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CAN YOU WIREFRAME DELIGHTFUL? 
Delight is that word we use to 
describe those pleasurable moments 
in digital and offline products, that 
make an experience just that little 
bit more fun. 
BEN TOLLADY 
@tollady 
BEN ROWE 
@benhyphenrowe
DES TRAYNOR 
Our inspiration for this talk came 
from this article : 
Some things can’t be wireframed 
http://insideintercom.io/things-cant-wireframed/
An example of delight that the 
author mentions is Squarespace, 
which makes great use of beautiful 
imagery and typography …
…but if we were to wireframe 
this page? 
It doesn’t convey the same 
feeling of delight at all.
Another example the article mentions 
is the Keezy app. 
! 
Keezy may never have been as 
delightful if it had been “wireframed”.
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. 
The article concludes by saying that designing for delight is 
difficult, risky and messy, and that there is no real trick to it. 
! 
Which left us asking more questions.
So we wanted to take this 
opportunity to investigate further… 
! 
Is there actually a formula to 
adding delight to the things that 
we’re creating? 
DESIGNING DELIGHT
WHY SHOULD 
But first things first - Why WE CARE? 
should we even care about 
Delight? 
! 
Isn’t it just a meaningless 
buzzword anyway?
ACQUISITION 
• Great First Impression 
• Memorable / Sharable 
! 
RETENTION 
• Happy Users = Loyal Users 
Well, maybe. 
! 
But Delight is what makes your 
users fall in love with your product. 
There are clearly benefits to 
offering a delightful experience.
Of course - delight isn’t the be 
all and end all. 
! 
As Aarron Walter has said, our 
products need to Functional, 
Reliable, and Usable first. 
AARRON WALTER - DESIGNING FOR EMOTION
MINIMUM 
VIABLE 
DELIGHTFUL 
PRODUCT 
That said, Delight isn’t something 
that you can just tack on. 
We need to be creating minimum 
delightful products, that bake in 
Delight from day one.
Let’s have a look at some 
examples of delight. 
! 
A beautifully designed interface, 
like AirBnB, is a common and 
obvious way. 
BEAUTIFUL UI
Microcopy helps break down any 
barriers that might exist between 
human and computer, reminding 
users that there are real people 
behind a product. 
MICROCOPY
ANIMATION 
https://www.campaignmonitor.com/monitor/ 
Captivating animations like those 
used to create parallax scrolling 
effects is another common way to 
add delight. 
! 
Campaign Monitor’s mobile app 
website does a great job of this.
We mentioned Keezy before - it’s 
a wonderful example of how tactile 
transitions and interactions can 
make something delightful. 
TRANSITIONS & INTERACTIONS
SOUND 
Done well, sound can also be used 
to delight. Like that lovely twinkling 
bell sound when you tick off a to-do 
item in Wunderlist.
SURFACE 
DELIGHT 
These examples are what we 
call ‘Surface’ delight. 
They are often very obvious 
and visceral.
Surface delight can be very 
effective. 
But the problem with these 
types of delight is that they 
fade over time. 
DELIGHT FADES
DEEP 
DELIGHT 
So we were interested in 
exploring if there was a deeper 
level of delight, beyond this 
‘Surface’ level. 
So we explored a little further…
INVISIBILITY 
“IT JUST WORKS” 
A delightful user experience is 
often about Invisibility. Getting out 
of the user’s way. 
Or something that “Just Works”.
FLOW 
Deeper delight is also about getting 
users into a state of ‘flow’; that 
feeling of being completely 
absorbed in what you are doing, 
where nothing else seems to matter. 
MIHALY CSIKSZENTMIHALY - FLOW
iA Writer is a super simple 
writing app, and a great 
example of a product that 
gets you into a flow state.
PAIN POINT DELIGHT 
GILES COLBORNE - CX PARTNERS 
Pain points in an experience that are 
resolved effortlessly can actually 
become moments of delight. 
! 
This is something that Giles Colborne 
has spoken about.
VISCERAL 
Don Norman talks about a 
“reflective layer” of a design - 
Which isn’t about the product at 
all, but more what the product 
evokes in the user. 
ENGAGEMENT AND DELIGHT 
! 
BEHAVIOURAL 
HOW THE THING PERFORMS 
! 
REFLECTIVE 
WHAT THE THING EVOKES IN THE USER 
DON NORMAN
PLEASURE 
SURFACE DELIGHT 
! 
