Speaker notes for Karah Salaets's talk, 'Stop Trying to Make Delight Happen.' https://www.slideshare.net/secret/3cvnJcSi7cUGiG

1. Speaker Notes
Stop Trying to Make Delight Happen
A talk by Karah Salaets, first given on September 21, 2019 for Big Design in Dallas, TX.
Slide 1
No notes
Slide 2
Delighthasbecome one of those buzzwords.
By show of hands…
• Heard: Gooddesignshould delight.
• Asked:Howcan we delightourusers?
• Wondered:Doesthisdelightusers?
But usuallywhenpeople throwthistermaround,it doesn’thave a clear, consistentmeaning.
You can’t say, let’sdelightusers!Thenleave the roomwitheveryone thinkingthe same thing.
Andmy goal today is not to make you stop talking about delight
I wantus to reclaim thisword andrestore some of its formerglory.
Slide 3
So really,amore accurate title formytalk is…
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…Stop tryingto make delightjustanotherempty,meaninglessbuzzword
Slide 5
What ismy stake inthis?Delightingusersismyjob.
I’ma userexperience researcher,sometimescalledadesignresearcher.

2. AndI work fora UX teamwithCapgemini Invest,aconsultingcompany.
Thisis a verystaged photoof me conductinguserresearchinmy team’susabilitylabinPhiladelphia.
We bringinpeople whoare eitherreal orrepresentative users.
Sometimesthe clientsare watchingfromthe nextroom.
To evaluate existingdesignsorconceptstosee if they resonate withusers.
Do they understand?Can theygetwhat they need?
What’sworking, and what’s not working?
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Andthisis usuallywhere the worddelight entersthe conversation.
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Clientscome in,askinghowtodelightusers.
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ThenUX teamscome back at them,uhno. Delightisnotalwaysneededorappropriate.
Two different, conflictingschoolsofthought.
Andwe reach an impasse,and often don’tknow how to move on withoutone side sacrificing.
Eitherthey do what the clientasks and the designersthrow infrivolous,unnecessaryextrasthatthe
clientthinksisdelightful.
The designersfeelwasted.Ortheiradditionsactuallyhurtthe UX.
OR, the designteams forgetabout delightandcome upwithexcellentsolutions
that don’thitthe delightful,warmandfuzzyfeelingthatclientswant.
and the clientsfeel dismissedordissatisfied.
But thisimpasse reliesonthe same assumption,byboth parties, …
Slide 9
… that is that delightlookslike this.
Slide 10

3. Or this.
But thisisusinga very narrow definition of delight.
AndI argue that delightcanandshouldbe more than these things,
It isa complex idea,like satisfiedandcontented.
Openingdelightupto broader definitions will helpusmove pastthatimpasse.
Slide 11
Delightcouldactuallybe anyof these words.
Andthese are words that I hear fromusers.
They neversay, I wantto feel delighted.
Or, ‘Thiswas reallyhelpful andall,butIdon’tfeel delighted,’soyoureallymissedthe mark.
Delightis our word.
Thisis what users want– feelingsavvy,confident,empowered.
So mygoal todayis to helpus developa multi-dimensional definition of delight
insteadof relegatingittoanother UXbuzzword
that causesbothclientsanddesignersto leave frustrated.
Slide 12
I’mgoingto provide examples,organizedinto10traps that delight-chasersfall into.
For some examples,I’ll use pastprojects
for others,I’ll showexamplesIfoundonline andexperienceswhereI’mthe customer.
And as a note before Ijumpin,I tendtospeakfrom the perspectiveof aconsultant
whoworkswithclientsontheirproducts,
but thisadvice isrelevant
regardlessof whoisinthe conversationaboutdelight,
and regardlessof whatyouare designing.
Slide 13
I’ll startwiththe main thingI wantto flip,andthat is:

