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Delightful Design with the Kano Model (WordCamp Toronto 2015)

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What makes digital products go from 'good', to 'great', and then 'really, really great'? Check out the Kano Model, a framework that identifies the three things to watch for every time we build something for our users. How do we turn our digital products into unique offerings in the marketplace? The Kano Model has an answer for that!

Presented at WordCamp Toronto (October 3-4, 2015).

Published in: Design
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Delightful Design with the Kano Model (WordCamp Toronto 2015)

  1. 1. Jesse Emmanuel Rosario @jemrosario Delightful Design with the Kano Model
  2. 2. WordCampToronto 2015 | October 3-4, 2015 •  User Experience Specialist, Analy3cal Engine Interac3ve, Inc. (Toronto, ON) About Me @jemrosario #WCTO SLIDES HERE: http://ow.ly/SWLQq
  3. 3. WordCampToronto 2015 | October 3-4, 2015 PHOTO BY Aaron Vincent Elkaim (THE CANADIAN PRESS) Suppose you were flying home for the holidays…
  4. 4. WordCampToronto 2015 | October 3-4, 2015 Hi! I’m Mary from (airline carrier). You told us through Twitter that you’re flying with us today. So we got you a little surprise to wish you a lovely holiday!
  5. 5. WordCampToronto 2015 | October 3-4, 2015 What would you feel if your were treated to this kind of surprise? Awed Surprised Entertained Amazed Delighted KLM Happy Holidays Flight
  6. 6. WordCampToronto 2015 | October 3-4, 2015 KLM Surprise (2010) PR Campaign Boondoggle Amsterdam
  7. 7. WordCampToronto 2015 | October 3-4, 2015 KLM Surprise (2010) “Over 1,000,000 impressions on Twitter alone. And a Cannes Lions Award for PR”
  8. 8. WordCampToronto 2015 | October 3-4, 2015 FACT: Designers and developers haven’t been talking about delivering delight to our users because... …we’re really just trying not to make that last website we built… suck L
  9. 9. WordCampToronto 2015 | October 3-4, 2015 electrifying>mes.com (From Buzzfeed’s “20 Hilariously Terrible Corporate Websites”) •  Our design standards hinged on making sure that things are func>onal, reliable and rela3vely usable. For as long as it gets the job done – i.e. “Let’s have a website!” – it was good.
  10. 10. WordCampToronto 2015 | October 3-4, 2015 But things have changed… tswi(na+on.tumblr.com
  11. 11. WordCampToronto 2015 | October 3-4, 2015 functional reliable usable functional reliable usable pleasurable OLD WORLD (“survival mode”) NEW WORLD (delivering delight) Aarron Walter, Designing for Emotion (2011)
  12. 12. WordCampToronto 2015 | October 3-4, 2015 So how do we deliver such ‘delight’ to our users? TODAY’S AGENDA: –  Overview of the Kano Model –  Using the Kano Model –  #KanoProblems –  Alterna3ve Ways to Use the Kano Model
  13. 13. WordCampToronto 2015 | October 3-4, 2015 •  A theory of customer sa3sfac3on that iden3fies the three types of product a_ributes and the investment involved in building them. •  Published in 1984, Journal of the Japanese Society for Quality Control The Kano Model Noriaki Kano
  14. 14. WordCampToronto 2015 | October 3-4, 2015 DELIGHT DISGUST POOR EXECUTION AMAZING EXECUTION Satisfiers
  15. 15. WordCampToronto 2015 | October 3-4, 2015 Sa>sfiers are oden your most explicitly stated, “desired” quali3es. The more these desired quali3es are on the product, the happier customers are.
  16. 16. WordCampToronto 2015 | October 3-4, 2015 DELIGHT DISGUST POOR EXECUTION AMAZING EXECUTION Satisfiers Basic Expectations “Add a basic feature, nobody notices. But take them away, well then everyone loses their minds!”
  17. 17. WordCampToronto 2015 | October 3-4, 2015 •  sss Price??? Add to Cart??? [screams internally]
  18. 18. WordCampToronto 2015 | October 3-4, 2015 BOTTOM LINE: Don’t mess with basic expecta>ons. They may not generate a lot of delight when you have them. But lose it, and your users will go frustrated. Photo by Chuck Coker (Flickr)
  19. 19. WordCampToronto 2015 | October 3-4, 2015 DELIGHT DISGUST POOR EXECUTION AMAZING EXECUTION Satisfiers Basic Expectations Exciters/ Delighters
  20. 20. WordCampToronto 2015 | October 3-4, 2015 Delighters are your excitement generators. They bring the WOW factor into your product and set you apart from the compe33on. Slack’s visual design and super friendly microcopy Balsamiq’s Help Items (dinner suggestions, play background music, UX & design resources) In-car GPS
  21. 21. WordCampToronto 2015 | October 3-4, 2015 Great! So how do we use it?! J
  22. 22. WordCampToronto 2015 | October 3-4, 2015 •  STEP 1: Ask the Kano Ques>on Pair Using the Kano Model Func>onal Form Adapted from Mike Cohn, Agile Estimating and Planning (2005) How would you feel if (product) had (feature X)? Dysfunc>onal Form How would you feel if (product) did not have (feature X)?
  23. 23. WordCampToronto 2015 | October 3-4, 2015 •  STEP 1: Ask the Kano Ques>on Pair Using the Kano Model Func>onal Form Adapted from Mike Cohn, Agile Estimating and Planning (2005) How would you feel if elec:ons.ca had a ‘Find My Polling Sta:on’ tool/service? I like it I expect it I’m neutral I can live with it I dislike it Dysfunc>onal Form How would you feel if elec:ons.ca did not have a ‘Find My Polling Sta:on’ tool/service? I like it I expect it I’m neutral I can live with it I dislike it X X
