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Designing for delight
Giles Colborne
cxpartners


    @gilescolborne
                        http://www.flickr.com/photos/waldenpond/3019558999/
This story begins
when a client asked
me a question.




                      How can we
                      delight our
                      customers?

                                    One way to answer
                                    it is to see what
                                    other designers
                                    think is delightful
                                    and look for
                                    common themes.

   @gilescolborne
One expert says
this is a ‘Delightful
design’ because it
uses a surprising
navigation method.




    @gilescolborne
Click on a link and
The page doesn’t
turn, it scrolls
down, along that
‘road’ to the
content. Cute.




    @gilescolborne
Another says This
                 photography site is
                 ‘Delightful’ because
                 there’s a hidden
                 user interface
                 trick - click the
                 cursor keys on
                 your computer to
                 Flick througH the
                 slides quickly.




@gilescolborne
This online bank is
                 ‘Delighting’ their
                 customers by
                 asking them to
                 share restaurant
                 recommendations
                 with each other.




@gilescolborne
This went round
 our office like
wildfire: if Google
Chrome thinks a
security certificate
is dodgy then it
displays a skull
and crossbones
instead of a
padlock.

                       For experts,
                       delight is about
                       novel approaches,
                       attention to
                       detail, associating
                       yourself with
                       delightful others,
                       humor.

   @gilescolborne
What strikes me,
                 though, is that these
                 examples are
                 interesting, but
                 they’re not
                 delightful.
                 One guy in our office
                 showed the skull and
                 crossbones thing to
                 his wife. Her
                 response was ‘so
                 what?’.
@gilescolborne
52
                                     WEEKS
                                     of   UX                    By the way, this is
                                                                an excellent blog.




      “   It’s hard to prove the ROI on some small moment
          of delight in a design that requires a little extra
          time and attention (although I do believe that you
          will see a negative ROI when it doesn’t happen).
                                Even the best designers get
                                rather Evasive when they’re
                                                                ”
                                asked to justify this stuff.

                               i want stronger examples that
                               are less subjective. And i want
                               to be sure i can deliver ROI.
@gilescolborne
When did
                 a product or
                                So i started
                   service      collecting stories
                                (about 30 of them)
                   delight
                                from people about
                    You?        experiences that
                                they’d found
                                delightful. What
                                they told me was
                                completely
                                different to the
                                experts’ view.
@gilescolborne
My hairdresser
                 told me about the
                 time he’d booked a
                 flight on easyjet.
                 As he pressed ‘buy’,
                 the website had
                 hung and he’d
                 ended up with two
                 tickets instead of
                 one.

@gilescolborne
                  http://www.flickr.com/photos/irishflyguy/2425063737/
He was furious. He
                 rang easyjet ready
                 for a fight. Before
                 he’d finished
                 explaining, The lady
                 said ‘no problem -
                 one of those
                 tickets cost more
                 than the other. i’ll
                 refund the more
                 expensive one.’

@gilescolborne
                  http://www.flickr.com/photos/irishflyguy/2425063737/
He said ‘my jaw
                 dropped. i told her:
                 that’s the best
                 customer service
                 i’ve ever had’. He
                 was delighted.

                 This story doesn’t
                 sound at all like
                 the ‘cute details’
                 the designers
                 spoke about.
@gilescolborne
                  http://www.flickr.com/photos/irishflyguy/2425063737/
A friend told me
                  about his o2
                  broadband. When
                  his new modem
                  arrived, he expected
                  to find a piece of
                  paper in the box
                  with inscrutable
                 technical settings
                 to enter. instead,
                 O2 had already set
                 up the modem. He
                 just had to plug it
                 in and it worked.
                 Delight!

