraries.
Recent surveys show a majority want to “venture off the beaten path” (56% according to Booking.com). New-wave operators such as Flash Pack, Journee, Not In The Guidebooks, and Gift of Go specialize in exactly these ultra-authentic, brag-worthy adventures.
What to do
Design the detour
Maze-like flows, side quests, secret doors, the inside track
Seed micro-mysteries
Limited drops, rotating curiosities, clue cards.
Let them co-create
Mystery trips, modular experiences, local hosts.
Reward the explorer
Easter eggs, souvenirs, backstage moments.
How will you design spaces, programs, and journeys that make people say, “I didn’t expect that – and I loved it.”?
At #BionicX, we translate insights from deep human understanding into commercial opportunity.
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