Today we’d like to introduce you to Laura Hand.
Hi Laura, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I’ve always been curious about what moves people. Not just what makes them act, but what makes them feel. That curiosity led me to design, where I discovered a world where creativity, technology, and human behavior came together to shape experiences that matter.
Early in my career, I landed a web design position that opened the door to that world. It showed me that design wasn’t just about making things look good. It was about understanding people and helping them feel seen. That insight became the throughline of my entire career, from branding to marketing to experience strategy.
Part of being a creative is always growing and expanding your perspective and inspiration. That led me to the American Advertising Federation (AAF), where I found my creative community. Through AAF, I got to travel, connect with some of the most inspiring minds in advertising, and see what was possible when storytelling met strategy. Those experiences pushed me to grow as both a designer and a problem solver. Over the years, that drive helped me earn more than 14 American Advertising Awards. Today, I proudly serve as a national competition judge, staying connected to the industry that helped shape who I am.
Eventually, I climbed the corporate ladder to become VP of Marketing for a large healthcare membership organization. But even at the top, I felt boxed in. I had the title but not the freedom. Deep down, I knew there was more for me outside those walls, and I was ready for something that felt more like mine.
Then, life gave me the greatest and hardest nudge. Within two years, I lost both my younger brother and my father. These events reshaped everything I thought I knew about purpose and time. My brother passed unexpectedly from a heart attack at 25, after a long battle with opioid & drug addiction that had taken a toll on his body. Two years later, my father was diagnosed with glioblastoma, a fast-moving brain tumor that stole him from us in less than four months. He was my tether to this earth. He believed in me fiercely, sometimes more than I believed in myself.
It was during that time, desperate to cure him or at least ease his pain, that I started learning about cannabis. I researched everything I could find, hoping to advocate for something that might offer him relief. But stigma and outdated laws in the Midwest meant we couldn’t access it when we needed it most. That experience changed me. I knew then that I didn’t just want to build another agency. I wanted to support those working to create meaningful, healing, purpose-driven solutions.
So I stepped away from what was safe and built something that could support the people doing the real healing work.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Leaving the corporate job to become an entrepreneur, especially as a single mom, was terrifying. I had to rebuild my confidence, learn to trust my intuition, and find clients who were ready for the kind of deep, experience-centered work I do. I also had to unlearn the hustle and overachievement that corporate life had wired into me. It took time to redefine success on my own terms.
Then there was figuring out how to navigate the complex industry of cannabis.
Marketing in the cannabis industry is like trying to win a race with one hand tied behind your back. You have a product you can’t show, benefits you can’t say, and a name you’re not allowed to mention. Platforms shadowban you, ads get pulled, and content disappears for “violating guidelines” that no one can fully explain. It is one of the most creatively restricted industries I’ve ever worked in, and somehow, one of the most rewarding.
These creative constraints forced me to become a more intentional marketer. To lean into story, into education, into building trust with nuance and care. Instead of seeing limitations, I started seeing opportunities to connect on a human level.
Of course, the personal challenges didn’t disappear. I’m a single mom. I’ve built this business while navigating grief, parenting, and financial strain. But every challenge has taught me something. I’ve learned how to show up with grace, how to rest without guilt, and how to be the lighthouse, not just for others, but for myself.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
At Laura Loo Experience Design, I help businesses design experiences that people remember.
I serve as a fractional Chief Marketing Officer for cannabis operators, plant wellness resorts, and membership-based brands who are ready to grow with purpose. My specialty is journey mapping, customer experience design, and strategic brand storytelling that feels personal, intentional, and unforgettable.
I help businesses understand their customers, clarify their message, and turn every part of the journey, from that first moment of interest to post-purchase follow-up, into something thoughtful, seamless, and delightful.
The Beach Samui (www.thebeachsamui.com), a boutique wellness resort in Koh Samui, Thailand, brought me on to help them better connect with American travelers who were curious about plant-based wellness but unfamiliar with what to expect. They wanted someone to look at their experience with fresh eyes, map the guest journey, and offer recommendations that would help them feel more welcoming, more clear, and more aligned with what their ideal guest actually needed.
From the moment I booked my stay, I stepped into that secret shopper role. I evaluated their website and booking flow, flagged areas of confusion, and made notes on how their communication could better set expectations before guests even arrived. Once onsite, I fully immersed myself in their offerings – from infused yoga in the treetops at an elephant sanctuary and a cannabis oil massage, to sound healing, breathwork, and ice baths. I paid attention to how each touchpoint made me feel, what was intuitive, what felt disconnected, and where little changes could elevate the overall experience.
When I returned home, I pulled everything together into a complete guest experience journey map with recommendations for messaging, content, and sensory touchpoints to strengthen the brand and ease the path for U.S. guests. It wasn’t about changing who they were. It was about helping them be seen clearly by the right people.
This was not just a strategy project. It was a full-body, full-heart experience. And it reminded me how powerful it is when design, storytelling, and intention all work together to support transformation, not just for guests, but for the brands that serve them.
Although I live in Iowa now, I was born in Minnesota and still have a great deal of family there. Watching Minnesota grow as an emerging cannabis market has been deeply personal and professionally exciting. I’ve had the honor of supporting businesses, shaping brand foundations, and helping craft what cannabis travel and tourism could look like in this evolving space.
What matters most to you? Why?
What matters most to me is enjoying the pursuit of an extraordinary life.
To me, that means doing work that feels aligned, showing up in ways that feel honest, and helping people and brands connect through experiences that actually matter. I believe the most meaningful impact happens when we slow down, ask better questions, and create with intention.
Whether I’m mapping a guest journey or raising two teenage sons, I’m always looking for that moment of delight. The thing that makes someone feel more alive, more seen, more connected.
I want my boys to know that anything is possible. That they don’t have to wait to live a life that lights them up. I want to show them that expansion is the goal, not a title or a paycheck. And if I can leave behind a trail of meaningful relationships, kind words, and lasting experiences, then I’ll know I lived the kind of life I came here for.
Pricing:
- ‘DO IT YOURSELF’ PLAN This is a coaching-only arrangement where we will talk through the suggested components of your brand and marketing strategy. I will provide recommendations and ongoing accountability. Starts at $3000/mo
- ‘DO IT WITH YOU’ PLAN In this hands-on arrangement, once we review and identify needs, I will provide tangible deliverables of worksheets, agendas, timelines, content strategy outlines and marketing plan. Starts at $6000 per month
- ‘DO IT FOR YOU’ PLAN In this package we provide the full agency experience from strategy, marketing plans + creative tactic execution to reporting. Starts at $10,000 per month
Contact Info:
- Website: https://www.customerdelightprocess.com/
- Instagram: https://www.instagram.com/lauralooexperiencedesign/
- LinkedIn: https://www.linkedin.com/in/lhand
- Youtube: https://www.youtube.com/@lauralooexperiencedesign
- Other: https://tiktok.com/lauralooexperiencedesign