@gilescolborne
There’s always an
                 Apple story, right?
                 One person told me
                 about the first
                 time they’d dropped
                 their iPod and the
                 headphones came
                 unplugged. The iPod
                 paused itself so
                 they didn’t lose
                 their place in the
                 podcast. Delight!
@gilescolborne
These stories
                            follow a common
                            pattern.




                   resolved
anxiety                                           delight
                  effortlessly


 @gilescolborne                         http://www.flickr.com/photos/demir/98060727/
                                 http://www.flickr.com/photos/tylerdurden/529028040/
They’re nothing like
                             the examples the
                   resolved  experts chose.
anxiety                              delight
                  effortlessly when people tell
                             And
                             me these stories,
                             their eyes light up -
                             they’re enthusiastic. i
                             see real delight.
 @gilescolborne                         http://www.flickr.com/photos/demir/98060727/
                                 http://www.flickr.com/photos/tylerdurden/529028040/
Problems, and anxiety
                   resolved  are inevitable.
anxiety                               delight
                  effortlessly these stories are
                             But
                             about companies that
                             were ready for the
                             problems and saved
                             their customers.
 @gilescolborne                         http://www.flickr.com/photos/demir/98060727/
                                 http://www.flickr.com/photos/tylerdurden/529028040/
a friend told me
about his first time
using Nike Plus. as his
run ended, there was
a count-down
(anxiety!) and then,
surprise - paula
RadcliffE’s voice on
his ipod
congratulating him.
Nike seem to be
playing with that
moment of anxiety.




   @gilescolborne
if you’re creating
 experiences, it’s not
 always about
 eliminating negative
 emotions. Sometimes
 it’s about using them.




enhanced            ending
                                                  delight
 anxiety          surprisingly


 @gilescolborne                         http://www.flickr.com/photos/demir/98060727/
                                 http://www.flickr.com/photos/tylerdurden/529028040/
This is interesting if
 you’re delivering a
 leisure experience like
 Nike Plus - but i’m
 not advocating that
 an online bank plays
 with people in this
 way!




enhanced            ending
                                                  delight
 anxiety          surprisingly


 @gilescolborne                         http://www.flickr.com/photos/demir/98060727/
                                 http://www.flickr.com/photos/tylerdurden/529028040/
Anxiety can be
remembered, rather
than present.
Another friend (hi,
Doug!) told me about
this. it’s for feeding
your toddler when
you’re away from
home. Put the messy
food in the bulb at
the end, squeeze a bit
onto the spoon and
pop it in the baby’s
mouth.
A clever, easier
solution.



   @gilescolborne
remembered         resolved
                                                   delight
  anxiety           cleverly


  @gilescolborne               http://www.flickr.com/photos/8748128@N02/4459960663/
                                   http://www.flickr.com/photos/biblicone/3645323788/
Another class of
 story sees users
 delighted because
they’re getting a
better outcome than
the herd.
For instance, a
traveller had her
flight cancelled.
instead of taking the
long route home
offered to her, she
flew to another
airport and used her
rail pass from there,
getting home well
ahead of the other
unlucky passengers.


   @gilescolborne
in this class of story,
                         it’s
the users’ choices that
                          cause
delight. But there’s a ha
                          lo
effect for the company
involved. They may not
                         be
aware of it, though!




                     choices mean
  anxiety            superior result                delight
                     to your peers

    @gilescolborne
                                   http://www.flickr.com/photos/happykatie/2459583180/
Stories about ‘extras’
are interesting.
One person told me
about a time when he
tried to buy beer and
a pie in the pub. He
didn’t have enough
money so he just got
a beer!.
A few minutes later
the barman brought
him a pie. ‘Someone
left without picking
up their order - and i
remembered you
wanted one,’ he said.




   @gilescolborne
Several people told me similar
stories about ‘extras’. The
extras were always relevant,
and delivered with a personal
touch.




problem             relevant extras                  delight


                                       http://www.flickr.com/photos/gregpc/2719468143/

   @gilescolborne                http://www.flickr.com/photos/8748128@N02/4459960663/
                                     http://www.flickr.com/photos/biblicone/3645323788/
All but one of the
                 stories i gathered
                 followed the basic
                 ‘problem, resolution,
                 delight’ pattern.

                 Why are they so
                 different from
                 Experts’ consensus
                 on delight?

                 in ‘emotional design’,
                 donald norman gives
                 a simple framework
                 that’s helpful here.

@gilescolborne
You can think of the
                 brain as three
                 ‘layers’. The visceral
                 brain of sensations
                 and reflexes. The
                 behavioral brain of
                 doing things and
                 feeling emotions. and
                 the reflective brain
                 of higher thought.




@gilescolborne
Designs please us on
                              each of these levels.

                 reflective     An oxo potato peeler
                               is pleasing because it
                               feels nice in the hand.
                              A Jaguar’s seat
                              adjuster is pleasing
                 behavioral   because it’s laid out
                              like a seat - so you
                              feel in control. and a
                              ‘binary’ wrist watch
                              is pleasing (my
                  visceral    programer friends
                              tell me) because it
                              has a witty approach
                              to numbers.


