GE36 Value creators - enjoyment

Users will use products more if they "enjoy" using them. The more users use your product, the more value it has to their company, and the more likely they will continue to use it and continue to pay for it. These users will also be more receptive to buying additional products if they feel they will offer a similar experience. In your user discovery sessions, ask emotional questions such as "How do you feel when you are using our product?"

When I say "enjoy," I don't necessarily mean that users will dance around with tears of laughter in their eyes (although it would be nice if they did!). Rather, there is a conscious or subconscious positive effect on their overall state of mind before, during, or after an interaction with the product.

Enjoyment, by this definition, is not just reserved for gaming applications (although I advocate building games into your products); it can also be derived from smaller features and interactions in spreadsheets, word processors, task managers, and training materials.

And I am not just talking about Gamification – the application of game-design elements and principles in non-game contexts; there are many different ways enjoyment can be developed. The list below summarizes some of the main techniques.

Aesthetics: Products must look "nice." A subjective word, but this speaks to the choice of fonts, color palette, page layout design, and iconography. Users will make an instant judgment on the product by the way it looks, and this will be determined in the first few minutes of using the product. For larger projects, consider creating a visual language to ensure coherence and build predictability and trust with your users – "I know this will happen when I press this button."

Animation: Animations serve a functional purpose. For example, they can tell a user when a task is in progress or highlight the next best action in a certain context. In addition, they can elevate the experience for the user. They make the products seem more dynamic, more responsive, and just plain fun to use. Animations can be subtle and should be designed in a way that does not degrade performance or get in the way of the primary function. Micro-interactions are those small actions that combine to fully complete more complex tasks. They can be performed hundreds of times a day and can include button animations (yes - you pressed it) and subtle sounds (who doesn't like the comforting and productive sound of a typewriter keyboard?).

Gamification: Engagement can be improved by rewarding users when they complete certain tasks or reach certain milestones. Consider awarding badges or certifications, maintaining high-score tables, "unlocking" features or capabilities, and including "Easter Eggs." I feel as if I have achieved something when I reach a goal and am motivated to reach the next one. Your users will feel the same.

Games: Consider designing and building a simple game into your product. LinkedIn has recently introduced games to their platform. Spotify has included a Snake-like game based on a personal playlist. And some of us are old enough to remember Microsoft bundling Solitaire into early versions of Windows.

Personalization: What does your computer desktop look like right now? Do you like a nice clean space? Do you organize items into folders? Do you sort by date, file type, or project? How would you feel if your settings were all reset to the default? Or someone else came and reorganized your desktop? When we personalize our products, we invest in the way we will use them in the future. There is a sense of achievement and reward when we achieve improved productivity through our own personalizations. The killer report or dashboard or the efficient filter condition becomes a secret superpower and can provide a competitive advantage (over other members of the team, other departments, or competitors).

Illustrations: Relevant imagery and illustrations are a great way of lifting the user experience. Images are cached and so need not affect performance once they have been initially loaded. Creating a set of illustrations that match your brand and product purpose can be an interesting way to improve engagement and enjoyment. Commission unique imagery – don't rely on stock images that the user has seen frequently before in other contexts. Subtly change the imagery and build a library based on the seasons or specific events that are important to your users. Google has done this to great effect on their Google Search page.

Social Features: We all need validation at certain moments. For example, allowing users to like a message, task, or piece of work can provide that validation and make users feel like they are working on something that is bigger than themselves.

Accessibility: Considering accessibility requirements is essential to ensure your product not only can be used but is enjoyable to use by people with diverse needs. Many measures that are introduced driven by accessibility requirements will be beneficial for all users.

There are common objections to designing and scheduling "Enjoyment" capabilities. "We are a serious company, we don't want to devalue our reputation by including this type of content," or "We have far more important things to do on our roadmap than building a game." These are legitimate objections, but enjoyment does not necessarily equate to frivolity.

Professional products can be enjoyable without compromising their seriousness or credibility. Such features are generally easy and fun to develop, have an immediate impact, and will generate enjoyment among your users. When implemented and launched correctly, they can generate positive reviews and commentary.

Consider starting small with pilot projects to showcase the potential benefits before committing to larger initiatives.

Incorporating elements of enjoyment into your product design can significantly enhance user engagement, satisfaction, and loyalty. By understanding and prioritizing the emotional experiences of users, you can create products that are not only functional but also delightful to use. Techniques such as thoughtful aesthetics, purposeful animations, gamification, personalization, relevant illustrations, social features, and accessibility considerations can transform the user experience.

While objections may arise, it is important to recognize that professional and enjoyable products are not mutually exclusive. Starting with small pilot projects can demonstrate the potential benefits and pave the way for larger, impactful initiatives. Ultimately, a focus on enjoyment can lead to more sustained usage, higher customer retention, and a stronger competitive advantage in the market.