Building a Winning UX Strategy from the Kano Model (Jared Spool) ProductCamp Boston May 2013

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Building a Winning UX Strategy from the Kano Model (Jared Spool) ProductCamp Boston May 2013

  1. 1. Build aWinning UX Strategyfrom the Kano ModelUserInterfaceEngineeringJared M. Spool (@jmspool)New York TimesBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 1
  2. 2. Free room serviceFree bar tabFree hotel-spa massageFree room upgradeBroken A/CNo shower hot waterSloppy room serviceRude serviceSlow elevatorsStill-frozen piesBroken glass in publicspacesDelighters FrustratersCustomer Journey Map☺☹SearchingforproductReviewingproductDecidingonpurchaseAddingtocartShippinginformationBillinginformationPaymentinformationConfirmorderDone!Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 2
  3. 3. Customer Journey Map☺☹DelightedFrustrated?Delicious?or Edible?Would you rather eat food that isSatisfactory?Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 3
  4. 4. Very Delicious?orVery Edible?Does “Very Satisified” meanWhat Does Satisfied Mean?Customer Journey Map☺☹DelightedFrustratedSatisfiedBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 4
  5. 5. UX Strategy:Move our users fromfrustrated 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 StrategyBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 5
  6. 6. Free room serviceFree bar tabFree hotel-spa massageFree room upgradeBroken A/CNo shower hot waterSloppy room serviceRude serviceSlow elevatorsStill-frozen piesBroken glass in publicspacesDelighters FrustratersBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 6
  7. 7. Noriaki KanoInvestmentUserSatisfactionPerformancePayoffBasic ExpectationsExcitementGeneratorsTheKanoModelFrustrationDelightBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 7
  8. 8. InvestmentUserSatisfactionPerformancePayoffBasic ExpectationsExcitementGeneratorsTheKanoModelTIMEInvestmentUserSatisfactionPerformancePayoffTheKanoModelFrustrationDelightBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 8
  9. 9. Apple.comFeatureRelease 1.0 Feature FeatureFeatureRelease 1.5 Feature Feature FeatureFeatureRelease 2.0 Feature Feature Feature Feature FeatureRelease 6.0F F F F F F F F F FF F F F F F F F F FRelease 7.0F FFFFCompetitorF FFFFFeature Feature Feature Feature FeatureBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 9
  10. 10. Features ComplexityExperience RotExperience37Signals - Getting RealBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 10
  11. 11. UX Strategy:Performance PayoffCarefully curate features to match the experience visionPrune out experience rot with each releaseJust because you can doesn’t mean you shouldInvestmentUserSatisfactionBasic ExpectationsTheKanoModelFrustrationDelightBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 11
  12. 12. NetflixBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 12
  13. 13. NetflixAppleBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 13
  14. 14. theamazingios6maps.tumblr.comInvestmentUserSatisfactionBasic ExpectationsTheKanoModelFrustrationDelightWe can screw this upCan never get aboveneutral satisfactionBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 14
  15. 15. Ignore the design’s consistency.Focus on the user’s expectations.UX Strategy:Basic ExpectationsBe on the lookout for failed and missed expectationsMissing a basic expectation causes extreme frustrationBeware of the death of a thousand cutsLots of missed expectations opens up doors for competitorsBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 15
  16. 16. InvestmentUserSatisfactionExcitementGeneratorsTheKanoModelFrustrationDelightCustomer Journey Map☺☹Make it all delightfulBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 16
  17. 17. InvestmentExcitementGeneratorsDelightPleasureFlowMeaningDana Chisnell’s 3 Approaches To DelightMailchimpBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 17
  18. 18. Mailchimp’s Tone & Voice GuidelinesProgressiveBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 18
  19. 19. ProgressiveProgressiveBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 19
  20. 20. ProgressiveSiteBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 20
  21. 21. United AirlinesAppleA collection of small features canadd up to an innovative offeringBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 21
  22. 22. Customer Journey Map☺☹Current experienceAspirational experienceInnovationInnovation is how weraise the current experienceto meet our aspirationsUX Strategy:Excitement Generators3 approaches to delight (from Dana Chisnell’s research)Pleasure, Flow, and MeaningPleasure is least expensive, meaning is hardest to do wellIf basic expectations are not met, delight won’t happenMissed expectations break flowDelighters will eventually become basic expectationsInnovation can come from small bundles of delightersBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 22
  23. 23. UnconsciousCompetenceConsciousCompetenceConsciousIncompetenceUnconsciousIncompetenceUXTacticsMonitor customer support channels for missing expectationsConduct field studies to look for basic expectations andidentify excitement generatorsUse advanced lab research to monitor for new basic expectationsInterview-based task designInherent value testsBuilding a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com© Copyright 2013, User Interface Engineering. All Rights Reserved. 23
  24. 24. Build a Winning UX Strategyfrom the Kano ModelPrune features to avoid experience rotDiligently scour the experience for missed expectationsUse pleasure, flow, and meaning to identify possible delightersRemember delighters eventually become basic expectationsDon’t get comfortable inside unconscious incompetence@jmspooljspool@uie.comuie.comFind me at:Copyright © 2013 User Interface EngineeringGo 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

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