This document discusses designing for delight in user experience. It defines two types of delight: surface delight, which is visceral and fleeting, and deep delight, which removes friction and has a higher purpose of serving the user. To achieve both types of delight, designers should understand user needs and pain points, then design interactions, visuals and details that solve problems in an engaging way while maintaining usability, integrity and authenticity. Delight increases engagement, loyalty and retention, so both surface and deep delight should be priorities for product design.

1. DELIGHT
BEN TOLLADY
@tollady
BEN ROWE
@benhyphenrowe

2. DESIGNING DELIGHT

9. 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.

10. PLEASURABLE
MOMENTS

12. MICROCOPY

13. BEAUTIFUL UI

14. PARALLAX
https://www.campaignmonitor.com/monitor/

15. TRANSITIONS & INTERACTIONS

16. LITTLE BIG DETAILS

17. DELIGHT FADES

18. INVISIBILITY

19. “IT JUST WORKS”

20. MIHALY CSIKSZENTMIHALY
FLOW

23. GILES COLBORNE
CX PARTNERS

24. ANXIETY -> DELIGHT

26. • 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?

27. DON NORMAN

28. VISCERAL
ENGAGEMENT AND DELIGHT
!
BEHAVIOURAL
HOW THE THING PERFORMS
!
REFLECTIVE
WHAT THE THING EVOKES IN THE USER

29. DANA CHISNELL

30. PLEASURE
SURFACE DELIGHT
!
FLOW
REMOVE THE UNNECESSARY
!
MEANING
INTEGRITY & AUTHENTICITY

31. KATHY SIERRA
HTTP://HEADRUSH.TYPEPAD.COM/CREATING_PASSIONATE_USERS/

33. SAMUEL HULICK
USERONBOARD.COM

35. IT’S NOT GAMIFICATION

36. PAVLOK

37. SURFACE
DELIGHT
DEEP
DELIGHT

38. SURFACE
DELIGHT
DEEP
DELIGHT
is visceral
is often invisible

39. SURFACE
DELIGHT
DEEP
DELIGHT
is novel
has a higher purpose

40. SURFACE
DELIGHT
DEEP
DELIGHT
is fleeting
is ongoing

41. SURFACE
DELIGHT
DEEP
DELIGHT
is the first date
is the relationship

42. SURFACE
DELIGHT
DEEP
DELIGHT
is product focussed
is user focussed

43. WHY SHOULD
WE CARE?

44. • First impressions count
• Memorable / sharable
• Engagement & trust
• Relaxed, Happy, Loyal Users
• (ROI) - Customer retention

45. MINIMAL
DELIGHTFUL
PRODUCT

46. SURFACE
DELIGHT
DEEP
DELIGHT
YOU NEED BOTH
visceral invisible
novelty higher purpose
fleeting ongoing
product user
first date relationship

48. SURFACE

49. DEEP

51. DELIGHT IS AS MUCH
ART AND ‘FEEL’ AS IT
IS LEARNED SCIENCE

52. THANKS
BEN TOLLADY
@tollady
BEN ROWE
@benhyphenrowe