An Hour of Innovation with Vit Lyoshin The Power of Emotional Design in Product Management | Nesrine Changuel on Product Delight
In this episode of An Hour of Innovation podcast, host Vit Lyoshin sits down with Nesrine Changuel, former product leader at Google, Spotify, and Microsoft, and author of the Product Delight book.
Together, they explore the power of emotional design in product management and why building products people truly love requires more than functionality. The conversation covers how emotional motivators shape user behavior, the story behind Chrome’s inactive tabs feature, and why Nesrine insists on moving beyond B2B vs. B2C to embrace B2H: business to human.
She also shares her Delight Framework, a practical method for balancing functionality with emotion, her 50-40-10 roadmap model, and lessons from Spotify’s hack weeks that sparked major innovations like Discover Weekly. The discussion also touches on UX design, innovation culture, and the future of humanizing AI in product development.
Nesrine Changuel is a seasoned product leader, speaker, and innovation coach. She has shaped global products at companies like Google, Spotify, and Microsoft, where she worked on Chrome, Meet, Skype, and Spotify’s user experiences. Nesrine is the creator of the Delight Framework, helping teams bring emotional connection into product design, and she is the author of Product Delight, a book that makes emotional design actionable for product managers, designers, and innovators worldwide.
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Takeaways
* An emotional connection is just as important as functionality in product design.
* Users remember how a product makes them feel, not just what it does.
* Motivational segmentation goes deeper than demographics or behaviors by focusing on why users engage.
* Spotify users aren’t just there for music; they seek inspiration, connection, and productivity.
* Product management is not B2B or B2C, it’s B2H: business to human.
* The Delight Framework helps teams systematically design for emotional connection.
* Roadmaps should balance features using the 50-40-10 model (functional, deep delight, and surface delight).
* Hack weeks at Spotify produced major features like Discover Weekly and AI DJ.
* Emotionally connected users stay longer, buy more, and refer more than satisfied users.
* Delight can be measured with metrics like NPS, CSAT, and Google’s HaTS survey.
* Emotional design applies even in “unsexy” industries like GitHub and Jira.
* Humanizing AI requires culture and leadership that embrace it, not block it.
* The best products remind users that real humans are behind the experience.
Timestamps
00:00 Introduction
01:00 Why Emotional Design Matters
03:43 What Is Emotional Connection in Products?
05:10 Ads
06:26 Chrome Tabs Story: Reducing Stress Through UX Design
10:43 Emotional Motivators: The Real Reason Users Choose Products
13:31 B2B vs B2C vs B2H (Business to Human)
15:27 The Delight Framework: 4 Steps to Build Emotional Products
20:24 How to Identify and Implement Emotional Motivators
21:54 Measuring Emotional Connection: Metrics That Matter
25:37 Balancing Functionality vs Emotion in Roadmaps (50-40-10 Rule)
29:16 Emotional Design in “Unsexy” Industries (GitHub, Jira, Atlassian)
32:40 From PhD Scientist to Product Leader
36:20 How Innovation Happens at Spotify and Google (Hack Weeks)
39:41 The Role of AI in Humanizing Products
45:21 Humanizing Products: Making Users Feel Real Humans Behind the Tech
49:02 Product Delight Book: Making Emotional Design Actionable
Connect with Nesrine
* Website: https://nesrine-changuel.com/product-delight-book/
* LinkedIn: https://www.linkedin.com/in/nesrinechanguel/
* Substuck: https://substack.com/@nesrinechanguel
Connect with Vit
* Website: https://vitlyoshin.com/contact/
* LinkedIn: https://www.linkedin.com/in/vit-lyoshin/
* X: https://x.com/vitlyoshin
Vit’s Projects
* Podcast: https://www.anhourofinnovation.com/
* AI Assistant to build apps: https://appforgelab.com/