FLOW 
REMOVE THE UNNECESSARY 
! 
MEANING 
INTEGRITY & AUTHENTICITY 
Dana Chisnell describes a third 
level of delight - “Meaning”. 
! 
This is where a deeper level of 
delight is felt through an 
organisation having values that 
align with the user’s. 
DANA CHISNELL
SAMUEL HULICK - USERONBOARD.COM 
We realised that Deep Delight 
delight isn’t about your 
product at all, it’s actually 
about your user.
VS 
But let’s not confuse true delight with 
gamification. 
! 
Delight isn’t about ‘badges’. It’s about 
helping users improve their skills, their 
health, and their lives … 
IT’S NOT GAMIFICATION
KATHY SIERRA - THE KICK ASS CURVE 
…It’s about helping users “Kick 
Ass”, as Kathy Sierra put it. 
! 
So we need to help our users get 
from “suck” to “awesome” as 
quickly as possible.
GETTING TO DEEPER DELIGHT 
• How do we get out of a users’ way? And into 
Flow? 
• How de we over-deliver at the pain-points 
• How does our product align with their values? 
• How dow we help them “Kick Ass”? 
So deeper delight is about 
understanding our users. 
! 
It’s about knowing who they are, 
what’s important to them, and 
what progress looks like in their 
life, not just on their screen.
SURFACE 
DELIGHT 
DEEP 
DELIGHT 
Delight isn’t just a simple, single, 
one-dimensional thing. 
It’s much more complex an 
operates across multiple levels.
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
DELIGHT IS AS MUCH ART 
AND ‘FEEL’ AS IT IS 
LEARNED SCIENCE 
Delight is part science (where our UX skills 
come in) and part art. 
The art is about knowing when to apply just 
the right amount of delight, and at what level.
A great example of an organisation 
has really nailed it is Simple bank. 
! 
They manage to delight customers on 
multiple levels.
SURFACE 
On the surface, their UI is 
gorgeous and their microcopy 
is lovely and fun.
DEEP 
But at a deeper level, they 
understand what people really 
want from a bank.
They create Meaning, and a 
deeper level of delight, by 
disrupting the ‘fees and charges’ 
model of most other banks.
THANKS 
BEN TOLLADY 
@tollady 
BEN ROWE 
@benhyphenrowe

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Can you wireframe 'Delightful'?

  • 1. CAN YOU WIREFRAME DELIGHTFUL? Delight is that word we use to describe those pleasurable moments in digital and offline products, that make an experience just that little bit more fun. BEN TOLLADY @tollady BEN ROWE @benhyphenrowe
  • 2. DES TRAYNOR Our inspiration for this talk came from this article : Some things can’t be wireframed http://insideintercom.io/things-cant-wireframed/
  • 3. An example of delight that the author mentions is Squarespace, which makes great use of beautiful imagery and typography …
  • 4. …but if we were to wireframe this page? It doesn’t convey the same feeling of delight at all.
  • 5. Another example the article mentions is the Keezy app. ! Keezy may never have been as delightful if it had been “wireframed”.
  • 6. 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. The article concludes by saying that designing for delight is difficult, risky and messy, and that there is no real trick to it. ! Which left us asking more questions.
  • 7. So we wanted to take this opportunity to investigate further… ! Is there actually a formula to adding delight to the things that we’re creating? DESIGNING DELIGHT
  • 8. WHY SHOULD But first things first - Why WE CARE? should we even care about Delight? ! Isn’t it just a meaningless buzzword anyway?
  • 9. ACQUISITION • Great First Impression • Memorable / Sharable ! RETENTION • Happy Users = Loyal Users Well, maybe. ! But Delight is what makes your users fall in love with your product. There are clearly benefits to offering a delightful experience.
  • 10. Of course - delight isn’t the be all and end all. ! As Aarron Walter has said, our products need to Functional, Reliable, and Usable first. AARRON WALTER - DESIGNING FOR EMOTION
  • 11. MINIMUM VIABLE DELIGHTFUL PRODUCT That said, Delight isn’t something that you can just tack on. We need to be creating minimum delightful products, that bake in Delight from day one.
  • 12. Let’s have a look at some examples of delight. ! A beautifully designed interface, like AirBnB, is a common and obvious way. BEAUTIFUL UI
  • 13. Microcopy helps break down any barriers that might exist between human and computer, reminding users that there are real people behind a product. MICROCOPY
  • 14. ANIMATION https://www.campaignmonitor.com/monitor/ Captivating animations like those used to create parallax scrolling effects is another common way to add delight. ! Campaign Monitor’s mobile app website does a great job of this.
