UX for Lean Products

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A common thread that unites User Experience Architect across disciplines is that we’re often deeply involved in research activities to analyze user needs and business goals. Following which, the challenge is to synthesize the data and present recommendation in a form that clients can easily understand.

Published in: Design, Business, Technology

UX for Lean Products

  1. 1. Half, Not Half-AssedBy Donald Lim
  2. 2. Lean means compromisedExperience?Share experience of a product you manage ordesign get compromised?
  3. 3. It means to do as little as possible so you can learn if you did the right thing or not Why? MVP Manage resources and prevent scope creepAims to design an experience thatallows user to achieve their objectivewell GoodWhy?To ensure it’s a useful product that is UXdesirable to use
  4. 4. A Balancing Act for Good Product Market desirability Technological Business feasibility viability
  5. 5. Focus on Desirability,Optimize for Feasibility and Viability1. Think what could make an awesome product2. Evaluating what’s the minimum to make it relevant & good3. Design for it
  6. 6. Evaluating what’s theminimum to make it relevant& good
  7. 7. About KANO MODELby Kanō Noriaki (狩野紀昭 )Kano challenged the conventional beliefsthat improving each attribute of acompanys product or service will lead toincreased customer satisfaction.Kano believed that not all attributes ofproduct or service performance are equalin the eyes of the customer, and that someattributes create higher levels of customersatisfaction than others.
  8. 8. 3 Core Tenets1. Value attracts customers2. Quality keeps customers & build loyalty3. Innovation is necessary to differentiate and compete in the market
  9. 9. 2 Dimension Customer very satisfied Level of Satisfaction Execution QualityExecuted poorly Executedor not at all very well Customer very dissatisfied
  10. 10. 3 Core Type of Attribute1. Hygiene2. Performance3. Excitement
  11. 11. HygieneNeeds / Attributes / Features that are expected, assumed, givenThe basic factors
  12. 12. Kano Model Customer very satisfiedExecuted poorly Executedor not at all very well Hygiene Satisfying basic minimizes dissatisfaction. Absence or poor execution leads to great dissatisfaction. Customer very dissatisfied
  13. 13. HygieneAbsence of these features will cause dissatisfaction,but no amount of execution quality will cause positivesatisfaction, it will only minimize dissatisfaction
  14. 14. Hygiene – ExampleNo toilet roll in cubicle  Very dissatisfied10 toilet roll in cubicle  Okay, so what?No forget password  DissatisfiedSuper efficient password recovery  Okay, move on
  15. 15. Hygiene - NatureNothing exciting  Customer unlikely to list it as itsexpectedUncover by studying the environment and observerepeating pattern
  16. 16. PerformanceNeed that are consciously evaluated by the customer and at the top of their minds when evaluating a product
  17. 17. Kano Model Customer very satisfied Performance Performance needs yield a proportional satisfaction for an investment in execution qualityExecuted poorly Executedor not at all very well Customer very dissatisfied
  18. 18. PerformanceSatisfaction is proportional to the quality of thefeature.Poor quality  WTF? Why even bother?Standard quality  Didn’t notice it was there beforeGood quality  Ahh, this is how it should be done
  19. 19. Performance – ExampleLow car mileage  WTF? It suck like a jetplane minus the speedHigh car mileage  Let’s drive across the road!Website loading time 30 sec  Why am I still here?Website loading time 0.005 sec  Why is not every site like that? 
  20. 20. Performance- NatureEasiest to ascertain from customer as they are‘stated’ needs. User survey, focus group, etc.
  21. 21. DelightQualities that deliver “Buzz”. The wows, unique selling proposition, differentiator, innovations
  22. 22. Kano Model Customer very satisfied Delight Excitement needs delight when present but no dissatisfaction when notExecuted poorly Executedor not at all very well Customer very dissatisfied
  23. 23. DelightPresence of these will delight customer and increasesatisfaction. Absence won’t cause dissatisfaction.
  24. 24. Delight – ExampleInternet access on plane  Holy sh*t! I can Facebook if this plane got highjack!24 hr online chat support  Awesome!
  25. 25. Delight - NatureReally hard to come by. Require an understanding of‘latent need’ which can only really be understoodthrough observation or incredible genius intuition.
