Rare is the inspirational, spontaneous, transformative moment shared among 20 million people. In the summer of 2010, people around the world were moved by the sighting of a double rainbow--almost a triple rainbow--"all the way across the sky" in Yosemite National Park. Caught on video and posted to by YouTube by Paul Vasquez in January 2010, the video became an overnight Internet sensation: it was posted to social networks, e-mailed to friends, watched in dorm rooms and living rooms, and on laptops and smart phones (Brown 2010). This article discusses how libraries can design for "double rainbow" when planning an marketing library services, Web sites, and programs. In her keynote address for the Internet Librarian 2010 Conference, Patricia Martin presented key themes of the emerging techno-social, user-centered environment. In order for libraries to adapt and maintain relevance, Martin said that they must "put the user at the center of the universe, let users collaborate on the rules, and curate the human interface." The double rainbow video successfully delivered on these three guidelines--and libraries can aim for the same when designing elements of the library experience: (1) Think social; (2) Think emotional; and (3) Think customizable. As libraries continue to evolve and promote relevance using emerging technologies, understanding what makes the ordinary information experience extraordinary is essential for engaging users and exhibiting value.