4. Trap 1: You use a narrow, fixeddefinitionof delight.
Thisis where peopleare limitedbythat innerring of delightdefinitions.Disneyworld. Dancinghamsters.
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One experience Ireally enjoyedisusingZocDocto manage medical appointments.
Making appointmentsandmanagingcanbe daunting.
Slide 15
There’sa reasonthere’sadultingstickersforhealthrelatedchores.
I adultedtoday!Imade a doctorsappointment!Itookmymeds!
It’sa chore we don’t enjoydoing.
How doI finda doctor whois accepting newpatients?
How will Iknowwhatmy insurance covers?
Do I have to use the phone?
Schedulingalwaystake months?
Andthenwhenyou’re inthere youhave to wait forever.
So ZocDoc knowswhat’sup.
Theyknewdelighthere wasn’tgoingto be excitementorjoy.I’m bookingadental appointment.
Theydefineddelightinthiscase (productive,proactive,relieved,incontrol,empowered)
and workedbackwards to make sure all pointsof the experience enabledthose feelings.
Slide 16
So here youaer onthe homepage.
Withoutbeingsignedin,youcanfill inthese 4fieldstostartexploringdoctors.
The first3 are easyenoughtofill out,youdidn’tevenhave togive yourname yet,and- ack, the first
stickingpoint,insurance carrier.
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But theybuildina waywhere youcan answerthat laterand keepmoving.

5. Slide 18
Again,withoutbeingsignedin,they’re givingyouinformation!Locations,contact,ratings,andyoucan
evensee availability.
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Sort bywaitingtime!
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Once you’re here bookingyourappnt,youfill inyourinfoandsubmit.
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You see thisloadingscreen,whichreassuresme thatmyrequestwentthrough.Mypart is through,Ican
justsit andwait…
Slide 22
ThenI get thisconfirmationscreen.
Thisuser flowis excellent.Itwaseasytounderstand,quicktomove through.
TheyknewwhatI’dbe concernedaboutandthey designeditout.
Slide 23
Trap 2: You onlyfocuson surface delight.
Thisis the delightpeople thinkof whentheyheardelightfuldesign.
Andit’snot hard to understandwhy.
Thisis the sexiesttype of delight.
Slide 24
I’ve recreatedagraphic andconceptfrom Aaron Walterin hisbook DesigningforEmotion.
Waltersdrewparallelstothisdelightpyramidand Maslow’shierarchyof needs.

6. Slide 25
Maslowtheoryisthat people are motivatedby basicneedsfirst,
the lowestlevelof the pyramid,(food,water,rest),
and are onlyable tomove up, progressingto higherlevel needs
once theysatisfythe levelbelow.
Eventuallyreachingthe veryelusive self-actualization.
Slide 26
Waltersarguesfor a similarapproach.Youhave to start from the bottom,satisfyingeachlevelbefore
movingupto the next.
Designmustfirstbe functional (serveapurpose)
Thenreliable (workasexpected,consistently)
usable (easytouse,intuitive)
then,withall these inplace,youcantackle pleasurable,orsurface delight.
Imagine a website thatlooksbeautiful,butdoesn’twork.
You’re not goingto sayit’sdelightful.
But youmight have a delightful experience onasite that functional,reliable anduseful, butlookslike
crap, …
Slide 27
…like Craiglist
So we have to make sure we’re buildingthatfoundation before we jumpahead,
or the resultwouldbe expensive ramifications,wastedtime andresources,
and a product thatdoesn’tmake as muchof an impact
as it couldhave if itwas done inthe proper sequence.
Slide 28

