The best experience is where the right brain and left brain intersect. It is where the creative, emotional needs of the customer meets with the business needs of the company and its offerings.
It is about making something people want, with a focus on who the people are and value, and what they want and expect.
Once you know the users, it is about creating flow. Adding momentum to move from one action to the next.
It is something users know, at least intuitively, that you an learn from talking to them. It is testable and measurable.