Effective ways to delight users: Nesrine Changuel (Google, Skype, Spotify)
Feb 28, 2024
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Nesrine Changuel discusses delighting users with insights on emotional connections, balancing surface and deep delight features, and integrating delight as a key product pillar for enhanced user experience. Learn about her journey through tech roles at Skype, Spotify, and Google, and how creating emotional connections can drive engagement and loyalty.
Design for delight by combining surprise and joy, humanizing the product for an emotional connection.
Incorporate delight features into the product roadmap by allocating 10-20%, integrating them throughout the year.
Deep dives
Understanding Delight in Product Design and Development
Delighting users through product experiences has evolved over the years. Customers now expect products to work flawlessly, raising the bar for companies to focus on delighting users. Delight is the combination of surprise and joy, as theorized by Plutchik. Designing for delight humanizes the product, creating an emotional connection. Surface delight, like personalized interactions, enhances user experiences once the foundational functionalities are solid. Deep delight is achieved by meeting all user needs and ensuring a pleasurable experience.
Incorporating Delight into the Product Roadmap
Incorporating delight into the product roadmap involves balancing functionality with elements that delight users. Allocating 10% to 20% of the roadmap to delight features ensures a strategic blend. It's important to ensure coherence in the roadmap by integrating delight features throughout the year. By categorizing delight features distinctly, like using a pink color code, a balanced and effective mix of functionality and delight can be achieved.
Measuring the Impact of Delightful Features
Measuring the impact of delight in product features can be challenging due to the subjective nature of emotions. Tools like the Google HEART framework, CSAT, NPS, and Happiness Tracking Survey offer ways to gauge user happiness. The Happiness Tracking Survey combines short-term and long-term user sentiment to track delight over time. Constantly monitoring specific interactions and their effect on the overall brand perception aids in refining delight strategies.
Implementing Delight in Product Strategy
Integrating delight into product strategy as a core pillar transforms the approach to feature development. Explicitly acknowledging delight as a strategic pillar shifts the focus from functionality alone to embedding delight within functionality. By embracing delight as a foundational pillar, product managers and designers can infuse delight into feature ideation and execution, enriching the overall product experience.
Join us on this week's podcast for a conversation with Nesrine Changuel, Senior Product Manager at Google, as she shares key insights on how we can delight users.
Featured Links: Follow Nesrine on LinkedIn | Nesrine's website | 'The Emotion Wheel: What it is and How to Use it'piece by Hokuma Karimova | 'Keeping Track of Your HEART' - Tomer Sharon on The Product Experience | 'The HaTS - Happiness Tracking Survey'feature by Prasanta Kumar Mohanty
Our Hosts Lily Smith enjoys working as a consultant product manager with early-stage and growing startups and as a mentor to other product managers. She’s currently Chief Product Officer at BBC Maestro, and has spent 13 years in the tech industry working with startups in the SaaS and mobile space. She’s worked on a diverse range of products – leading the product teams through discovery, prototyping, testing and delivery. Lily also founded ProductTank Bristol and runs ProductCamp in Bristol and Bath.
Randy Silver is a Leadership & Product Coach and Consultant. He gets teams unstuck, helping you to supercharge your results. Randy's held interim CPO and Leadership roles at scale-ups and SMEs, advised start-ups, and been Head of Product at HSBC and Sainsbury’s. He participated in Silicon Valley Product Group’s Coaching the Coaches forum, and speaks frequently at conferences and events. You can join one of communities he runs for CPOs (CPO Circles), Product Managers (Product In the {A}ether) and Product Coaches. He’s the author of What Do We Do Now? A Product Manager’s Guide to Strategy in the Time of COVID-19. A recovering music journalist and editor, Randy also launched Amazon’s music stores in the US & UK.
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