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Deconstructing Delight

Pleasure, Flow,
& Meaning
Marketing
                         QA tester
           Call center


     UX designer

                                     Development




Product manager
EN
    OK C E
 BR IEN
 XPER
E
Usable = = no
Delightful yes

            Capital One
Delight
  Flow
 Meaning
 Pleasure
USAToday weather
Swackett.com
Swackett.com
iPhone version
of Swackett
Houdini’s
birthday
Anniversary of
the Eiffel Tower
Matt Groening’s
birthday
Swackett
extended
forecast
Pleasure
   •   Shows consideration
   •   Anticipates users’ needs
   •   Responsive to context
   •   Users feel it


   •   Much can come through
       visual design
Sharing

    Aware of user
                         Treats

Bits of thoughtfulness
Extra goodness



                         TripIt.com
Anticipates needs
Virgin America
Virgin America
in-flight
entertainment
system
Virgin America
safety video
If I were to take care of this
customer, how would I do it?
Evidence of Pleasure


✤   Smiling
✤   Exclamations, “Nice!” or “Got it!”
✤   Behaving with infatuation
Cautions of Pleasure
            Habituation
            decrease in response after
            repeated exposure
            Distraction
            dividing attention
            Disruption
            interrupting the user’s activity
            Don’t force it
Pleasure

Anticipates needs and wants
Produces positive affect
Uses visual design and voice
word processor
...sit down and start
making the clackity noise.
If I make the clackity noise
long enough every day,
the “writing” seems to take
care of itself.
   -- Merlin Mann
Ommwriter
Flow
  •    Immersive
  •    Empowering
  •    Behavioral, automatic
  •    Plays on mastery and
       control
Flow
  •    Subtle motivation cues
  •    Psychological cues
  •    Language (or lack of)
  •    Social cues
  •    Reinforcement
Conversation



  Quora.com
Tags feed curiosity

                       Related
    Question
                      questions
                       support
                      serendipity


   Answers            Outlets
 demonstrate
  knowledge

                       People
36




Quora.com

 Smooth, frictionless
 Supports serendipity
 Tangents are useful, meaningful

 Feeds curiosity
 Users demonstrate knowledge
Heft.   Handling.   Fit for purpose.
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
Evidence of Flow
✤   Gratification
✤   Feeling productive
✤   Focused concentration
✤   Energized
✤   Empowered
✤   Stop talking
✤   Key strengths tapped
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
Assessing flow
When you are using it, do you feel a greater
awareness?
How much does it increase your ability to
accomplish new things?
How much does it expand your own
capabilities?
How much do you feel you have a larger
perspective because of using it?
Flow

Immersive
Frictionless, essential
functionality
Uses subtlety in design
Zipcar.com
less waste
saving money
good for Earth
Zipcar.com

doing good
Zipcar.com
having fun
strengthening
community
46




Zipcar.com
Zipcar.com
attachment

responsibility

accountability
Meaning
  •   Flourish through purpose
  •   Connectedness
  •   Making a difference
  •   Belonging
  •   Virtuousness
Meaning
  •   Plan the emotional
      effects
  •   Plan the behavioral
      effects
  •   Clarity, simplicity,
      funneling, modeling
Wardrobe Refashion
Culture of
                   generosity
   After: Shorts




Before: Gauchos
52




Kiva.org
Authenticity


                  Effort confirmed




   Values supported
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
Evidence of Meaning

✤   Connected, yet selfless
✤   Virtuous and altruistic
✤   Compassion and empathy
✤   Expansiveness, openness
✤   Devoted, engaged
Cautions in meaning

            Not just a tagline: must be
            authentic
            Must come from the business
            model, out
            Can’t be layered on
Meaning =
Engagement
Gallup Customer
Engagement
assessment CE11
Meaning

design with purpose,
from mission to fulfillment,
not just touch points,
but through culture
Meaning
Must be genuine, from the
mission, out
Purpose comes through on all
channels
Results in belonging,
generosity
Delight




Pleasure     Flow    Meaning
Where does
  your design
      fit into a
beautiful day?
Where to learn more about the
psychology 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
Where to learn more about the
psychology of happiness

 Anything written by all of these people:

 Aaron Walter

 Stephen Anderson

 Nathan Shedroff

 Bill Scott

 Jane McGonigal

 Clay Shirky
64




Where to learn more


   Dana’s blog: http://
   usabilitytestinghowto.blogspot.com/

   Download templates, examples, and
   links to other resources from
   www.wiley.com/go/usabilitytesting
Thank
You.



Dana Chisnell

dana@usabilityworks.net

www.usabilityworks.net

@danachis

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