@gilescolborne
reflective


                 behavioral


                  visceral


@gilescolborne
The Experts were
                             sharing examples of
                             delight that work on
                             the reflective level.
                 reflective   aficionados liked the
                             examples, but other
                             people didn’t always
                             get them.

             behavioral      other People share
                             examples that work
                             on the behavioral
                             level. These stories
                             are about problems
                 visceral    solved. They have
                             VALUE. if people start
                             talking about your
                             company or product
                             that’s worth
                             something!
@gilescolborne
not                          important

      “   It’s hard to prove the ROI on some small moment
          of delight in a design that requires a little extra
          time and attention (although I do believe that you
          will see a negative ROI when it doesn’t happen).
                                                                ”
                                                     This type of
                                                     delight has real
                                                     value that’s easily
                                                     proven.


@gilescolborne
Discussion forums
                 and online ratings
                 systems like DooYoo
                 or Trip advisor are an
                 easy place to find
                 out if you’re
                 delivering this kind of
                 delight.




@gilescolborne
I would recommend (9-10):               63%     -


I would not recommend (0-6):             18%


  Net promoter score:                   45%
                   many companies use net
                   promoter score to measure
                   whether they’re getting word of
                   mouth recommendations from
                   delighted customers.
  @gilescolborne
anxiety seems
to be a useful
indicator of
potential for
delight.

                     resolved
                    effortlessly
anxiety             surprisingly             delight
                      cleverly
                     superior
 i wonder Whether people always need to experience
 anxiety before they can experience delight, or whether
 the heightened emotions in these stories led people
 to remember them more vividly. Either way, what
 matters to service designers is that these stories are
 remembered and shared.
    @gilescolborne
beauty and sensation do matter
                 - i buy lots of things because
                 they’re beautiful or they feel
                 good. But they don’t get talked
                 about in the same way. This kind
                 of delight is harder to sell
                 (except to aficionados - who’ll
                 pay generously for it).
                 Behavioral delight sells itself
                 through word of mouth.
@gilescolborne
when my company
                 redesigns a product,
                 we begin by looking
                 for those moments
                 of anxiety (the red
                 triangles on this
                 chart). They’re
                 opportunities to
                 change the user
                 experience and
                 delight customers.




@gilescolborne
One last point. Yahoo’s
mantra of ‘wow, delight,
love’ reminds us that
delight fades over time. you
need to keep upping your
game.




wow               delight      love   like




 @gilescolborne
Designing for delight

• Look for points of anxiety - experienced or remembered
• If appropriate (e.g. games), enhance that feeling
• Pick one to fix now
• Fix it completely
• If possible, find solutions that are
  effortless, personal, clever, superior
• Measure ROI through word of mouth:
  net promoter score, online chatter, surveys
• Remember that delight fades away - don’t get cocky!




    @gilescolborne
Follow those
                 simple steps
                 and i guarantee,
                 you’ll keep your
                 users delighted.


@gilescolborne
giles.colborne@cxpartners.co.uk


                       @gilescolborne




           follow cxpartners on Slideshare.net
@gilescolborne

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Designing for delight (Giles Colborne)

