On March 11th, the Innovation Center at Universidad Modelo in Mérida, Yucatán, hosted an inspiring event: "Designing Memorable Experiences." Organized by the Mérida Chapter of the Service Design Network (SDN) and led by its co-founders, Daniela Fernández and Jessica Ávila, the event brought together entrepreneurs, designers, professionals from various industries, and students—all united by a common goal: to improve and differentiate their services through experience design. The importance of designing memorable experiences In a market where competition grows fiercer every day, success is not always about the product or service itself, but about the experience delivered to customers. During the talk, Daniela Fernández and Jessica Ávila explored how businesses can create meaningful and distinctive experiences by applying service design and customer experience methodologies. Some of the key topics covered included: The role of emotions in the user experience How to design services centered on real customer needs Case studies of brands that have successfully set themselves apart The role of emotions in the user experience How to design services centered on real customer needs Case studies of brands that have successfully set themselves apart through exceptional experiences An interactive and collaborative space. One of the most valuable aspects of the event was its interactive format. Attendees not only listened to inspiring insights but also engaged in collaborative dynamics that encouraged reflection and dialogue. Through hands-on exercises, participants had the opportunity to apply concepts of service design to real-world situations, sharing their perspectives and learning from one another. Strengthening the local design community Events like "Designing Memorable Experiences" play a key role in strengthening the service design and customer experience community in Mérida and beyond. They provide a space to connect, learn, and inspire innovation, highlighting the importance of placing people at the center of service creation. The Mérida Chapter of the Service Design Network reaffirmed its commitment to fostering collaboration and continuous learning, inviting all those interested in transforming services through design to be part of upcoming initiatives.