As a designer at Contentful, the author aimed to bring more personality and life into the product experience by championing "delight", a concept that refers to features that exceed customer expectations and create positive emotions. The Kano model explains how delight impacts products, with basic features being expected by customers and delightful features standing out as nice surprises. To apply this concept, the author created a delight scale to guide designers in incorporating delight into their solutions, including microinteractions, error messages, success messages, empty states, general loading states, and special loading states. Contentful uses delight to apologize for negative experiences, amplify positive ones, or distract from waiting, and has developed a new loading state that reflects the brand personality and provides feedback on page loading times. The author emphasizes the importance of minimizing cognitive load, using anticipatory design, simplified copy, meaningful imagery, and making good decisions easy to create delightful user experiences.