Delight 2013 - Jared Spool of UIE
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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.
Delight 2013 - Jared Spool of UIE
- @jmspool Jared M. Spool Build a Winning UX Strategy from the Kano Model
- 1How satisfied can you get?
- 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
- Customer Journey Map ☺ ☹ Searchingforahotel Reviewingtheproperty Reviewingroomrates Startbooking Guestinformation Billinginformation Paymentinformation Confirmbooking Done!
- ☺ ☹ ? Frustrating Experiences Delightful Experiences
- ? Delicious? Edible? Satisfactory?
- What does Extremely Satisfied Mean? Extremely Delicious? Extremely Edible?
- ☺ ☹ ? Frustrating Experiences Delightful Experiences
- Frustrating Experiences Usable Experiences Delightful Experiences Just don’t suck Be delightful ☺ ☹
- Not Sucky Delightful≠ Frustration Removed Delight Added
- 2How much do we invest to get delight?
- UX Strategy: Moving our users from frustrated to delighted.
- 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?
- 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
- Noriaki Kano
- Investment UserSatisfaction Performance Payoff Basic Expectations Excitement Generators The Kano Model Frustration Delight
- 3The Plague of Experience Rot
- Investment UserSatisfaction Performance Payoff The Kano Model Frustration Delight
- FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature Release 1.0
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- Experience Rot Features Complexity Experience
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- 7.0 Competitor Release FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
- 37Signals: Getting Real
- 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.
- 4Great Expectations
- Investment UserSatisfaction Basic Expectations The Kano Model Frustration Delight
- Apple Maps
- Investment UserSatisfaction Basic Expectations The Kano Model Frustration Delight ‣Can never get above neutral satisfaction. ‣We can only screw this up.
- 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.
- 5 Generating Excitement with Pleasure, Flow, and Meaning
- ☺ ☹ Make it all delightful Customer Journey Map
- Investment UserSatisfaction Excitement Generators The Kano Model Frustration Delight
- Investment Excitement Generators The Kano Model Delight Pleasure Flow Dana Chisnell’s 3 Approaches to Delight Meaning
- Purchase price: $3.00 Selling price: $193.50 Designing for Pleasure
- Spent Budget at Walmart: 89% Spent Budget at Crutchfield: 237%
- Investment Excitement Generators The Kano Model Delight Dana Chisnell’s 3 Approaches to Delight Pleasure Flow Meaning
- Designing for Flow
- Credit Dan Rubin
- Investment Excitement Generators The Kano Model Delight Dana Chisnell’s 3 Approaches to Delight Pleasure Flow Meaning
- Designing for Meaning
- United
- Investment Excitement Generators The Kano Model Delight Dana Chisnell’s 3 Approaches to Delight Pleasure Flow Meaning
- Investment UserSatisfaction Performance Payoff Basic Expectations Excitement Generators The Kano Model TIM E
- 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.
- 6The role of innovation
- ☺ ☹ Current experience Aspirational experience Innovation Innovation is how we raise the current experience to meet our aspirations Customer Journey Map
- Intuit
- Turbotax SnapTax
- Innovation
- Innovation is not adding new inventions. Innovation is adding new value.
- 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.
- UnicornInstitute.com
- @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.