building a winning ux strategy from the kano model (jared spool) productcamp boston may 2013
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Build a Winning UX Strategyfrom the Kano Model
User Interface Engineering
Jared M. Spool (@jmspool)
New York Times
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 1
Free room service
Free bar tab
Free hotel-spa massage
Free room upgrade
Broken A/C
No shower hot water
Sloppy room service
Rude service
Slow elevators
Still-frozen pies
Broken glass in public spaces
Delighters Frustraters
Customer Journey Map
☺
☹
Searching for product
Review
ing product
Deciding on purchase
Adding to cart
Shipping information
Billing information
Payment inform
ation
Confirm
order
Done!
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 2
Customer Journey Map
☺
☹
Delighted
Frustrated
?
Delicious?or Edible?
Would you rather eat food that is
Satisfactory?
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 3
Very Delicious?or Very Edible?
Does “Very Satisified” mean
What Does Satisfied Mean?
Customer Journey Map
☺
☹
Delighted
Frustrated
Satisfied
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 4
UX Strategy:
Move our users from
frustrated to delighted.
What do you need to build?
How do you tell if you’ve done a good job?
How do you best allocate limited resources?
What can you say “no” to?
What makes you different from your competitors?
Where should you innovate?
How much should this cost?
Building A Winning UX Strategy
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 5
Free room service
Free bar tab
Free hotel-spa massage
Free room upgrade
Broken A/C
No shower hot water
Sloppy room service
Rude service
Slow elevators
Still-frozen pies
Broken glass in public spaces
Delighters Frustraters
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 6
Noriaki Kano
Investment
Use
r Sa
tisfa
ctio
n
PerformancePayoff
Basic Expectations
ExcitementGenerators
TheKanoModel
Frustration
Delight
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 7
Investment
Use
r Sa
tisfa
ctio
n
PerformancePayoff
Basic Expectations
ExcitementGenerators
TheKanoModel
TIME
Investment
Use
r Sa
tisfa
ctio
n
PerformancePayoff
TheKanoModel
Frustration
Delight
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 8
Apple.com
Feature�Release 1.0 Feature Feature
Feature�Release 1.5 Feature Feature Feature
Feature�Release 2.0 Feature Feature Feature Feature Feature
�Release 6.0F F F F F F F F F F
F F F F F F F F F F
�Release 7.0
F F
F
F
F
Competitor
F F
F
F
F
Feature Feature Feature Feature Feature
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 9
Features Complexity
Experience Rot
Experience
37Signals - Getting Real
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 10
UX Strategy:Performance Payoff
Carefully curate features to match the experience vision
Prune out experience rot with each release
Just because you can doesn’t mean you should
Investment
Use
r Sa
tisfa
ctio
n
Basic Expectations
TheKanoModel
Frustration
Delight
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 11
Netflix
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 12
Netflix
Apple
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 13
theamazingios6maps.tumblr.com
Investment
Use
r Sa
tisfa
ctio
n
Basic Expectations
TheKanoModel
Frustration
Delight
We can screw this up
Can never get above
neutral satisfaction
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 14
Ignore the design’s consistency.
Focus on the user’s expectations.
UX Strategy:Basic Expectations
Be on the lookout for failed and missed expectations
Missing a basic expectation causes extreme frustration
Beware of the death of a thousand cuts
Lots of missed expectations opens up doors for competitors
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 15
Investment
Use
r Sa
tisfa
ctio
n
ExcitementGenerators
TheKanoModel
Frustration
Delight
Customer Journey Map
☺
☹
Make it all delightful
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 16
Investment
ExcitementGenerators
Delight
Pleasure
Flow
Meaning
Dana Chisnell’s 3 Approaches To Delight
Mailchimp
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 17
Mailchimp’s Tone & Voice Guidelines
Progressive
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 18
Progressive
Progressive
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 19
Progressive
Site
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 20
United Airlines
Apple
A collection of small features can add up to an innovative offering
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 21
Customer Journey Map
☺
☹
Current experience
Aspirational experience
Innovation
Innovation is how weraise the current experience
to meet our aspirations
UX Strategy:Excitement Generators
3 approaches to delight (from Dana Chisnell’s research)
Pleasure, Flow, and Meaning
Pleasure is least expensive, meaning is hardest to do well
If basic expectations are not met, delight won’t happen
Missed expectations break flow
Delighters will eventually become basic expectations
Innovation can come from small bundles of delighters
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 22
UnconsciousCompetence
ConsciousCompetence
ConsciousIncompetenceUnconscious
Incompetence
UX Tactics
Monitor customer support channels for missing expectations
Conduct field studies to look for basic expectations and identify excitement generators
Use advanced lab research to monitor for new basic expectations
Interview-based task design
Inherent value tests
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 23
Build a Winning UX Strategy from the Kano Model
Prune features to avoid experience rot
Diligently scour the experience for missed expectations
Use pleasure, flow, and meaning to identify possible delighters
Remember delighters eventually become basic expectations
Don’t get comfortable inside unconscious incompetence
@jmspool
uie.com
Find me at:
Copyright © 2013 User Interface Engineering
Go ahead! Follow me on the Twitters.
Don’t forget to connect to me on the LinkedIn.
Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com
© Copyright 2013, User Interface Engineering. All Rights Reserved. 24