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Deconstructing delight


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  • 1. Deconstructing DelightPleasure, Flow,& Meaning
  • 2. Marketing QA tester Call center UX designer DevelopmentProduct manager
  • 4. Usable = = noDelightful yes Capital One
  • 5. Delight Flow Meaning Pleasure
  • 6. USAToday weather
  • 7.
  • 8.
  • 9. iPhone versionof Swackett
  • 10. Houdini’sbirthday
  • 11. Anniversary ofthe Eiffel Tower
  • 12. Matt Groening’sbirthday
  • 13. Swackettextendedforecast
  • 14. Pleasure • Shows consideration • Anticipates users’ needs • Responsive to context • Users feel it • Much can come through visual design
  • 15. Sharing Aware of user TreatsBits of thoughtfulness
  • 16. Extra goodness TripIt.comAnticipates needs
  • 17. Virgin America
  • 18. Virgin Americain-flightentertainmentsystem
  • 19. Virgin Americasafety video
  • 20. If I were to take care of thiscustomer, how would I do it?
  • 21. Evidence of Pleasure✤ Smiling✤ Exclamations, “Nice!” or “Got it!”✤ Behaving with infatuation
  • 22. Cautions of Pleasure Habituation decrease in response after repeated exposure Distraction dividing attention Disruption interrupting the user’s activity Don’t force it
  • 23. PleasureAnticipates needs and wantsProduces positive affectUses visual design and voice
  • 24. word processor
  • 25. ...sit down and startmaking the clackity noise.If I make the clackity noiselong enough every day,the “writing” seems to takecare of itself. -- Merlin Mann
  • 26. Ommwriter
  • 27. Flow • Immersive • Empowering • Behavioral, automatic • Plays on mastery and control
  • 28. Flow • Subtle motivation cues • Psychological cues • Language (or lack of) • Social cues • Reinforcement
  • 29. Conversation
  • 30. Tags feed curiosity Related Question questions support serendipity Answers Outlets demonstrate knowledge People
  • 31. Smooth, frictionless Supports serendipity Tangents are useful, meaningful Feeds curiosity Users demonstrate knowledge
  • 32. Heft. Handling. Fit for purpose.
  • 33. Flow by design✤ Affordances and feedback are clear, obvious, invisible✤ IA matches users’ mental models✤ Perception of responsiveness✤ Clutter is minimized✤ Appropriate for context✤ Benefit to user is clear
  • 34. Evidence of Flow✤ Gratification✤ Feeling productive✤ Focused concentration✤ Energized✤ Empowered✤ Stop talking✤ Key strengths tapped
  • 35. Cautions of Flow Could translate as either engagement or frustration Analytics data won’t reveal this User control is key Tangents must be useful acts of autonomy
  • 36. Assessing flowWhen you are using it, do you feel a greaterawareness?How much does it increase your ability toaccomplish new things?How much does it expand your owncapabilities?How much do you feel you have a largerperspective because of using it?
  • 37. FlowImmersiveFrictionless, essentialfunctionalityUses subtlety in design
  • 38. Zipcar.comless wastesaving moneygood for Earth
  • 39. Zipcar.comdoing good
  • 40. Zipcar.comhaving funstrengtheningcommunity
  • 41.
  • 42. Zipcar.comattachmentresponsibilityaccountability
  • 43. Meaning • Flourish through purpose • Connectedness • Making a difference • Belonging • Virtuousness
  • 44. Meaning • Plan the emotional effects • Plan the behavioral effects • Clarity, simplicity, funneling, modeling
  • 45. Wardrobe Refashion
  • 46. Culture of generosity After: ShortsBefore: Gauchos
  • 47.
  • 48. Authenticity Effort confirmed Values supported
  • 49. Meaning by design✤ Effort is encouraged and confirmed✤ Involvement subtly rewarded through support and values✤ Site and interactions feel secure and safe✤ Branding is authentic, built in to business model
  • 50. Evidence of Meaning✤ Connected, yet selfless✤ Virtuous and altruistic✤ Compassion and empathy✤ Expansiveness, openness✤ Devoted, engaged
  • 51. Cautions in meaning Not just a tagline: must be authentic Must come from the business model, out Can’t be layered on
  • 52. Meaning =EngagementGallup CustomerEngagementassessment CE11
  • 53. Meaningdesign with purpose,from mission to fulfillment,not just touch points,but through culture
  • 54. MeaningMust be genuine, from themission, outPurpose comes through on allchannelsResults in belonging,generosity
  • 55. DelightPleasure Flow Meaning
  • 56. Where does your design fit into abeautiful day?
  • 57. Where to learn more about thepsychology of happiness TED Talks: The psychology of happiness - Martin Seligman TED Talks: Play is more than fun - Stuart Brown TED Talks : Happy design - Stefan Sagmeister Flow: The Psychology of Optimal Experience, by Mihaly Csikszentmihalyi Emotional Design: Why We Love (or Hate) Everyday Things, by Donald Norman Happiness: A History, by Darrin M. McMahon Enchantment, by Guy Kawasaki
  • 58. Where to learn more about thepsychology of happiness Anything written by all of these people: Aaron Walter Stephen Anderson Nathan Shedroff Bill Scott Jane McGonigal Clay Shirky
  • 59. 64Where to learn more Dana’s blog: http:// Download templates, examples, and links to other resources from
  • 60. ThankYou.Dana