Chat with Andy Nesling, ex-Head of Engineering and Product at Dyson
The Essence of Delight in Hardware Products
Andy Nesling’s journey at Dyson exemplifies how creating delightful products requires a deliberate blend of functionality, design, and emotional connection. As the former product manager for robotics and intelligent machines, and current head of software for new product feasibility, Andy brings unique insights into how a leading consumer products company approaches product delight.
For Andy, product delight starts with a simple but profound metric: Does using the product make you smile? This seemingly straightforward question encapsulates a deeper truth about product development. Truly delightful products create positive emotional responses that transcend mere functionality.
As I spoke with Andy, I realized that I already owned several Dyson products and took unconscious pride in using and even showcasing them when visitors came over. Dyson doesn’t leave emotional connections to chance; they follow a systematic approach that begins with mastering the basics. According to Andy, the foundation of product delight is exceptional performance in the product’s primary function. No additional features or aesthetic touches can compensate for a product that fails at its core purpose.
Once Dyson ensures a product excels in its core function, they focus on eliminating friction. Andy describes this as a relentless process of refining every interaction, no matter how small. Each moment of frustration or resistance erodes the potential for delight, making meticulous attention to detail crucial for consistently positive experiences.
The third layer of Dyson’s approach involves engaging all the senses. Andy explains that the company considers not just how a product looks, but also how it feels in the hand, how it sounds during operation, and even how it fits within a user’s home environment. This multi-sensory approach creates a richer, more immersive experience that extends beyond mere functionality.
Andy also highlights the role of the unexpected in creating delight. However, he makes an important distinction: the unexpected elements should tie into superior functionality, rather than mere novelty. For example, the transparent dirt chamber in Dyson vacuum cleaners isn’t just a visual feature; it provides immediate feedback about the product’s effectiveness, creating a lasting sense of satisfaction for users.
This focus on meaningful innovation extends to Dyson’s discovery process. Rather than starting with features or technology, Dyson begins by deeply understanding the problem to be solved. As Andy notes, elements of product delight, such as friction reduction and sensory engagement, can be applied across products, but the specific problem being addressed is unique to each case.
The success of this approach is evident in how Dyson products create what Andy calls “long-lived” delight, a positive experience that persists long after the initial novelty fades. This sustained emotional connection stems from consistently delivering exceptional performance in unexpected ways, transforming everyday tasks into sources of satisfaction.
One of the most striking insights from my conversation with Andy was how Dyson compares its products. Instead of fixating on competitors, they assess their products against an idealized, humanized solution. So rather than comparing their robots to other robots, they evaluate them against the standard of a human cleaner. This approach elevates the bar and infuses an emotional element into their products. For example, if you hired a person to clean your home, you might instruct them to start in a specific area or clean a corridor vertically instead of horizontally. By applying this thinking, Dyson enhances the experience of its robotic products, introducing elements that foster deeper emotional connections with users.
The lesson is clear: creating delight requires attention to the functional aspects and the emotional aspects of the user experience. It’s not enough to build products that work well; they must also make users feel good about using them.
The full interview and more stories about delight are available in the Product Delight book. You can get your copy on Amazon Now.