DESIGNING FOR DELIGHT One of the most effective ways to transform good design work to head turning creative is by delighting your audience. There are many ways to create delight. The work can include an element of surprise, a moment of interactivity, a novel animation, or a personalized experience. The key to delighting the user is to tap into their emotions. The aim is to add a level of detail that not only catches their attention, it infuses the experience with a moment of joy, or laughter, maybe sometimes just a momentary smile. While creating delight is often fun in and of itself, one can imagine the increase in brand affinity it creates. Some estimates claim that each of us is subjected to 5,000 marketing messages per day. In the midst of that, wouldn’t we all like a little splash of fun? It’s one of those things that transforms an app, a website, a digital experience from good, but forgettable, to exceptional and memorable. In this lecture Professor Duimstra will cover: • Examples of elements of delight from Disney, Red Bull, Oakley, Yelp, Peek, and many other sites, apps and digital experiences. • Incorporating delight from user experience documentation through design and development • Prototyping for delight using tools like Invision • The ROI of delight • Brand affinity through emotion design