The ultimate goal for user experience is that users are delighted using our product or service.

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"Many companies use satisfaction as a metric for measuring their success. But satisfaction is really just the lack of frustration. I try to be focused on what we can do to delight our users."

Japanese economist named Noriaki Kano. Kano was smart enough to ask a simple question, “What’s the amount of investment that an organization has to make to truly delight their customers?”

Kano said we need to pay attention to was what he called “Excitement generators.” Excitement generators tell us what will delight our customers, often with not very much of an investment. Kano pointed out that probably the most complicated thing was dealing with basic expectations. Basic expectations are the things you don’t get to decide. They’re the things the customer's bring with them.

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