  • 15. We mentioned Keezy before - it’s a wonderful example of how tactile transitions and interactions can make something delightful. TRANSITIONS & INTERACTIONS
  • 16. SOUND Done well, sound can also be used to delight. Like that lovely twinkling bell sound when you tick off a to-do item in Wunderlist.
  • 17. SURFACE DELIGHT These examples are what we call ‘Surface’ delight. They are often very obvious and visceral.
  • 18. Surface delight can be very effective. But the problem with these types of delight is that they fade over time. DELIGHT FADES
  • 19. DEEP DELIGHT So we were interested in exploring if there was a deeper level of delight, beyond this ‘Surface’ level. So we explored a little further…
  • 20. INVISIBILITY “IT JUST WORKS” A delightful user experience is often about Invisibility. Getting out of the user’s way. Or something that “Just Works”.
  • 21. FLOW Deeper delight is also about getting users into a state of ‘flow’; that feeling of being completely absorbed in what you are doing, where nothing else seems to matter. MIHALY CSIKSZENTMIHALY - FLOW
  • 22. iA Writer is a super simple writing app, and a great example of a product that gets you into a flow state.
  • 23. PAIN POINT DELIGHT GILES COLBORNE - CX PARTNERS Pain points in an experience that are resolved effortlessly can actually become moments of delight. ! This is something that Giles Colborne has spoken about.
  • 24. VISCERAL Don Norman talks about a “reflective layer” of a design - Which isn’t about the product at all, but more what the product evokes in the user. ENGAGEMENT AND DELIGHT ! BEHAVIOURAL HOW THE THING PERFORMS ! REFLECTIVE WHAT THE THING EVOKES IN THE USER DON NORMAN
  • 25. PLEASURE SURFACE DELIGHT ! FLOW REMOVE THE UNNECESSARY ! MEANING INTEGRITY & AUTHENTICITY Dana Chisnell describes a third level of delight - “Meaning”. ! This is where a deeper level of delight is felt through an organisation having values that align with the user’s. DANA CHISNELL
  • 26. SAMUEL HULICK - USERONBOARD.COM We realised that Deep Delight delight isn’t about your product at all, it’s actually about your user.
  • 27. VS But let’s not confuse true delight with gamification. ! Delight isn’t about ‘badges’. It’s about helping users improve their skills, their health, and their lives … IT’S NOT GAMIFICATION
  • 28. KATHY SIERRA - THE KICK ASS CURVE …It’s about helping users “Kick Ass”, as Kathy Sierra put it. ! So we need to help our users get from “suck” to “awesome” as quickly as possible.
  • 29. GETTING TO DEEPER DELIGHT • How do we get out of a users’ way? And into Flow? • How de we over-deliver at the pain-points • How does our product align with their values? • How dow we help them “Kick Ass”? So deeper delight is about understanding our users. ! It’s about knowing who they are, what’s important to them, and what progress looks like in their life, not just on their screen.
  • 30. SURFACE DELIGHT DEEP DELIGHT Delight isn’t just a simple, single, one-dimensional thing. It’s much more complex an operates across multiple levels.
  • 31. SURFACE DELIGHT DEEP DELIGHT is visceral is often invisible
  • 32. SURFACE DELIGHT DEEP DELIGHT is novel has a higher purpose
  • 33. SURFACE DELIGHT DEEP DELIGHT is fleeting is ongoing
  • 34. SURFACE DELIGHT DEEP DELIGHT is the first date is the relationship
  • 35. SURFACE DELIGHT DEEP DELIGHT is product focussed is user focussed
  • 36. DELIGHT IS AS MUCH ART AND ‘FEEL’ AS IT IS LEARNED SCIENCE Delight is part science (where our UX skills come in) and part art. The art is about knowing when to apply just the right amount of delight, and at what level.
  • 37. A great example of an organisation has really nailed it is Simple bank. ! They manage to delight customers on multiple levels.
  • 38. SURFACE On the surface, their UI is gorgeous and their microcopy is lovely and fun.
  • 39. DEEP But at a deeper level, they understand what people really want from a bank.
  • 40. They create Meaning, and a deeper level of delight, by disrupting the ‘fees and charges’ model of most other banks.
  • 41. THANKS BEN TOLLADY @tollady BEN ROWE @benhyphenrowe