"It worked so well that every December, if you check your inbox or phone notifications, you're probably flooded with all kinds of "Wrapped" from different companies. Apple, Reddit, Duolingo, YouTube, Discord, Miro, and Monzo are all "borrowing" the concept of Spotify Wrapped to bring delight to their users. You might love these recaps. Or you might roll your eyes and think, "Not another one.""
"Regardless of how you feel about these recaps, have you ever wondered why companies keep making these delights? And most importantly, what's so unique about them that your friends keep sharing? In this article, I'll break down what product delight means, how companies like Figma, Duolingo, and Notion introduce delights, and share lessons I've learned from designing multiple delighters at Miro. Let's start by clarifying what we actually mean by "product delights.""
Spotify Wrapped established an enduring model of product delight through personalized, shareable annual recaps. Each December, many users receive floods of "Wrapped" notifications as companies adopt similar recap experiences. Brands such as Apple, Reddit, Duolingo, YouTube, Discord, Miro, and Monzo adapt the format to drive delight and social sharing. User responses range from enthusiastic sharing to eye-rolling indifference. Companies analyze the persistence and unique shareability of these recaps. Teams at Figma, Duolingo, and Notion deploy different delight strategies, while Miro’s design efforts produced practical lessons for crafting effective product delighters.
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