how to
MANUFACTURE DELIGHT Unlock the moments that matter & wow your customers
Sarah Weise UX Director Booz Allen Digital Interactive @weisesarah
#CMC2017
@weisesarah #CMC2017
when was the last time…
YOU WERE TRULY DELIGHTED?
@weisesarah #CMC2017
bit.ly/manufacturedelight
@weisesarah #CMC2017
Source: Designing for Emotion, Aarron Walter
In the past, marketers have called delight “pleasure” and placed it at the top of the Hierarchy of User Needs.
DELIGHT IS more than just pleasure. IT IS A RESULT OF A RANGE OF EMOTIONS.
What range of emotions goes into delight? How do we create delight, again and AGAIN?
@weisesarah #CMC2017
250 delighted
people
23% described products
focus on ages 18 - 49
27% described websites or apps
57% female 43% male
73% employed full-time
17% described food or restaurants
@weisesarah
0 20 40 60 80 100 120 140 160 180 200
Exclusivity
Connection
Empowerment
Pleasure
Surprise
Relief
TOP EMOTIONS Pleasure showed up in less than a third of the responses!
82%
58%
number of responses
24%
13%
12%
11%
@weisesarah
0 20 40 60 80 100 120 140 160 180 200
Exclusivity
Connection
Empowerment
Pleasure
Surprise
Relief
TOP EMOTIONS Relief and surprise were most frequently described.
82%
58%
number of responses
24%
13%
12%
11%
@weisesarah #CMC2017
“ I purchased a taco at a surfside taco stand
and was thrilled. I've had a lot of so-so tacos in the past. This had so much flavor.
@weisesarah #CMC2017
“ Wearing my new hiking boots for the first time. I used to hike in sneakers. Excited to
have a real pair of hiking boots, and empowered to [explore] the outdoors.
@weisesarah #CMC2017
“ Amazon Fresh offered a 20 lb turkey for just
99 cents before Thanksgiving! It was an unexpected bonus and totally thrilled me.
Saved me time, money. What a relief around the holidays.
@weisesarah #CMC2017
Delight is felt when there is anxiety followed by relief
@weisesarah #CMC2017
relief
RELIEF + SURPRISE 60% of participants who described relief also described surprise.
surprise
@weisesarah #CMC2017
WHAT KIND OF SURPRISE?
Time Savings
(25%)
1
Customer Service (21%)
2
Personalization (11%)
3
68% of people who described a surprising time
savings as delight were women
80% of those were parents
Men and women are equally surprised by
standout service
Only 30% were parents
60% who related an unexpected personalization
to delight were women
60% were parents
People in their 40s described personalized experiences 80% more
@weisesarah #CMC2017
Delight = RELIEF + SURPRISE
@weisesarah #CMC2017
Emotion range, by age relief
surprise
pleasure
connection
empowerment
exclusivity
@weisesarah
“ When I enrolled for my FabFitFun box, they asked me really personalized questions! I'm excited to get my first box because [the] questions told me [they] really wanted to get to know me, and send
me a box that was customized just for me. So many businesses today treat you like just another customer. This made me feel special and valued.
@weisesarah #CMC2017
@weisesarah #CMC2017
18-29 30-39 40-49 50-59
delight as relief With age, customers increasingly express delight as relief
AGE
100%
80%
60%
40%
20%
0%
@weisesarah #CMC2017
Delight as Pleasure Customers under 30 feel delight as pleasure.
That’s 65% more than the average of the other age groups.
18-29 30-39 40-49 50-59 AGE
30%
20%
10%
0%
@weisesarah #CMC2017
Delight as Exclusivity Customers in their 40s also felt delight as exclusivity.
Within this age group, several stories also linked relief to personalization.
AGE 0%
2%
4%
6%
8%
10%
18-29 30-39 40-49
@weisesarah #CMC2017
3 steps to
MANUFACTURE DELIGHT Identify
Pain Points
1
Surprise with Relief
2
Boost Anxiety (yes, really!)
3
@weisesarah #CMC2017
Identify points of anxiety along a user’s journey
1
@weisesarah #CMC2017
Design in moments of
unexpected relief. Try…
Time Savings Better Service
Personalized Experience
2
@weisesarah #CMC2017
Boost the anxiety
(yes, you heard that right!)
3
@weisesarah #CMC2017
“ I didn't read a flight time correctly and [missed my] flight. I was not happy with myself and expected a
change fee and delay. The airline waived the fee and got me on the next flight. I think I was so delighted
because what happened was [far] from my expectation.
@weisesarah #CMC2017
“ Well you only need the light when it's burning low
Only miss the sun when it starts to snow Only know you love her when you let her go
Only know you've been high when you're feeling low
Only hate the road when you're missing home Only know you love her when you let her go
And you let her go
Passenger
@weisesarah #CMC2017
The greater the anxiety, the greater the delight
@weisesarah #CMC2017
bit.ly/manufacturedelight
What’S next?
@weisesarah #CMC2017
What’S next?
@weisesarah #CMC2017
Virtual Reality Add anxiety into a virtual reality
game designed to treat chronic pain. +
Human Sensors Measure physical reactions (brain
waves, heart rate) to test the theory that added anxiety à greater delight.
Delight is a combination of relief & Surprise
(AMONG OTHER EMOTIONS)
@weisesarah #CMC2017
@weisesarah #CMC2017
Content Marketing is no longer just about pleasing customers. To succeed today, we need to do more. We need to manufacture delight.
@weisesarah
@weisesarah #CMC2017
manufacturedelight.com
@weisesarah #CMC2017