designing delight

DELIGHT

BEN TOLLADY @tollady

BEN ROWE @benhyphenrowe

DESIGNING DELIGHT

RESEARCH AND ANALYSIS HELP SHOW YOU THE WORKFLOWS,

USABILITY PRINCIPLES ENSURE IT’S CLEAR AND INTUITIVE, BUT HOW

DO YOU GET TO DELIGHTFUL? YOU’RE ON YOUR OWN THERE.

PLEASURABLE MOMENTS

MICROCOPY

BEAUTIFUL UI

PARALLAXhttps://www.campaignmonitor.com/monitor/

TRANSITIONS & INTERACTIONS

LITTLE BIG DETAILS

DELIGHT FADES

INVISIBILITY

“IT JUST WORKS”

MIHALY CSIKSZENTMIHALY FLOW

GILES COLBORNE CX PARTNERS

ANXIETY -> DELIGHT

• What problems are our users trying to solve? • What’s the job that they are trying to do? • What pain-points are they experiencing? • When are they feeling anxious or frustrated? • What can we do to make their day just a bit

better?

DON NORMAN

VISCERAL ENGAGEMENT AND DELIGHT

!

BEHAVIOURAL HOW THE THING PERFORMS

!

REFLECTIVE WHAT THE THING EVOKES IN THE USER

DANA CHISNELL

PLEASURE SURFACE DELIGHT

!

FLOW REMOVE THE UNNECESSARY

!

MEANING INTEGRITY & AUTHENTICITY

KATHY SIERRAHTTP://HEADRUSH.TYPEPAD.COM/CREATING_PASSIONATE_USERS/

SAMUEL HULICK USERONBOARD.COM

IT’S NOT GAMIFICATION

PAVLOK

SURFACE DELIGHT

DEEP DELIGHT

SURFACE DELIGHT

DEEP DELIGHT

is visceral

is often invisible

SURFACE DELIGHT

DEEP DELIGHT

is novel

has a higher purpose

SURFACE DELIGHT

DEEP DELIGHT

is fleeting

is ongoing

SURFACE DELIGHT

DEEP DELIGHT

is the first date

is the relationship

SURFACE DELIGHT

DEEP DELIGHT

is product focussed

is user focussed

WHY SHOULDWE CARE?

• First impressions count • Memorable / sharable • Engagement & trust

• Relaxed, Happy, Loyal Users • (ROI) - Customer retention

MINIMAL DELIGHTFUL

PRODUCT

SURFACE DELIGHT

DEEP DELIGHT

YOU NEED BOTH

visceral invisiblenovelty higher purposefleeting ongoingproduct userfirst date relationship

SURFACE

DEEP

DELIGHT IS AS MUCH ART AND ‘FEEL’ AS IT

IS LEARNED SCIENCE

THANKS

BEN TOLLADY @tollady

BEN ROWE @benhyphenrowe