Beyond Metrics: The Art of Delighting Users
How many times as a Product Manager have you wanted to build a delighter for the user that doesn’t directly tie into any metrics? It’s not a core function, but it’s one that sparks joy in your mind’s eye — a delightful surprise that will leave users grinning. You hope that Twitter will be flooded with positive tweets the next day.
The argument I always rely on in such cases is that if we provide the user with delightful features, even though it might not skyrocket any key metric, it will form a positive, even happy, association towards the product and bring them back again, thereby boosting user retention and the conversion ratio of new users.
First, what is a delighter? A delighter is a feature that doesn’t aid the core product function but aims to provide a better user experience by offering a function that is almost unexpected by the user. In most cases, the delighter is directly asked for by the user, tied directly to a user problem in more technical terms, but it elevates the overall experience.
An excellent example of a delighter feature is Spotify’s concert notifications. I often struggle to keep up with the Instagram pages of the artists I listen to and then track down their shows in time. Notifying users about concerts is not in line with the direct functionality of Spotify’s music streaming. However, as a user, this added functionality delights me and saves me the trouble of traipsing across multiple apps to keep track of upcoming concerts.
Another example is Myntra’s AI chat bot Maya, which will converse with you and recommend outfits based on your preferences (How AI Fashion Assistant Aims to Boost Myntra’s Sales?).
The challenge is that delightfulness can be notoriously difficult to quantify. Spotify has a revenue-sharing agreement with the ticketing platforms the concert notification would lead to, but this may not be true for all products. For instance, with Myntra’s Maya, it is not bringing in any additional revenue for Myntra but is enhancing the user experience and contributing to retention.
So, how can a case be built to invest in a delighter?
- Focus on Long-Term Engagement: Delighters can foster user loyalty and brand advocacy. A user who’s consistently surprised and delighted is more likely to stick around and become a vocal proponent of your product.
- Data with a Smile: Look for qualitative data that captures the user’s emotional response. Conduct surveys or user interviews to gauge user sentiment towards the delightful feature.
- A/B Testing: Run A/B tests to see how the delightful feature impacts user behavior in less quantifiable ways. Does it increase time spent in the app? Does it lead to more user-generated content or social sharing? In the worst case, is it distracting the users in any way and causing hindrance in the user journey?
The trick is to find a careful balance. The delighters will fall short if they are hollow promises and not backed by excellent core product functions. Hence, it is necessary to be mindful of resource allocation and potential risks associated with investing in delighter features.
However, while core functionalities shouldn’t be neglected, well-designed surprises can hold significant power. Well-designed delighter features have the potential to significantly enhance user experience and drive long-term engagement. By leveraging qualitative data, creative testing methods, and a thoughtful approach to product development, product managers can effectively measure the success of delighters and cultivate loyal user bases. Ultimately, a product that delights its users has a stronger chance of winning their loyalty in the long run.
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