How do you turn a visitor pain point into the highlight of your experience?

Le Foundouk is a Moroccan restaurant named by CNN as one of the world’s best rooftop restaurants.

The arrival process, however, was a major paint point.

Guests dropped off by taxi would have to navigate a busy medina to find the restaurant.

An impossible task for visitors which leads to them turning up late or not turning up at all.

It also meant starting the experience of dining with them on a low.

Le Foundouk now offer guides, who wear traditional Moroccan fez hats, that not only direct guests to the restaurant, but also give tours to the arriving and departing guests.

This transformed what was the worst part of the experience into a highlight.

If you're mapping your customer journey and find these paint points, it's worth asking the question: how might we turn this into the best part of our experience?

Design to the extreme and then work backwards to get something that's feasible.