February 2024

Imagine lounging by a sun-drenched pool at a hotel in Los Angeles. Beside you, an old-school phone on the wall. You dial, and moments later, a man in a crisp suit approaches, bearing a treat that's synonymous with joy: a popsicle. This isn't just a gimmick; it's a masterclass in understanding how our minds work, utilized by a seemingly average hotel: the Magic Castle, ranked #2 in Los Angeles on TripAdvisor.

When we reflect on our experiences, we tend to remember specific moments, not the average of what happened. Particularly, two types of moments stand out: the peaks and the ending. We are willing to overlook a lot of average as long as there are special moments. However, when designing experiences, the focus often only lies on solving problems. This isn't wrong, but it doesn't necessarily make people happy. Driving down a road with no potholes doesn't excite you; you're simply whelmed.

So, what does this have to do with designing digital products? Quite a lot, we would argue. While it's crucial to smooth out the digital 'potholes,' creating those "popsicle moments" — those micro-moments of delight — can elevate a user experience from functional to memorable. Whether it's the confetti at the end of an interaction, customer service that goes the extra mile, or a micro-animation at just the right time, these elements can make a significant difference.

Or as Chip Heath, co-author of the excellent book “The Power of Moments,” puts it: “Great products are mostly forgettable and occasionally remarkable.”