delighters

Delighters are features or aspects of a product or service that provide high levels of user satisfaction when present, but cause little to no dissatisfaction when absent. They are typically unexpected by users and can create a strong positive impression, helping to differentiate a offering in competitive markets. However, their impact depends on novelty and perceived value, and they may lose their effect if overused or anticipated.

In the Kano model of product attributes, delighters (often called attractive quality) sit alongside performance (one-dimensional) and basic (must-be) attributes. Delighters are not demanded in advance; their value emerges from surprise and delight. They can significantly boost customer satisfaction and loyalty, but they may be risky to rely on as a core differentiator because users may eventually come to expect them or they may require ongoing investment to maintain novelty.

Common examples include thoughtful design touches, clever micro-interactions, personalized recommendations, seamless onboarding experiences, or unexpected convenience features. Delighters can also be service elements or process innovations, such as proactive support, generous return policies, or adaptive interfaces.

For product teams, delighters should be identified through user research and Kano-style assessment, prototyped, and tested for impact on satisfaction relative to cost. They should be balanced with reliable basic and solid performance attributes. Since delighters can shift into the realm of expectations over time, ongoing innovation and careful prioritization are essential to preserve their value.