I made my first batch of Chex Mix for the season. Roasted golden brown, with buttery perfection, it’s a cold weather treat that I look forward to every year. As I combine the cereal, pretzels, nuts and sauce, I’m filled with anticipation for that first bite, hot out of the oven. It’s more than just a snack – it’s a tradition, a ritual, a connection to comforting memories of the past. It’s a treat that has signified, since I was old enough to remember, the coming of holidays spent with family and friends.

This act of baking Chex Mix becomes so much greater than the end product, because there is an experience wrapped up around it. Whether by design or happenstance, this common and inexpensive treat has woven a compelling user experience, that follows some of the most basic UX best practices. Let’s take a look.

Ritual
There’s a connection between the past and the present and the future. Your Mom and her Mom made Chex Mix over the holidays, and the family recipe has been passed down to you, to share with your (future) children who will remember and repeat. Ritual lends itself to habit, and habit can result in loyalty – one of the most coveted outcomes of today’s businesses. The fellows over at Black Coffee had a great post on the brand benefits of ritual, summing it up neatly with this:

“By translating actions into brand-specific meaning, rituals can help build lifelong bonds between brands and consumers by providing people with a sense of satisfaction, strengthening social bonds by imparting something personal that brings us closer to the brand, our friends and ourselves.”

Customization
There’s a basic recipe for Chex Mix that’s known and repeatable, and widely available on the side of the cereal box. At the same time, there’s also freedom to customize it at will. Chex Mix was born back in a time when you used a pinch of this and a dash of that. You don’t have to put pretzels in your Chex Mix if you never eat them, or you can add that extra bag of bagel chips if it’s your favorite thing. Chex Mix is made for improvisation and customization according to tastes. Consumers take ownership in experiences when they can tailor them to their preferences. It feels more comfortable, more natural, and personal.

Interaction
There’s a whole process to making Chex Mix. From selecting the ingredients for your special blend, to figuring out if you have a pan big enough to roast it, to pouring together the ingredients and munching them along the way. Even after you get it into the oven, Chex Mix keeps your attention, with stirring required upon 15 minute intervals. As it bakes for that hour, you are engaged and thinking about the Chex Mix – anticipating the end product that you personally created.

Community
Chex Mix is one of those things that is meant to be shared. While you could easily reduce the recipe down to quantities for a small batch, there’s something about it that almost demands sharing. Maybe it goes back to its introduction in the 1950s, when it debuted as a holiday party mix. Regardless, that singular bowl has become a hub for connection and conversation, the quintessential watering hole. There’s something in it for everyone.

Engagement
There’s not a sense that is left unaffected by the creation of Chex Mix. The savory aroma that wafts from the oven. The hot touch of the first handful, and the butter and salt that linger on your palm. The melt in your mouth taste, that keeps you reaching back for more. The sound of happy mouths crunching each bite. Carefully searching for a handful of the pieces that you like the best. Not to mention the cognitive and emotional reactions that it evokes. Every part of you is engaged and satisfied by the wholesome treat.

All of these things – the ritual, customization, interaction, community and engagement – add up to a fully immersive experience.

In an environment where knowledge is quickly shared, and competitors crowd the market – these experiences mean something, not only sentimentally to the consumer, but valuably to the business.

Experiences aren’t just a nice side benefit. They are a demand that needs to be met, and an essential part of the strategy and the design of your brand and – perhaps the most valuable thing you’ll ever create.