Fullu

Fullu is a hypothetical term used in thought experiments and speculative design to denote a state of complete user fulfillment achieved through a product, service, or experience. Conceived as an idealized construct, fullu combines functional utility, emotional resonance, and perceived value into a single measure of outcome quality. The term is not widely adopted in mainstream practice, and its usage varies across disciplines.

The coinage appears in online design discourse in the 2010s, blending "full" and the suffix -u, and is often treated as an abstract target rather than a literal metric. In theoretical discussions, fullu encompasses four dimensions: usefulness, ease of use, desirability, and meaning or purpose. Proponents argue that it provides a holistic target for UX and service design, guiding decisions about feature priority, interaction flows, and messaging.

Measurement of fullu is inherently subjective, typically explored through qualitative research, scenario testing, and narrative probes that elicit sense of completion or fulfillment from users. Critics note that without rigorous standards, the concept can become a vague ideal and may obscure necessary trade-offs or biases in evaluation.

In practice, fullu appears in scenario planning and design fiction as a north star for teams seeking to align product outcomes with deep, lasting user satisfaction.

See also: user satisfaction, customer experience, value proposition, design fiction.