Principles followed to deliver design for delight

1. UX-INDIA 2014
CRAFTING
DESIGN
FOR DELIGHT

2. WHAT WAS THE LAST APP/PRODUCT
YOU USED THAT DELIGHTED YOU?

3. DID YOU REMEMBER ANY OF THESE PRODUCTS?

4. Why do we love some products
while not even remember other products?
We love awesome products...
...these not only deliver functionality
but also touch our hearts

5. Design for Delight (D4D)
Evoking positive
emotion by going
beyond customer
expectations in
delivering ease and
benefit
...so people buy more and tell
others about their experience
Image Source: thingsiheardintheoldport.blogspot.in

6. D4D

7. “Know your
customer better
than they know
themselves.”
Scott Cook
Founder of Intuit

8. DEEP CUSTOMER EMPATHY
TALKING TO CUSTOMERS

9. CLOSE ENDED
OPEN ENDED
• Did you like your high school? • What was your high school
experience like?
• Do you buy flight tickets online? • How do you go about booking
Usually starts with
Have, Is, Would, Did, Shall, Do
tickets for a flight?
Usually starts with
Why, What, How, Tell me more…
• Will you be coming to my house for
Christmas?
• What is your plan for Christmas?

10. HAVE A CASUAL CONVERSATION

11. GO WITH A SCRIPT IN YOUR HEAD
GO WITH A SCRIPT IN YOUR HEAD

12. CAPTURE EMOTIONS
Use emotion symbols
 Happy
 Sad
 Don’t care
! Workflow
[] Problem
~ Obstacle
CAPTURE EMOTIONS

13. OBSERVATION
OBSERVING CUSTOMERS
10/13/2014 14

14. Bills sorted in the order of negative impact!
This insight helped us delight customers
Bills due in
2 weeks
Passed
Due Date

15. HOW MANY PASSES?

16. CONFIDENTIAL 17
THE TEAM RECAP
Identifying the Real Pain Point
D4D and context of the customer
Talking to customers
Open ended vs Close ended questions
Have a casual conversation
Go with a Script in your head
Capture Emotion using symbols
Power of
Observations

17. UX-INDIA 2014
ACTIVITY

18. THANK YOU
GOT QUESTIONS?
sanjay_sen@intuit.com