What comes to your mind when you hear "a delightful UX"? For ordinary users, the first association, most likely, will be an eye-pleasing, colorful animation or a good choice of fonts. In other words, a delightful user experience in the minds of people is associated primarily with the surface attributes of the interface.
Of course, the external elements of the UI are significant. However, beneath them, there are no less important details that provide deep delight (in addition to the superficial). To understand better what is being discussed, let’s read the definition.
The term "user delight" stands for positive emotions of a person during interaction with a device or interface. They are highly difficult to measure as people are unlikely to voice their emotions if the website or application is working exactly as they expected. They are also ready to forgive shortcomings to software products if the rejection of them in favor of alternative options involves significant costs.
Considering the importance of the user delight, one should analyze the actual needs of the audience. Aarron Walter in his book Designing for Emotion offers a hierarchy of user needs that appears as a pyramid.
The idea is that until you meet the basic needs of the user (until you provide them with a working product), there is no point in trying to meet the needs of a higher level. What's the use in the original design and intuitive navigation, if the application does not allow you to perform the simple task?
If you managed to create a functional, reliable and easy-to-use product, you can pay attention to the top of the pyramid – try to delight the audience, superficially or deeply.
Such type of delight mainly involves separately taken features of the interface, such as animation, original micro-content, attractive images and the like.
An example of the use of micro-content: Groupon actively applies small reminders with informal formulations that evoke an emotional response from potential customers.
The peculiarities of deep delight lie in the fact that people often do not even notice that they are experiencing it. And that is the best part. A site or application that works in strict accordance with the expectations of the user (or even better) helps to fully focus on the task, enter the state of the flow. The best thing is people do not need to be aware of what they like in your product to continue using it.
The website Yelp.com presents reviews and ratings of various companies (restaurants, beauty salons, etc.):
The Unroll.me service is designed to easily manage email subscriptions:
In an effort to stand out from the competition, some companies make a serious mistake: they concentrate on the "wrapper", completely forgetting about the content. An attractive interface can give an additional advantage in the struggle for the attention of the target audience. However, the cornerstone should always be functionality. The main goal is to help a person solve a problem.
During the past few years, the number of browsing mobile users increased up to 80%, allowing us to assume that soon this amount will be even greater. So why does all that matter for a website owner?
A website is your digital face. You don’t want it to be ugly for some potential customers, do you? Thus, having a mobile optimization is a matter of appearance and creating a right first impression.