Written by Morgane Urbain, co-founder and creative director of Bonhomme.

Ingredient 1: Exceeded expectation
The user expects A. You deliver A+. Not double (then the user starts doubting the quality). Just a bit more.
Examples:
• The user expects a simple order confirmation. You send a beautiful one, with a personal message, followed by transparent tracking.
• The user expects a fast site. You load in 0.8 seconds instead of 2.
• The user expects a standard return policy. You offer 30 days no-questions-asked, with free return shipping.
Exceeding expectations must be deliberate. Not: “let's add more everywhere.” But: “where can we exceed slightly to create a wow moment?”
Ingredient 2: Positive surprise
Surprise is the detail you didn't see coming, but that makes sense with the brand.
Example of a good surprise:
• A user orders a luxury product. They receive a beautifully presented package with a handwritten note from the creator.
• A user explores a designer's portfolio. They discover a cursor interaction (the cursor turns into a paintbrush).
• A user completes a task. They get a delightful animation instead of a “Success” message. Surprise is authentic when it reinforces the brand's promise, never when it contradicts it.
Ingredient 3: Brand consistency
Authentic memorability is aligned with brand identity. A surprise that seems to come out of nowhere destroys rather than reinforces.
Example:
• A serious fintech site that launches a playful animation isn't memorable. It's confusing.
• A luxury site that sends an overly aggressive promotional email destroys the positive surprise that came before it.
• A minimalist site that suddenly adds 10 colors looks broken, not creative.
Consistency says: “This surprise is really them. It makes sense in hindsight.”

Moment 1: First impression
The first 2 seconds. The user is thinking: “Where am I?” Expectation: an ordinary site. Possible surprise:
• A subtle animation that welcomes them rather than a static page
• A hierarchy so clear they immediately know what to do
• An image or design detail that looks more crafted than usual
Moment 2: Exploration
The user scrolls and discovers. Expectation: standard content. Possible surprise:
• Sections animate as the user scrolls
• An image reveals hidden details on hover
• Narrative text instead of a feature list
Moment 3: Decision to act
The user hesitates before buying or signing up. Expectation: doubt. Possible surprise:
• Unexpected social proof (video review, sincere testimonial)
• Reassuring transparency (showing exactly what you're paying, no hidden fees)
• A CTA (Call To Action) with character instead of a generic button
Moment 4: Confirmation
The user has bought. Expectation: a standard thank-you. Possible surprise:
• A beautiful, personalized confirmation
• A small celebratory animation
• A thank-you email that feels sincere, not robotic
Moment 5: Post-purchase
The user is waiting for the product. Expectation: waiting in silence. Possible surprise:
• Proactive tracking updates
• An unboxing experience (beautiful packaging)
• A follow-up message: “Did it arrive okay? What do you think of it?”

Step 1: Identify the key moment
Not every moment carries the same weight. Bonhomme identifies the moment where emotion peaks.
Questions:
• Where does the user make their major decision?
• Where do they feel the most doubt or hesitation?
• Where can the brand really make a difference?
Step 2: Design the surprise
From the identified moment, design a surprise that:
• Exceeds expectation (not excessive, just a bit more)
• Stands out for this category
• Reinforces the brand promise
The surprise must be deliberate, tested. Not: “let's do something cool.” But: “how do we exceed expectations here?”
Step 3: Integrate it into the journey
The surprise doesn't live in isolation. It's part of a journey. Make sure it's supported by:
• The experience before it (setup)
• The experience after it (continuation)
Step 4: Measure the impact
Measure how users react:
• Direct: social sharing, mentions, positive reviews
• Indirect: return rate, NPS (Net Promoter Score), time spent

Example 1: Clinique La Prairie
Exceeded expectation: A healthcare interface that's expected to be merely functional. Delivered: an extremely beautiful interface.
Positive surprise: A water animation that responds to mouse movement. Unexpected for a medical site.
Consistency: The water reinforces the wellness message. “It's fluid, natural, cared for.”
Result: Users say: “It's the most beautiful medical site I've ever seen.” That story spreads.
Example 2: DPPI (photography portfolio)
Exceeded expectation: A portfolio expected to come with lots of text. Delivered: an ultra-stripped-down interface where the photos take up 90% of the space.
Positive surprise: No spectacular animations. Just a respectful slowness that lets the photos breathe.
Consistency: Respecting the image is the promise. The interface honors it.
Result: Users say: “Finally, a portfolio that lets the image take center stage.”

Having studied 100+ memorable sites, Bonhomme observes:
• Memorable sites are never last-minute “surprise add-ons.” The surprise is designed in from the strategy stage.
• The best surprises are often small. A subtle 300ms animation > a spectacular 3s one.
• Memorability increases with authenticity. Authentic surprises stick. Surprises “meant to impress” are quickly forgotten.
• Users who feel positively surprised come back 4-5x more often. Memorability creates loyalty.
• The absence of an expected element can also be memorable. Apple often goes further by REMOVING elements (the 3.5mm jack, etc.): that's a surprise too.
• Brands that try to “surprise with everything” end up surprising no one. Real surprise must be rare and deliberate.

• Wanting to surprise everywhere. Surprise loses its impact if it's constant. Rare = more powerful.
• Adding surprise at the last minute. It must be designed in at the strategy stage, not tacked on as final decoration.
• Surprising without consistency. An off-brand surprise destroys rather than reinforces.
• Confusing surprise with exaggeration. A 5-second animation isn't a surprise. It's an interruption.
• Ignoring accessibility. An animation-based “surprise” can be stressful for some users.
• Assuming surprise has to be visible. The best surprises are often subtle: a personal email, a thoughtfully written notice, a hidden detail.
• Not testing the impact. Measure whether the surprise actually affected memorability.

Principle 1: Memorability isn't accidental
It's designed, tested, adjusted. Not an exception, an intention.
Principle 2: Rare > frequent
One big surprise = more memorable than ten small, constant ones.
Principle 3: Authentic > impressive
A sincere surprise resonates more than a spectacular but empty one.
Principle 4: Memorability creates loyalty
Users who remember come back. Memorability is a business asset.
Principle 5: Consistency reinforces surprise
A surprise that reinforces the brand is more powerful than an out-of-context one

Type 1: Emotional surprise
Generates an unexpected emotion: laughter, inspiration, feeling.
Type 2: Functional surprise
A feature or UX that's better than expected.
Type 3: Authenticity surprise
A sincerity you didn't expect in this commercial context.
Type 4: Inclusion surprise
Feeling treated like someone special, not a number.
Type 5: Reflection surprise
An observation or idea that makes you think about the brand differently.

Bonhomme compared sites with intentional memorability vs. without:
• Sites with a memorable surprise: +40-55% social sharing, +35-50% return rate, +25-35% increase in average order value
• Sites with no surprise: baseline
• Sites with a poorly executed surprise: -15-25% engagement (a surprise at the wrong moment can frustrate).

“A memorable site is never forgotten. It's the one the user is still talking about 3 months later. Surprise is the secret ingredient.”
Morgane Urbain, co-founder & creative director
“The most powerful surprise is the one you didn't see coming, but that made sense with the brand. It never clashes. It extends.”
Emmanuel Cruellas, co-founder & design director