  24. 24. WordCampToronto 2015 | October 3-4, 2015 •  STEP 2: Analyze all responses M – must-haves (i.e. basic expecta3ons) L – linear (i.e. sa3sfiers) E – exciters I – indifferent R - reverse Q - ques3onable Using the Kano Model (The feature being analyzed) Dysfunc>onal Ques>on Func>onal Ques>on Adapted from Mike Cohn, Agile Estimating and Planning (2005) Like Expect Neutral Live With Dislike Like Expect Neutral Live With Dislike Q E E E L R I I I M R I I I M R I I I M R R R R Q
  25. 25. WordCampToronto 2015 | October 3-4, 2015 •  STEP 2: Analyze all responses M – must-haves (i.e. basic expecta3ons) L – linear (i.e. sa3sfiers) E – exciters I – indifferent R - reverse Q - ques3onable Using the Kano Model FEATURE: Find my polling sta3on on elec3ons.ca NOT AVAILABLE AVAILABLE Adapted from Mike Cohn, Agile Estimating and Planning (2005) Like Expect Neutral Live With Dislike Like Expect Neutral Live With Dislike Q E E E L R I I I M R I I I M R I I I M R R R R Q
  26. 26. WordCampToronto 2015 | October 3-4, 2015 •  STEP 2: Analyze all responses M – must-haves (i.e. basic expecta3ons) L – linear (i.e. sa3sfiers) E – exciters I – indifferent R - reverse Q - ques3onable Using the Kano Model FEATURE: Find my polling sta3on on elec3ons.ca NOT AVAILABLE AVAILABLE Adapted from Mike Cohn, Agile Estimating and Planning (2005) Like Expect Neutral Live With Dislike Like Expect Neutral Live With Dislike Q E E E L R I I I M R I I I M R I I I M R R R R Q
  27. 27. WordCampToronto 2015 | October 3-4, 2015 •  STEP 3: Tally all responses to see which product features/ func>onali>es really maWer to your users. Using the Kano Model Feature/ Product Require- ment E L M I R Q Total Winning Category ‘Find My Polling Station’ 10 3 8 2 - - 23 E Adapted from Nitesh Verma (Xserve Consulting), http://www.slideshare.net/niteshv/kano-model-for-customer-needs
  28. 28. this thing is just too involved… P R O B L E M I don’t have the time. “User Research” is expensive. The product is simple enough to not warrant “user research”. We have bigger problems than what users want. We’re too busy for this sort of work. Users are stupid… let them figure it out!
  29. 29. WordCampToronto 2015 | October 3-4, 2015 #KanoProblems It’s a survey for heaven’s sake! :-
  30. 30. WordCampToronto 2015 | October 3-4, 2015 #KanoProblems 15 respondents (by the way, the image is Toronto’s dearly beloved ‘Lovebot’) 1 survey = 10 ques3ons 1 ques3on = 2 answers
  31. 31. WordCampToronto 2015 | October 3-4, 2015 #KanoProblems 15 respondents 150 ques3ons to answer 300 responses to analyze
  32. 32. WordCampToronto 2015 | October 3-4, 2015
  33. 33. WordCampToronto 2015 | October 3-4, 2015 Three ways the Kano Model can be useful to you beyond its traditional usage a.k.a. How the Kano Model has helped me do my job well… er, better.
  34. 34. WordCampToronto 2015 | October 3-4, 2015 •  Come up with a working feature list to: –  Iden3fy the product a_ributes/capabili3es you would like to see in the final product. –  See which might be a delighter, sa3sfiers, and basic expecta3on Build a Working Feature List Image from Leah Buley’s “The User Experience Team of One” (Rosenfeld Media, 2013)
  35. 35. WordCampToronto 2015 | October 3-4, 2015 •  Compare and contrast your compe33on’s product offering. •  Refer back to your feature list and then cross out features that may be bad news for you. Competitive Analysis
  36. 36. WordCampToronto 2015 | October 3-4, 2015 •  Use your best judgment on which features are exciters, sa3sfiers and basic expecta3ons. •  Back this up with user research (e.g. Kano survey, user interviews, secondary research) to build a solid case for the inclusion of this feature in the feature list. Prioritize the Feature List
  37. 37. WordCampToronto 2015 | October 3-4, 2015 Images from Leah Buley’s “The User Experience Team of One” (Rosenfeld Media, 2013)
  38. 38. WordCampToronto 2015 | October 3-4, 2015 Resources are limited; Users prefer simplicity R E M E M B E R “Users almost always prefer a simple product with fewer features executed extremely well over a feature-bloated product with a lot of capabilities that are executed only marginally well.” Leah Buley (@ugleah) Principal Analyst, Customer Experience at Forrester Research Author, The User ExperienceTeam of One (Rosenfeld Media, 2013)
  39. 39. WordCampToronto 2015 | October 3-4, 2015 To End… •  The Kano Model helps us iden3fy a product/ service’s exciters, sa>sfiers, and basic expecta>ons. •  Formal applica3on: Kano survey + analysis •  Informal applica3on: Feature ‘thinking’ and strategizing
  40. 40. WordCampToronto 2015 | October 3-4, 2015 •  Differen3a3on and innova3on happen at the delighter level. •  Over 3me, however, the delighter becomes the new normal and eventually, basic expecta>on. •  Customer needs change. Watch out for this and pivot accordingly. To End…
  41. 41. Jesse Emmanuel Rosario @jemrosario Delightful Design with the Kano Model Thank you! ;-)

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