7. I’mgoingto use an example frommyfirstyearinUX.
My teamwastaskedwith redesigninganinternal ITsupportwebsite foralife sciencescompany.
Thisis the site where you’dorderanewcomputer,hookupyour mobile phone tothe BYODsystem,or
complainaboutan IT outage.
The issue was: nobodywasusingthe site.
Whentheyhad an IT need,theypickedupthe phone.
But phone callsare expensive,self service isfree.
So clientwasusto create a delightful experience
that encouragedemployeestouse the self-service features.
Slide 29
Thisis whatwe came up with,basedontheirexistinguserresearchandsome new researchof ourown.
We restructure the IA,
Reorganizedthe homepageto prioritize selfservice (SEARCH)
Andgive ita facelift.
The clientwasintentona homepage that made a splash,forthe unveiling,
So we testedabout10 differentcolorschemesbefore decidingonthistranquil blue.
Now,all of thislookedgreat,testedgreatwithusersand the clientlovedthe design.
But it didn’twork. Because we fell intotrap3.
We jumpedaheadtouseful andpleasurable butthey hadn’tsatisfiedreliable.
Slide 30
Searchis onlyas goodas the results,andtheir search wasn’t returningresults.
There wasno consistentcontentstrategy,metadata,taggingstructure.
WhenKA came back, theywere full of ROT: redundant,outdated,andtrivial.
We realizedwe jumpedahead- puttinganewface on the same underlyingissues.
We couldhave avoidedthistrapif we had askedthe rightquestions
and checkedinto make sure whatwe were askedto dowas what they reallyneededfirst.

8. Slide 31
Trap 3: You focuson the what,but not onthe why.
You knowthisishappeningwhenpeople throwoutideas
for whatcoulddelightcould looklike
before youtalkaboutwhat delightshouldachieve.
What delightsusers?Ohyouknow…
Slide 32
This,right?
But if these things,
inand of themselvesweredelightful,
then…
Slide 33
… thiswouldbe the most delightful websiteyou’veeverseen.
It’sdoingso much,all at once.
That doesn’tmeanthose things(animations,sound,movement) are bad,
theyjustneedtobe tiedto a purpose and usedinthe right way at the right time.
Slide 34
I’mgoingto use duolingo asmy nextexample.
Duolingodoesalotof the thingsthat lingscarsisdoing,
but there’saclear why attached to the what.
Andthisis an app thatmost people now wouldcall delightful,
evenif theyaren’t dissectingthe wordlike we are.
So let’sunpackit a bit to figure out why it’sworking.
Slide 35
Duolingohelpspeoplelearnalanguage.

9. Two things people hate aboutlearninglanguages:
it’shard, and itsrequiresalot of time andconstant practice.
The catchy graphicslowerthe intimidationfactor.It doesn’tfeel like you’relearning,andit’s
approachable.
The gamificationelementchunkslessonsinto bite sizedpieces,soyoualwaysfeel like you’re
progressing.
Andyou feel rewardedforlearning,andyouwantto come back to continue your streak.
The happy soundsgive you positive reinforcementforlearning.
Together,all of these thingstogethermake the time pass fasterand make learningeasy.
Whendesigningduolingo,theydidn’tsay- let’saddanimations,just because.
Theysaid- howdo we make people come back?Animationscanhelpusachieve thatgoal.
So,like duolingohere,we shouldalwaysbe asking- howdoesthiscontribute the ux we want.
If we can’tdraw a connection,thenit’sprobably unnecessary.
Slide 36
Trap 4: You neverask userswhattheythink.
Thisis a bigone for me,of course,
because asuser researcherit’smyjobto ask userswhattheythink
and make sure theirneedsare takenintoconsideration.
Don’t assuming youknowwhat will delightusers. Askthem.
I’mgoingto use an example frommyworkinthe lab.
Slide 37
For thisproject,we were testingnewideaswithreal userstosee whattheythought.
Thisclientbakedresearch into theirdesignprocess
and thisis a greatexample of how includingusersinthe delightconversationcan pay off.
The projectwas a redesignfora customer-facingcreditcardwebsite.
The pageswere for comparing2 differentcreditcardsinthe same card family.
Like,youknowyouwant the Karah card, and there isKarahSilverandKarah Gold.

