If we’re creating a new brand, we want it to resonate on a deep level with people. If we’re creating an interactive experience we want users to glide through it, effortlessly achieving their goals. That stuff’s really hard. Users have to be comfortable in an environment they’ve never seen before and they have to get exactly what they want out of it. It requires magic. The magic can be found in the details. Here are some ways we look for opportunities to find magic in the details.