broken experience, a frustrating or unsuccessful interaction with a product, service, or system, fall through the cracks, to be overlooked or forgotten by a system or organisation, a slap in the face, something shocking, disappointing, or insulting, dig into (something), to investigate or examine something in detail, dicey, risky, uncertain, or potentially problematic, head up, to lead or manage a project, team, or organisation, startup, a newly established business, often innovative and fast-growing, embed (a video), to insert digital content into a webpage, a light bulb went off, a sudden moment of understanding or inspiration, turn into, to develop into something different, commiserate with, to express sympathy for someone's problems or disappointment, well-designed moments, carefully planned interactions or experiences, build a brand, to create a strong and recognisable identity for a company or product, hack (something), to modify, manipulate, or creatively explore a system, pop up, to appear unexpectedly, an opportunity in disguise, a problem that later proves beneficial, figure out, to understand or solve something.

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