10. Theywantedto see whatSilvergives,whatGoldgives,thenfigureoutwhichonesisbestforthem.
The designteamhad some ideasforlayoutchanges,navchanges,and some new interactive elements.
Theywantedto see what usersfound valuable.
Here,we were testingthe control (or the existinglive site) andthe newconcepts.
Nothingwasbuiltyet,these were clickableprototypes.
Slide 38
One of the screenslookedlike this.
The newinteractive elementtheywantedtotestonthisdesignwasthisteardropat the top.
Whenyou landedon thispage,the teardropwashere,inthe center,nomenuswere poppedup.Itwas
justsittingquietlywaitingforpeople tocome play.
Thenwhenyoudraggedthe teardropfrom side toside overthese menus,itflashedupmore
information.
There’snonav here,youcan’tclick anything,it’sjustadditional informationtellingyouhow much
cashback youcouldearn if youuse the cards inthese certainways.
The clientwantedtolearn- isthisworth adding? Didthiscreate a delightful,worthwhile experience?
Can youguesswhathappened?
Slide 39
Nobodynoticedthisteardrop.Theycame tothe page,and immediately jumpedtothe cards. Because
theycame here to compare the cards.
Next,we promptedthem– didyou notice thisteardrop?Whatdo youthinkit does?
Evenstill,nobodyunderstoodwhatitwoulddoandtheydidn’tnotice the instructions,righthere,that
were tellingthemhowtoplay
Whenwe askedthemto move itaround,theyresponseswere,fine.Oh,itmoves! Cool.Ijustthoughtit
was a decoration.
Didit leave an impression?No.Diditdelightthe users?No.
Didit helpthem achieve theirgoal, to compare cards?
No.It was unnecessary.
The importantpart of showingthisexample isthatthe client learnedaboutthisearly in the process.
Theydidn’tgolive withitand hope thatuserslovedit.

11. That wouldhave beenan expensive waste oftime
and developmentresourcesforsomethingwith noimpact.
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Trap 5: You ask, Who isthe user?, not, How isthe user?
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Whenwe thinkaboutusers,we often start here:withuserpersonas.
Theyusuallyhiton demographicinfo(JudyfromJersey,44 yearsold),
oftenkey behaviorsor attitudes(she’satechnophile!),
and usually tasksor needs.
Andthiskindof information canbe helpful,
But goodpersonasalsoreach that deeper,human level.
What isJudy afraid of?
How isshe feelingwhenshe comesintocontactwithyoursite?
How doesshe feel about you?
Thisinformationispowerful.
Harnessingitandlettingit shape the designand userflow
can make for a verydelightfulux.
Slide 42
AndTT by Intuitnailsit.And nobodythinks offilingyour tax return as a delightful experience.
Maybe exceptfor me because I LOVETT, and I love seeingwhatnew thingstheycome upwithevery
year.
TT knowshowthe usermightbe feelingwhentheyenter,
Andtheyknowit will an impact on theirexperience.
They can’t control these feelings,buttheycan designwiththem in mind.
Andthere are a lotof unpleasantfeelings associatedwith taxes!Peopleare afraidof taxes.There isan
adultingstickerforit!

12. They’re intimidatedbyall the formsandcalculations
Theyare worriedabout messingupand not gettingthe moneytheydeserve
Or, worse,theyare worriedaboutmessingupandgetting audited.
Slide 43
Whenyoufile yourtaxes,thisisone of the firstscreensyousee.
You got yourgreenguys- readyto go.
Your yellowguys,kindaokaybutmaybe alittle unsure.
Andyour purple guys,whojust,don’twantto be here.
The firsttime I saw this,Iwas so intrigued.
Theyhave 3 distinctpersonas here,butthere isno regardfor how old someone is,how much money
theymake
or evenwhichtypesof tax-relatedtaskstheyare here to complete.
It’scompletelysegmentedbyhowthe useris feeling.
Nowhere’sthe beautypart.Thisis notjusta one time checkin for fun,
The user flowcompletelychanges fromthispointon basedonwhat youselected.:O
If you’re purple guy,theyknowyoumay be more nervousoranxious,andyouget more supports
throughoutthe flow.
If you’re a greenguy,theyare like,great,happytohave you,then they getout of your way and letyou
have at it.
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Trap 6: You thinkonlyof delightingforthe happy path.
The happy pathis whenthe perfect,ideal usercomesthroughyoursite,
doeseverythingright,in the exactorder that you’d planned,
findsuccessandthenleave feelingdelighted.Notripups.
A nice dream,and thiswill happensometimes,
but it’sveryunrealistictoplanfor thisand onlythis.
We’re designingforreal people.We are flawed!
We have bad memories,we procrastinate,we are impatient,we get superdistractible,

