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.

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“ 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.

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“ 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.

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Delight is felt when there is anxiety followed by relief

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relief

RELIEF + SURPRISE 60% of participants who described relief also described surprise.

surprise

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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

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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%

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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%

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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

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Identify points of anxiety along a user’s journey

1

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Design in moments of

unexpected relief. Try…

Time Savings Better Service

Personalized Experience

2

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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

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The greater the anxiety, the greater the delight

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What’S next?

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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