Delight 2013 - Jared Spool of UIE

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Jared Spool of UIE spoke at Delight 2013 on using the Kano model for delightful experience design.

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Delight 2013 - Jared Spool of UIE

  1. 1. @jmspool Jared M. Spool Build a Winning UX Strategy from the Kano Model
  2. 2. 1How satisfied can you get?
  3. 3. Delighters Frustrators Free room service Free bar tab Free hotel-spa massage Free room upgrade Broken room A/C No hot water in shower Sloppy room service Rude service Slow elevators Still frozen pies at events Broken glass in public areas
  4. 4. Customer Journey Map ☺ ☹ Searchingforahotel Reviewingtheproperty Reviewingroomrates Startbooking Guestinformation Billinginformation Paymentinformation Confirmbooking Done!
  5. 5. ☺ ☹ ? Frustrating Experiences Delightful Experiences
  6. 6. ? Delicious? Edible? Satisfactory?
  7. 7. What does Extremely Satisfied Mean? Extremely Delicious? Extremely Edible?
  8. 8. ☺ ☹ ? Frustrating Experiences Delightful Experiences
  9. 9. Frustrating Experiences Usable Experiences Delightful Experiences Just don’t suck Be delightful ☺ ☹
  10. 10. Not Sucky Delightful≠ Frustration Removed Delight Added
  11. 11. 2How much do we invest to get delight?
  12. 12. UX Strategy: Moving our users from frustrated to delighted.
  13. 13. Building a Winning UX Strategy What do you need to build? How do you best allocate resources? What can you say no to? How do you tell if you’ve done a good job? What makes you different from your competitors? Where should you innovate? How much should this cost?
  14. 14. Delighters Frustrators Free room service Free bar tab Free hotel-spa massage Free room upgrade Broken room A/C No hot water in shower Sloppy room service Rude service Slow elevators Still frozen pies at events Broken glass in public areas
  15. 15. Noriaki Kano
  16. 16. Investment UserSatisfaction Performance Payoff Basic Expectations Excitement Generators The Kano Model Frustration Delight
  17. 17. 3The Plague of Experience Rot
  18. 18. Investment UserSatisfaction Performance Payoff The Kano Model Frustration Delight
  19. 19. FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature Release 1.0
  20. 20. FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature 1.5Release
  21. 21. FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature 2.0 FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature Release
  22. 22. 3.0 FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeatureFeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature Release
  23. 23. 3.0 FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeatureFeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature Release
  24. 24. 4.0 FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeatureFeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature Release
  25. 25. 5.0 FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeatureFeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature Release
  26. 26. 6.0 FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeatureFeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature Release
  27. 27. Experience Rot Features Complexity Experience
  28. 28. 6.0 FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeatureFeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature Release
  29. 29. FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature 6.0 FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature Release
  30. 30. 7.0 Competitor Release FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
  31. 31. 37Signals: Getting Real
  32. 32. 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.
  33. 33. 4Great Expectations
  34. 34. Investment UserSatisfaction Basic Expectations The Kano Model Frustration Delight
  35. 35. Apple Maps
  36. 36. Investment UserSatisfaction Basic Expectations The Kano Model Frustration Delight ‣Can never get above neutral satisfaction. ‣We can only screw this up.
  37. 37. UX Strategy: Basic Expectations ‣Be on the lookout for failed and missing expectations. ‣Missing a basic expectation causes extreme frustration. ‣Beware of the death of a thousand cuts. ‣Lots of missed expectations opens the doors for competitors.
  38. 38. 5 Generating Excitement with Pleasure, Flow, and Meaning
  39. 39. ☺ ☹ Make it all delightful Customer Journey Map
  40. 40. Investment UserSatisfaction Excitement Generators The Kano Model Frustration Delight
  41. 41. Investment Excitement Generators The Kano Model Delight Pleasure Flow Dana Chisnell’s 3 Approaches to Delight Meaning
  42. 42. Purchase price: $3.00 Selling price: $193.50 Designing for Pleasure
  43. 43. Spent Budget at Walmart: 89% Spent Budget at Crutchfield: 237%
  44. 44. Investment Excitement Generators The Kano Model Delight Dana Chisnell’s 3 Approaches to Delight Pleasure Flow Meaning
  45. 45. Designing for Flow
  46. 46. Credit Dan Rubin
  47. 47. Investment Excitement Generators The Kano Model Delight Dana Chisnell’s 3 Approaches to Delight Pleasure Flow Meaning
  48. 48. Designing for Meaning
  49. 49. United
  50. 50. Investment Excitement Generators The Kano Model Delight Dana Chisnell’s 3 Approaches to Delight Pleasure Flow Meaning
  51. 51. Investment UserSatisfaction Performance Payoff Basic Expectations Excitement Generators The Kano Model TIM E
  52. 52. 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. ‣Delighters will eventually become basic expectations.
  53. 53. 6The role of innovation
  54. 54. ☺ ☹ Current experience Aspirational experience Innovation Innovation is how we raise the current experience to meet our aspirations Customer Journey Map
  55. 55. Intuit
  56. 56. Turbotax SnapTax
  57. 57. Innovation
  58. 58. Innovation is not adding new inventions. Innovation is adding new value.
  59. 59. Building 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 become basic expectations. ‣ Innovate with baby steps to the aspirational experience.
  60. 60. UnicornInstitute.com
  61. 61. @jmspool jspool@uie.com 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.

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