A key element of a good user experience is providing small surprises for the user. These can also be called wows. These surprises of course need to be positive, and they can make people think or even say the word wow. Figure 1-8 shows an advertisement with a certain wow effect.
A wow could be something like a great and logical graphical layout where the user thinks, “Wow, this looks good.” It could also be a user interaction that is designed in a playful way. Playfulness is a very essential part of wows and positive surprises.