The things that delight

Yesterday was my son’s 11th birthday. He got a few new games for his Nintendo DS, and when he went to check them out he yelled out for me to “check this out!”

In the setup of the DS you enter your birth date, and it very dutifully displayed a splash screen when he started it wishing him a Happy Birthday, replete with famous Nintendo game characters. Needless to say he was absolutely delighted by this simple bit of ‘personalization’.

Why don’t our applications do this? Why is it so hard to build anything beyond the most basic and broad personalizations into our systems? We know a lot about each user, and we can infer even more. Besides adding efficiency and eliminating unnecessary distractions, why can’t we delight our users? Until we have the same narrow-margin mindset that makes Nintendo and Amazon go our of their way to keep their users happy we will continue to be broccoli, as Thomas puts it.