  • 1. Designing for delight Giles Colborne cxpartners @gilescolborne http://www.flickr.com/photos/waldenpond/3019558999/
  • 2. This story begins when a client asked me a question. How can we delight our customers? One way to answer it is to see what other designers think is delightful and look for common themes. @gilescolborne
  • 3. One expert says this is a ‘Delightful design’ because it uses a surprising navigation method. @gilescolborne
  • 4. Click on a link and The page doesn’t turn, it scrolls down, along that ‘road’ to the content. Cute. @gilescolborne
  • 5. Another says This photography site is ‘Delightful’ because there’s a hidden user interface trick - click the cursor keys on your computer to Flick througH the slides quickly. @gilescolborne
  • 6. This online bank is ‘Delighting’ their customers by asking them to share restaurant recommendations with each other. @gilescolborne
  • 7. This went round our office like wildfire: if Google Chrome thinks a security certificate is dodgy then it displays a skull and crossbones instead of a padlock. For experts, delight is about novel approaches, attention to detail, associating yourself with delightful others, humor. @gilescolborne
  • 8. What strikes me, though, is that these examples are interesting, but they’re not delightful. One guy in our office showed the skull and crossbones thing to his wife. Her response was ‘so what?’. @gilescolborne
  • 9. 52 WEEKS of UX By the way, this is an excellent blog. “ It’s hard to prove the ROI on some small moment of delight in a design that requires a little extra time and attention (although I do believe that you will see a negative ROI when it doesn’t happen). Even the best designers get rather Evasive when they’re ” asked to justify this stuff. i want stronger examples that are less subjective. And i want to be sure i can deliver ROI. @gilescolborne
  • 10. When did a product or So i started service collecting stories (about 30 of them) delight from people about You? experiences that they’d found delightful. What they told me was completely different to the experts’ view. @gilescolborne
  • 11. My hairdresser told me about the time he’d booked a flight on easyjet. As he pressed ‘buy’, the website had hung and he’d ended up with two tickets instead of one. @gilescolborne http://www.flickr.com/photos/irishflyguy/2425063737/
  • 12. He was furious. He rang easyjet ready for a fight. Before he’d finished explaining, The lady said ‘no problem - one of those tickets cost more than the other. i’ll refund the more expensive one.’ @gilescolborne http://www.flickr.com/photos/irishflyguy/2425063737/
  • 13. He said ‘my jaw dropped. i told her: that’s the best customer service i’ve ever had’. He was delighted. This story doesn’t sound at all like the ‘cute details’ the designers spoke about. @gilescolborne http://www.flickr.com/photos/irishflyguy/2425063737/
  • 14. A friend told me about his o2 broadband. When his new modem arrived, he expected to find a piece of paper in the box with inscrutable technical settings to enter. instead, O2 had already set up the modem. He just had to plug it in and it worked. Delight! @gilescolborne
  • 15. There’s always an Apple story, right? One person told me about the first time they’d dropped their iPod and the headphones came unplugged. The iPod paused itself so they didn’t lose their place in the podcast. Delight! @gilescolborne
  • 16. These stories follow a common pattern. resolved anxiety delight effortlessly @gilescolborne http://www.flickr.com/photos/demir/98060727/ http://www.flickr.com/photos/tylerdurden/529028040/
  • 17. They’re nothing like the examples the resolved experts chose. anxiety delight effortlessly when people tell And me these stories, their eyes light up - they’re enthusiastic. i see real delight. @gilescolborne http://www.flickr.com/photos/demir/98060727/ http://www.flickr.com/photos/tylerdurden/529028040/
  • 18. Problems, and anxiety resolved are inevitable. anxiety delight effortlessly these stories are But about companies that were ready for the problems and saved their customers. @gilescolborne http://www.flickr.com/photos/demir/98060727/ http://www.flickr.com/photos/tylerdurden/529028040/
  • 19. a friend told me about his first time using Nike Plus. as his run ended, there was a count-down (anxiety!) and then, surprise - paula RadcliffE’s voice on his ipod congratulating him. Nike seem to be playing with that moment of anxiety. @gilescolborne
  • 20. if you’re creating experiences, it’s not always about eliminating negative emotions. Sometimes it’s about using them. enhanced ending delight anxiety surprisingly @gilescolborne http://www.flickr.com/photos/demir/98060727/ http://www.flickr.com/photos/tylerdurden/529028040/
  • 21. This is interesting if you’re delivering a leisure experience like Nike Plus - but i’m not advocating that an online bank plays with people in this way! enhanced ending delight anxiety surprisingly @gilescolborne http://www.flickr.com/photos/demir/98060727/ http://www.flickr.com/photos/tylerdurden/529028040/
  • 22. Anxiety can be remembered, rather than present. Another friend (hi, Doug!) told me about this. it’s for feeding your toddler when you’re away from home. Put the messy food in the bulb at the end, squeeze a bit onto the spoon and pop it in the baby’s mouth. A clever, easier solution. @gilescolborne
