"Spotify Wrapped is probably the most successful and well-known product delight of the last decade. 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."
Product delights are intentional features designed to surprise, delight, and encourage sharing. Spotify Wrapped exemplifies a highly successful annual recap that triggers widespread sharing and notification surges each December. Many companies — including Apple, Reddit, Duolingo, YouTube, Discord, Miro, and Monzo — replicate the concept to elicit similar user enthusiasm. Reactions to these recaps vary from genuine enjoyment to annoyance. Key questions concern why companies invest in such delights and what elements make them uniquely shareable. Examples from Figma, Duolingo, Notion, and Miro reveal practical approaches and lessons for designing effective product delighters.
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