A 4-step framework for building delightful products | Nesrine Changuel (Spotify, Google, Skype)
🎯 Summary
Product Delight: A Strategic Framework for Building Emotionally Engaging Products
Overview
This podcast episode features Nessreen Schengel, former product leader at Skype, Spotify, Google Chrome, and Google Meet, discussing her pragmatic framework for creating delightful product experiences. The conversation addresses a polarizing topic in product management: whether teams with limited resources should invest in “delight” features, and if so, how to do it systematically rather than through superficial “confetti” additions.
Key Framework: The Delight Model
Schengel presents a four-step framework for implementing product delight:
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Identify User Motivators: Segment users by motivation rather than demographics, distinguishing between functional motivators (what users want to accomplish) and emotional motivators (how they want to feel)
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Convert Motivators into Product Opportunities: Transform identified motivators into concrete product development opportunities
- Identify Solutions Using the Delight Grade Matrix: Categorize features into three types:
- Surface Delight: Addresses only emotional needs (e.g., Spotify Wrapped)
- Low Delight: Addresses only functional needs
- Deep Delight: Addresses both functional and emotional needs simultaneously (e.g., Spotify’s Discover Weekly)
- Validate Ideas: Use a delight checklist ensuring user impact, business alignment, and inclusive design
Three Pillars of Practical Delight
The framework rests on three actionable pillars:
- Removing Friction: Identifying “valet moments” where users experience anxiety and eliminating stress points (example: Uber’s two-click refund process)
- Anticipating Needs: Proactively addressing user needs before they’re explicitly requested (example: Revolut’s eSIM feature for traveling users)
- Exceeding Expectations: Delivering unexpected value (example: Microsoft Edge suggesting discount coupons during checkout)
B2B vs. B2C Considerations
Schengel challenges the notion that delight only applies to consumer products, introducing the concept of “B2H” (Business to Human). She argues that as users become accustomed to delightful B2C experiences, their expectations for B2B products increase. The key insight is that whenever humans use products, emotional needs must be considered alongside functional ones.
The discussion reveals that delight becomes more critical as markets mature and competition increases. In greenfield markets with little competition, solving core functional problems may suffice, but as alternatives emerge, emotional connection becomes a differentiator.
Real-World Applications
The episode includes several practical examples:
- Google Chrome’s Inactive Tabs: Addressing both functional tab management and emotional stress by automatically organizing tabs open for over 21 days
- Airbnb’s Superhost Celebrations: Using confetti animations meaningfully to recognize host achievements
- Buffer’s Proactive Refunds: Building trust by refunding inactive users without being asked
Strategic Business Implications
Schengel positions delight not as a luxury but as a business strategy for:
- Differentiation in crowded markets
- Increasing user retention and loyalty
- Generating word-of-mouth marketing
- Driving revenue growth
The framework emphasizes that delight must align with business objectives and demonstrate measurable impact, countering the perception that emotional design is purely aesthetic.
Industry Relevance
This conversation addresses a critical gap in product management practice. While designers and marketers regularly discuss emotional connection, product managers often lack concrete frameworks for implementing delight systematically. Schengel’s approach provides a bridge between emotional design principles and business-focused product development.
The discussion is particularly relevant as the technology industry matures and user expectations evolve. Companies can no longer rely solely on functional superiority; they must create products that resonate emotionally while delivering practical value. This framework offers a structured approach to achieving both objectives without sacrificing resources on superficial features.
The episode concludes with emphasis on inclusive design, highlighting that emotional responses vary across users and cultures, making thoughtful implementation crucial for successful delight initiatives.
🏢 Companies Mentioned
đź’¬ Key Insights
"I created a model called 50-40-10. It suggests that 50% of your features should focus on low delight, which is functionality. The remaining 40% should be deep delight, where functionality is present but delivered in a way that makes users feel valued. Only 10% should be surface delight."
"Instead, focus on aligning with their values. Understand what they care about and how delight can help achieve those goals."
"The first piece of advice is to avoid trying to convince them. If you try to convince someone, it's often a lost battle."
"Slack is a good example of a product that uses delightful animations and quotes, and they ended up being a $30 billion company. The more competition there is, the more you need to get this right."
"Surface delight occurs when a feature only solves an emotional motivator. Low delight occurs when a feature only solves a functional motivator. The most powerful is deep delight, where a feature solves both functional and emotional needs."
"If you don't integrate emotional needs into your solution, you're just building a product that won't stand out. If a competitor addresses emotional needs, they will win."