The Theory Behind Delight
Plutchik's Wheel of Emotions in Product Management
Delight is the golden standard in product experiences—those moments when users feel unexpectedly pleased or amazed. Psychology professor Robert Plutchik developed a framework known as Plutchik’s Wheel of Emotions. In his book, Theories of Emotion (pp. 3–33), he identifies eight core emotions: joy, trust, fear, surprise, sadness, disgust, anger, and anticipation.
He also mapped out non-core emotions, which arise from a combination of two core emotions. Here is a simplified wheel of emotions by Plutchik:
Delight is one of those non-core emotions, and is a blend of joy and surprise.
Joy is the feeling of happiness, satisfaction, and positivity that arises when users achieve their goals effortlessly or discover value in a product.
Surprise introduces an unexpected element, breaking routines and sparking curiosity or wonder.
If a user experiences joy and surprise, they feel delighted.
The fusion of these emotions creates delight—a feeling that stands out and leaves a lasting impression.
Other non-core emotions include the following:
Love (a mix of joy and acceptance)
Disappointment (a mix of surprise and sadness)
For product managers, understanding and building this emotional blend can create deeper user connections, fostering loyalty and love for the product. The challenge is to continuously find ways to trigger joy and surprise in your users, ensuring your product remains engaging, memorable, and emotionally resonant.
Crafting Delightful Experiences
Celebrate User Wins
Every time a user completes a key action—like hitting a milestone in a fitness app or finalizing a design in a collaboration tool—add moments of joy. Use animations, playful sounds, or encouraging messages to make users feel accomplished.
Example: Duolingo’s cheerful animations and quirky character reactions when users complete lessons evoke joy and motivation.
Add a Touch of the Unexpected
Surprise doesn’t have to be grand. A small, unexpected feature or moment can create delight. Think of an Easter egg, a playful interaction, or a dynamic feature that reacts to user input.
Example: Google's seasonal Doodles or Spotify’s surprise playlists tailored to a user’s mood or season captivate users with their unexpected charm.
Align Delight with User Goals
Delight works best when it enhances the primary user experience rather than distracting from it. For example:
In a productivity tool, a surprise shortcut suggestion can evoke delight.
In e-commerce, an unexpected discount or personalized recommendation can bring joy.
Balance is Key
Too much surprise without functional value can frustrate users, while excessive focus on joy alone can feel predictable.
The Long-Term Impact of Delight
Designing for delight strengthens the emotional connection between users and your product. When users consistently feel joyful and surprised, they’re more likely to:
Recommend your product to others.
Stay loyal despite competition.
View your brand positively over time.
By focusing on the unique interplay of joy and surprise, product managers can go beyond solving user needs to crafting experiences that truly resonate. With Plutchik’s Wheel of Emotions as a guide, delight is no longer a fleeting moment—it becomes an intentional, measurable, and repeatable part of your product strategy.
Are you ready to design for delight?