Why Some SaaS Products Feel Like Magic (And Others Feel Like Meh)
We've all used products that just feel different – the ones that spark joy instead of frustration. Let's dive into what makes these magical moments happen and why they matter more than ever.
Ah, the good old days of MySpace and the early web — when technology felt like a playground for creativity and self-expression. Remember those days? You could customise your profile with glittery cursors, neon-coloured backgrounds, and a playlist that blasted when someone visited your page.
MySpace: So many wallpapers, endless possibilities...
It was messy, sure, but it was also *fun*. There was a sense of delight and playfulness that's often missing from today's software tools.
Too many SaaS products feel the same, devoid of personality, and make using them harder as they're just goddamn boring.
But it doesn't have to be that way. In fact, some SaaS companies are bucking the trend and creating products that feel genuinely *magical*.
Take Finch, for example — “your new self-care best friend,” an app I recently downloaded to help with self-improvement. It lets you have a virtual pet to take care of, as you take care of yourself.
Sure, it has practical features you can expect like setting goals, tracking your mood, breathing exercises and much more, but it’s the little details that make it truly a fun experience.
Having your own virtual friend to go on adventures with, dress up, customise their home, and cheer you on makes the experience different and fun. The animation and interactivity that the app delivers make the experience genuinely joyful.
I've been so captivated by Finch's approach that I'll be dedicating an entire article to unpack its magic – from the behavioural psychology to the delightful design and animation details that keep users coming back.
These kinds of intentional, strategic touches transform a functional tool into an indispensable part of your day. They're the "magic dust" that turns mundane tasks into delight.
Finch’s thoughtful, playful design using animation
Notion's highly customisable templates and blocks - and more recently their profile pictures that are going viral
Asana’s unicorn and many celebration creatures, a way of creating surprise and delight in a highly functional tool
These are all examples of SaaS products that have managed to strike that elusive balance between being highly practical and genuinely *enjoyable* to use.
And that's what I want to explore in this newsletter. I'm on a quest to uncover the secrets behind the most magical SaaS products and share practical insights that you can use to infuse a little bit of that special sauce into your own work.
The Art of Sprinkling Digital Fairy Dust 🪄
So, what exactly are the ingredients that make a product feel magical?
It starts with nailing the basics — solving a problem you feel genuinely passionate and motivated about whilst making the core user experience as smooth and intuitive as possible.
Because let's be real - all the magic in the world can't save a product that doesn't get the fundamentals right.
May as well start again at this point…
The real magic happens when you layer on those thoughtful, strategic details that elevate the experience from "functional" to "delightful." Things like:
Animations and micro-interactions that make the interface feel alive
Personalised touches that make the product feel tailored to *you*
Clever keyboard shortcuts and power user features that make you feel like a ninja
Playful, on-brand language that infuses the experience with personality (words should never be an afterthought!)
Those little moments of delight turn a tool into something you genuinely *enjoy* using.
They're the details that make a product feel indispensable, rather than just another checkbox on your to-do list.
Magic Making 101: My Guide
So, how can you start injecting a little bit of that magic dust into your own products? Here are a few practical tips to get you started:
Sweat the Small Stuff: Don't just focus on the big, headline features. Zoom in on the tiny interactions and details that shape the overall user experience. How can you make those moments more delightful and memorable?
Embrace Personality: Infuse your product with a distinct brand voice and visual identity. Use language, illustrations, and micro-interactions to give the experience a sense of character and charm.
Empower Power Users: Build in advanced features and shortcuts that make your product feel customisable. The more you can make them feel like they're unlocking hidden superpowers, the more they'll love your product.
Tell a Story: Frame your product as part of a larger narrative. What's the "hero's journey" that your users are embarking on? How can you weave that story throughout the experience?
Iterate, Iterate, Iterate: Great products aren't built in a day. Keep a close eye on user feedback, and be willing to experiment and refine your approach over time. The magic is in the details, and those details are always evolving.
So, there you have it — my first foray into the world of product design magic. I hope this has given you a taste of what's to come in this newsletter.
And remember, it's not just about the metrics and the frameworks — it's about creating experiences that make people *feel* something. That's where the true magic happens.
Your Next Adventures on The Design Quest 🧭✨
→ A deep dive into Finch the self-care app: why animation plays such a critical part in delightful user experience
→ How I created my Quest themed website with Wix Studio and the secrets behind how I created my characters using AI
→ How I prompt AI to act as my second brain and help me even design early prototypes for products i’m working on
Stay tuned for more real stories, battle-tested insights, and practical tips to help you transform your SaaS products from "meh" to "magical."
Love this!! Super interesting