THE BASELINE IS SHIFTING• Joseph Dickerson• UX Architect
THE KANO MODEL• TheKANO Model is used in product development and looks at customer preferences in four key categories • Delighters • Satisﬁers (or Value-Adds) • Expected (Baseline or “hygiene”) • Detractors
THE KANO MODEL• What is interesting in the KANO Model is it shifts over time… • What was at one time a Satisﬁer becomes expected - the new baseline • This is happening EVERYWHERE, in all industries - heres some examples
MOBILE• "Mygod, she was born in the 80s! She actually uses a mobile phone to MAKE CALLS!" • Troy, on Community
MOBILE• Expectations of what a phone can do have obviously shifted over the past 5 years - the new normal is that phones are computing devices• Any app you produce is competing not just with other apps in your "space" but the best app on the platform• Design and usability is absolutely critical to stand out
CUSTOMER SERVICE• Customers are expecting more value from their money and companies that provide those "delighters" are succeeding, while organizations that dont… arent • Succeeding: Amazon, Apple, Target, Zappos • Failing: Best Buy, Circuit City, K-Mart, eBay, Blockbuster• Just opening the door is not enough
"EXPERIENCE SENSITIVITY"• People expect more, and are more sensitive and vocal when bad experiences happen • Usedto be they would complain to friends & family... • Now, they shout online, in public forums, in social media like Twitter and Facebook • Be there, be aware, and have a plan on how to respond
CONCLUSION• Thiscentury is going to be ALL ABOUT shifting baselines – the old ways of marketing, customer support, product design, development, production… it’s going to go away or change, dramatically.• And the new baseline will have an unknown “use by” date.• Start adjusting now.
MORE INFO• At http://www.josephdickerson.com• ...on twitter: @josephdickerson• …or just Google me.