13. we can’t follow directions,andwe definitelydon’treadthe fine print.
If there’sa waywe can messup,we will.
You wantto delightyourusers?These are your opportunities!
You have the chance to support your usersin these pointsof frustrationorerrors,
thengettingthem back to the happy path, so theycan still reach success.That’sdelightful.
Slide 45
I’mgoingto use an example frommypersonal life.
I recentlyrefinancedmystudentloansandwasextremelyimpressedbytheirux.
Thisis somethingIputoff for literallyyears.
I wouldgetmail about refinancingand
throwthemaway as fastas I could,like theywere a howleron HP.
But thisyearI have been adultingall overthe place,soI decideditwastime.
I jumpedonto SOFI to consolidate 3separate studentloansinto1.
Slide 46
I got to the pointwhere Iwas uploadingmy documents,
I had to downloaddocumentsfrommy3 existingloancompanies
and uploadthemhere so SOFIwouldknow how muchI had lefttopay off,currentrates,and all that.
I go in,and navigate the shittywebsites,downloadsome forms,uploadthemtoSOFI,
I’min the groove,Ifeel productive as hell,thenboom, logout.Do I getmy stickeryet?
Not so fast. A dayor twolaterI get a notificationfromSOFI
that the documentIuploadedfromNavient wasn’taccepted.Iuploadedthe wrongform.
Andthere itwas, I was off the happy path.
So I knowthisisa small thing.I’magrown up,
but thiswasenoughforme to wantto throw up my hands andgive up.
My motivationto continue wasonthe floor.Iwas feelingsoproductive!
ThenwhenI realizedI wasn’tdone,it washarder to start upagain thenitwas to start inthe firstplace.
So I didlogback on, butnot withanyreal drive tofinishup.Andthere Isaw,the most beautiful thing.

14. Rightnextto the message thatsaid‘Your formwas notaccepted,’
there wasa linkpromisingtoshowme where tofindthiselusive document.
I openedthe linkanditshowedme these beautiful screenshots of the Navientsite.
Step by step.Where to click,howto downloadit.Itlookedtoogoodto be true.
So I wentontoNavient,Ididn’tneedtobumble around.
Everythingtheyshowedwasme wastrue. I followedthe instructions,download,upload,BOOM.
It was. So fetch. SOFIknewme.Theyknew thatwasthe momentwhere Iwasgoingto drop off.
It didn’tmatterthat I wasa grown ass adult, theyknew thatI couldgetstuck there,
and they builtan interventionintohelpme getback on track.
Slide 47
Trap 7: You forgetthat delightdependsoncontext.
Delightisnotuniversal.
Justbecause an ideaisdelightful inone context
Doesn’tmeanyoucan generalize itto all contexts.
Slide 48
The projectinvolved concepttestingforanautomotive client.
Theywantedto knowwhatkindof personalization,preference-tracking,
and curated recommendations customerswanted.
Theyhad seen examplesinotherindustrieswherethe companyused geolocation
to delivercontentto usersin the momentbasedonwhere theywere.
For instance,you’re inthe airportheadedtoyour gate and you geta notificationwithamap.
Or a coupon to the sandwichshopyou’re abouttopass.
Theyheardthat theydelightedusers,andthoughtof themas cuttingedge.
Theywantedto use a similaridea to delighttheirusers.
Here’sthe issue.Theyare an automotive company.
The stakes in theirsituationversusthe otherexamplesare completelydifferent.