  • 23. remembered resolved delight anxiety cleverly @gilescolborne http://www.flickr.com/photos/8748128@N02/4459960663/ http://www.flickr.com/photos/biblicone/3645323788/
  • 24. Another class of story sees users delighted because they’re getting a better outcome than the herd. For instance, a traveller had her flight cancelled. instead of taking the long route home offered to her, she flew to another airport and used her rail pass from there, getting home well ahead of the other unlucky passengers. @gilescolborne
  • 25. in this class of story, it’s the users’ choices that cause delight. But there’s a ha lo effect for the company involved. They may not be aware of it, though! choices mean anxiety superior result delight to your peers @gilescolborne http://www.flickr.com/photos/happykatie/2459583180/
  • 26. Stories about ‘extras’ are interesting. One person told me about a time when he tried to buy beer and a pie in the pub. He didn’t have enough money so he just got a beer!. A few minutes later the barman brought him a pie. ‘Someone left without picking up their order - and i remembered you wanted one,’ he said. @gilescolborne
  • 27. Several people told me similar stories about ‘extras’. The extras were always relevant, and delivered with a personal touch. problem relevant extras delight http://www.flickr.com/photos/gregpc/2719468143/ @gilescolborne http://www.flickr.com/photos/8748128@N02/4459960663/ http://www.flickr.com/photos/biblicone/3645323788/
  • 28. All but one of the stories i gathered followed the basic ‘problem, resolution, delight’ pattern. Why are they so different from Experts’ consensus on delight? in ‘emotional design’, donald norman gives a simple framework that’s helpful here. @gilescolborne
  • 29. You can think of the brain as three ‘layers’. The visceral brain of sensations and reflexes. The behavioral brain of doing things and feeling emotions. and the reflective brain of higher thought. @gilescolborne
  • 30. Designs please us on each of these levels. reflective An oxo potato peeler is pleasing because it feels nice in the hand. A Jaguar’s seat adjuster is pleasing behavioral because it’s laid out like a seat - so you feel in control. and a ‘binary’ wrist watch is pleasing (my visceral programer friends tell me) because it has a witty approach to numbers. @gilescolborne
  • 31. reflective behavioral visceral @gilescolborne
  • 32. The Experts were sharing examples of delight that work on the reflective level. reflective aficionados liked the examples, but other people didn’t always get them. behavioral other People share examples that work on the behavioral level. These stories are about problems visceral solved. They have VALUE. if people start talking about your company or product that’s worth something! @gilescolborne
  • 33. not important “ It’s hard to prove the ROI on some small moment of delight in a design that requires a little extra time and attention (although I do believe that you will see a negative ROI when it doesn’t happen). ” This type of delight has real value that’s easily proven. @gilescolborne
  • 34. Discussion forums and online ratings systems like DooYoo or Trip advisor are an easy place to find out if you’re delivering this kind of delight. @gilescolborne
  • 35. I would recommend (9-10): 63% - I would not recommend (0-6): 18% Net promoter score: 45% many companies use net promoter score to measure whether they’re getting word of mouth recommendations from delighted customers. @gilescolborne
  • 36. anxiety seems to be a useful indicator of potential for delight. resolved effortlessly anxiety surprisingly delight cleverly superior i wonder Whether people always need to experience anxiety before they can experience delight, or whether the heightened emotions in these stories led people to remember them more vividly. Either way, what matters to service designers is that these stories are remembered and shared. @gilescolborne
  • 37. beauty and sensation do matter - i buy lots of things because they’re beautiful or they feel good. But they don’t get talked about in the same way. This kind of delight is harder to sell (except to aficionados - who’ll pay generously for it). Behavioral delight sells itself through word of mouth. @gilescolborne
  • 38. when my company redesigns a product, we begin by looking for those moments of anxiety (the red triangles on this chart). They’re opportunities to change the user experience and delight customers. @gilescolborne
  • 39. One last point. Yahoo’s mantra of ‘wow, delight, love’ reminds us that delight fades over time. you need to keep upping your game. wow delight love like @gilescolborne
  • 40. Designing for delight • Look for points of anxiety - experienced or remembered • If appropriate (e.g. games), enhance that feeling • Pick one to fix now • Fix it completely • If possible, find solutions that are effortless, personal, clever, superior • Measure ROI through word of mouth: net promoter score, online chatter, surveys • Remember that delight fades away - don’t get cocky! @gilescolborne
  • 41. Follow those simple steps and i guarantee, you’ll keep your users delighted. @gilescolborne
  • 42. giles.colborne@cxpartners.co.uk @gilescolborne follow cxpartners on Slideshare.net @gilescolborne