  26. 26. Basic Kano Model Delight Excitement needs delight when Customer very satisfied present but no dissatisfaction when not Performance Performance needs yield a proportional satisfaction for an investment in execution qualityExecuted poorly Executedor not at all very well Hygiene Satisfying basic minimizes dissatisfaction. Absence or poor execution leads to great dissatisfaction. Customer very dissatisfied
  27. 27. Evaluate Type of FeatureFeature H, P, DForgetPasswordAlso buy (crowdwisdom)Share widgetZoom viewChat featureEditor Review
  28. 28. Evaluate Type of FeatureFeature H, P, DForget HygienePasswordAlso buy (crowd Delightwisdom)Share widget HygieneZoom view DelightChat feature DelightEditor Review Performance
  29. 29. I have a list of Basic,Performance and Delight…Now what?
  30. 30. Accounting for Feasibility1. Type  Presentation (FE)  Logic (BE)  Integration (SI)2. Skill Required / Complexity  Low, Med, High3. Time  Estimated Hour
  31. 31. Evaluation Table ExampleFeature H, P, D Tech Complexity To achieve minimum thresholdForget HygienePasswordAlso buy (crowd Delightwisdom)Share widget HygieneZoom view DelightChat feature DelightEditor Review Performance
  32. 32. Evaluation Table ExampleFeature H, P, D Tech Complexity To achieve minimum thresholdForget Hygiene Low B / 2PasswordAlso buy (crowd Delight High B / 40wisdom)Share widget Hygiene Low F / 2Zoom view Delight Low F / 3Chat feature Delight Med B / 8Editor Review Performance Med B / 10
  33. 33. Which has better ROI? Customer very satisfied Highly attractive High Value AddedExecuted poorly Executedor not at all very well Critical Customer very dissatisfied
  34. 34. Which to focus?1. Fulfil the Critical2. Pick a few Highly Attractive3. Spend more effort on a few High Value AddedAs the gradient become gentler, it means ROI islow. This might be a feature you want to drop.
  35. 35. Err… but my business needto be sustainable…
  36. 36. Evaluation Table ExampleFeature H, P, D Tech Business Business Complexity Benefit Cost To achieve minimum thresholdForget Hygiene Low B / 2PasswordAlso buy (crowd Delight High B / 40wisdom)Share widget Hygiene Low F / 2Zoom view Delight Low F / 3Chat feature Delight Med B / 8Editor Review Performance Med B / 10
  37. 37. Evaluation Table ExampleFeature H, P, D Tech Business Business Complexity Benefit Cost To achieve minimum thresholdForget Hygiene Low B / 2 Less contact us -PasswordAlso buy (crowd Delight High B / 40 Higher sales -wisdom)Share widget Hygiene Low F / 2 Higher traffic -Zoom view Delight Low F / 3 - High volume of high res imageChat feature Delight Med B / 8 Higher visitor Dedicated team retention > of service officer Higher salesEditor Review Performance Med B / 10 Higher traffic > Dedicated Expert branding writers
  38. 38. So I just choose based onROI for user, business andeffort right?
  39. 39. Almost… butOver time, excitement needs becomeperformance needs, then basic needs.The innovations of tomorrow, will become thehygiene factors of yesterday
  40. 40. Feature and need are not timeless Customer very satisfied Delight PerformanceExecuted poorly Executedor not at all very well Basic Customer very dissatisfied
  41. 41. Evaluation Table ExampleFeature B, P, D Tech Business Business Time Complexity Benefit Cost Criticality To achieve minimum thresholdForget Hygiene Low B / 2 Less contact -Password usAlso buy Delight High B / 40 Higher sales -(crowdwisdom)Share widget Hygiene Low F / 2 Higher traffic -Zoom view Delight Low F / 3 - High volume of high res imageChat feature Delight Med B / 8 Higher visitor Dedicated retention > team of Higher sales service officerEditor Performance Med B / 10 Higher traffic DedicatedReview > Expert writers branding
  42. 42. Evaluation Table ExampleFeature B, P, D Tech Business Business Time Complexity Benefit Cost Criticality To achieve minimum thresholdForget Hygiene Low B / 2 Less contact - LowPassword usAlso buy Delight High B / 40 Higher sales - High(crowdwisdom)Share widget Hygiene Low F / 2 Higher traffic - LowZoom view Delight Low F / 3 - High volume Low of high res imageChat feature Delight Med B / 8 Higher visitor Dedicated Med retention > team of Higher sales service officerEditor Performance Med B / 10 Higher traffic Dedicated LowReview > Expert writers branding
  43. 43. What Is Shared?1. What is the Kano Model2. How to estimate effort and feasibility3. Accounting for business viability4. How to see high ROI feature5. Recognizing time sensitivity6.MVP ≠ Bad UX
  44. 44. ValueFor PM: Make informed decision. Control scope creepFor UX/Designer: Help guide design decisionsFor Marketer: Sell the delight factors, people don’t need to be told of hygiene factorsFor Developer: Help ensures all hygiene factor is there before concentrating on the delight factors.

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