15. Slide 49
Here is one of the ideastheywantedusto test.
A customerisshoppingfora vehicle onthe dealershiplotandgeta ding
- oh,are youinterestedinanewvehicle?Here are some specialswe’re runningrightnow…
Do youthinkthistestedwell?Itdidn’t.
But it getsworse- the clientthoughtwhatbettertime todothisthenona Sunday,whenthe dealership
was closed.
My clientwas surprisedwiththe results of usertesting.
Why isit seenas helpful andfriendlyat the airport,but creepyand intrusive whenwe doit?
Theyfell intothe trapof thinkingthat delighthere isdelightthere.
But delightishighlycontextspecific.
In thiscase,userswere comingontothe loton Sundayso they wouldn’tbe bothered.
Theydidn’twantto feel pressure.Theydidn’twanttoface the sleazyusedcar salesman.
Andhere was myclient,saying–heyyyyy,we see you!Andmakingthe personfeel watched!
Notdelightful.
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Trap 8: You ruina good ideawithbaddelivery.
The car dealershipillustratedthiswell.
You had a concept,which,standingalone wasagoodidea,butthe executionmattered.
Thishappensall the time.
You can’t justcome up witha standalone concept.Youhave to define the context around.
Where doesithappen? When?How?What justhappened before?Whatwill happenright after?
All of these piecesthatforma complete ideaand impacthow an idea isreceived.
Slide 51
So forthiswe’re goingto lookat twoexamplesof chatbotsand live chat
one example isdone poorlyandthe otherisdone well.
We’ll startwithpoorly.

16. Slide 52
I’mgoingto pick onpoor Al Packer,whois a Ford dealershipinmyareanear Bmore.
I have himflaggedasthe worst example of chatbotdeliveryI’ve seensofar.
Thisis whathappens.
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Withinsecondsonthe page,before you’ve takenanyaction(notaclickor a scroll),
thisbox popsup withDana.
AndDana is typing!
Slide 54
Then,Johnpopsup!
Now,it’simportantto rememberthe userhere.
If I’m comingto Al’ssite,there’sagoodchance I’m avoiding the dealership.
I’mhere to explore inventory,getsome information,butonmy own terms.
I’malready primedto expectthe salespersontotryto pressure me andpush me around.
I’monline toavoidto stay in control a little longer.
But Al is nothavingthat.He’s wantsme to know he’shere for me,
and hischat bot deliveryiseverybitas pushyand aggressive as I come to expectat the dealerships.
But a chatbot inthe same context,forthe same typesof users,can be delightful.
Slide 55
Carvana alsousesa chat box,but the deliveryismuchdifferent.
Rememberhere thatthese are the same customers,here for information.
They’ve likelycome toCarvanabecause of itsbusinessmodel.Skipthe dealership.Nohaggling.No
games.
Theydon’texpectpressure here,they expecttobe leftalone.
AndCarvana dida great jobof usingrestraint withtheirchat so it keepstothose expectations.

17. First,itdoesn’tshowupon the home screen,anditdoesn’tshow up right away.
I was here,andI pausedbecause theyaskedformyVIN or plate I don’tknow.
Thenthispoppedup.
Unlike the otherchat,thisfeltvery automated.
There’snopicture,noname,no indicationthatthere isa person on the otherside of this- notyping!
It’salso suggestingcontentfor me basedonhow theythinkImay be stuck.
Unlike Danaand Johnwhowere offeringhelpbutitfelt more like itwas for Al Packer than for me.This
feelsmore supportive.
So evidence thatthe wayanideaisdeliveredcanreallymake orbreakhow itis received.
Slide 56
Trap 9: You’re reallydesigningtodelightyourselves.
AndI get it.Thisis somethingthatwe all dobecause designisfun,
we like doingnewthings,pushthe envelope,trysomethingnew.
The issue here iswhenwe tryto do somethingnew justforthe sake of doingsomethingnew,
but it’sreallyserving nopurpose forthe users.
Slide 57
I’mthrowingitback to the creditcard clientagain.
Thisis an ideatheytestedinadditiontothatteardrop.
Andwhat I’mshowingisnowthe designwe tested,
it’sjusta simplifiedversionImade in PowerPointtoshow you the idea.
Slide 58
You beginwithtextabout the card family,butwithnoinformationaboutthe specificcards.
There are twostripes,one foreachcard.
In orderto navigate toinformationaboutthe silvercard,youclickon the teal stripe…
Slide 59

18. Thenit swipesacrossthe screenandyousee informationaboutthe silvercard.
To see informationaboutthe goldcard,youclickthe blue stripe.
Slide 60
There isno way to returnto the homepage.
So justlike the teardrop,thisdidn’ttestwell,butfora differentreason.
While the teardropdidn’taddanyvalue,thisactually ruinedthe value by makingitharder for the user
to complete theirtask.
There wasno viewonhere where the cardswere side by side.
Notonlythat, thisinteractionwas toonew.It broke navigationconventions,andviolatedthe user’s
existingmodels.
If you’re goingto breakconvention,you betterhave a good reason. Andthere wasno goodreason
here.
What thiswas,was probablya designerwhowasthinking,
wouldn’tthisswipe flourish lookcool,andtheythought,sure,whynot,let’sthrow itin frontof users.
Notonlyis userresearcha great wayto kill bad ideas,butit placesthe burdenonthe users.
Slide 61
Here we are.
We’ve reachedTRAP10. THE FINALTRAP.
Trap 10: You focus onlyonthe enduser’sneeds.
We talkedalot todayaboutthe users,
and mostlythiswasinreference tothe endusers.
But theyare notthe only master to serve.
Slide 62
We mustalsoaccount for the businessobjectivesandthe technical feasibility.
Needsfromall these usersgroupsneedtobe satisfied
If we onlycaredaboutwhat fitsintothe yellowcircle,we mightbe screwingourselvesover.
Maybe somethingdelightsthe users,butit’simpossible to maintain,orslows the site down.

19. Or, ithelpsredirectusersfromone minorpainpointit’snot priority onthe roadmap.
We wantto make sure we’re hittingthe centerof thatvenndiagram
and focusingonwhatwouldbe delightful forall the users.
Slide 63
Thisfinal example isfrom Sprint.
I’ma recentSprintconvertandI’m not happy withthem,
whichmeansI’ve spentalot of time on theirsupportcenter.
Thisis an example of whenaconceptthaton delightsusersandaddressesbusinessneeds,
but wasbeyondtheir technical capabilities.
Similartothat IT supportsite example frombefore,thisrelatestothe searchbad.
Let’swatch.
It lookslike Sprintstudiedbestpracticesinsearch
wantedtotackle typeahead
pre-populatingresultsinthe searchbar insteadof a separate resultspage
previewingpageswiththumbnailssoyougoto the rightpage on the firsttry.
These are all thingswe’ve seenworkwellonothersites.
But Sprintbitoff more than theirtechcouldhandle.
Andthe resultisfar from delightful.
Theywouldhave saveda lot oftime and resources if theyhad realized
that tech couldnot support theiridea.
Slide 64
So we’ve reachedthe endof ourtime together.
Slide 65
I’ll flashupthe 10 traps here,andfor eachone I’ve writtena question
youcan askto make sure youdon’tfall intothat trap.
It can be a tricky minefieldtonavigate but very rewardingwhendon’tright.

20. Also,rememberthatthese lists applyto all design,digital andnon-digital,
because delightshouldbe a goal of all design.
We can use this anti-processtoavoidthe commontraps,
and have a deepconversationabout
whatdelightgoals lookslike andhow bestto achieve it.
That is how you create a great user experience.Anda great userexperience isdelightful.
Slide 66
So really,amore accurate title formytalk is…
Slide 67
… Don’t stoptryingto make delighthappen.
Slide 68
I wantto thank youfor comingto mytalk,and to these people whomake myappearance here possible.
I’ll be aroundif you’re interestedintalkingthroughthisfurther.
Or, I wouldlove aninflux of LinkedInconnectionswithall of youwonderful people,solookme up.
If you foundKarahSalaets,I’mit.
Salaetsas in,Salaetsdelightourusers.
Thank you!