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The Art of Things Not Done (by Sophie Dennis at #NUX5)

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The Art of Things Not Done: prioritising the user experience with the Kano model

Slides from the NUX5 talk by Sophie Dennis, Friday 7th October 2016.
2016.nuxconf.uk / nuxuk.org

Synopsis:

How often has your vision for transforming a user experience failed to survive contact with the twin enemies of time and budget? The truth is there will always be more you could deliver than you have the people, time or money for. We need to stop complaining about it, and start collaborating with our colleagues and stakeholders to work out how we can deliver the best experience with the resources we have.

Because it is possible to create great customer experiences, even in the face of extreme time and budget constraints, if we learn the art of doing less.

The art of doing less lies in identifying what you can and can’t cut without sacrificing the overall user experience. Sophie will show how the Kano Model can help you identify where to invest your efforts for maximum customer impact, and share a quick and simple way to collaborate with your team to prioritise, visualise and communicate a high-level delivery plan.

Published in: Design

The Art of Things Not Done (by Sophie Dennis at #NUX5)

  1. 1. Sophie Dennis 
 sophiedennis The Art of Things 
 Not Done NUX 2016 @ GDS Design Principles posters by Paul Downey @psd, github.com/psd/design-principles-doodles
  2. 2. sophiedennis@@sophiedennis Photo by Cena flic.kr/p/oRJfJo Obligatory cat picture
  3. 3. sophiedennis@ dream the impossible dream Photo by Mark Gunn flic.kr/p/iPk2n9
  4. 4. sophiedennis@ There is always more to build than you have the people, time and money for. Always. - Jeff Patton “
  5. 5. sophiedennis@ Time & Cost ScopeQuality
  6. 6. sophiedennis@ vs www.leatherman.co.uk/micra/20.html www.amazon.com/Wenger-16999-Swiss-Knife-Giant/dp/B001DZTJRQ Wenger Giant 87 tools 141 functions 9” long 32 oz Leatherman Micra 7 tools 10 functions 2.5” long 2 oz
  7. 7. sophiedennis@ Only being out of the country will keep me away from the next one The multi-disciplinary, grassroots community conference for digital makers in the 
 South West “
  8. 8. sophiedennis@ how do you deliver a kick- arse web conference for less than £10 a head? Time & Cost ScopeQuality
  9. 9. sophiedennis@ is a bad lunch better than no lunch?
  10. 10. sophiedennis@ Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Understanding the Kano Model - A Tool for Sophisticated Designers
 Jared Spool, UIE
 uie.com/articles/ kano_model/
 Leveraging the Kano Model for Optimal Results
 Jan Moorman, UX Mag 
 uxmag.com/articles/ leveraging-the-kano-model- for-optimal-results Kano Model
  11. 11. sophiedennis@ Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted One-dimensional Performance Pay Offs Understanding the Kano Model - A Tool for Sophisticated Designers
 Jared Spool, UIE
 uie.com/articles/ kano_model/
 Leveraging the Kano Model for Optimal Results
 Jan Moorman, UX Mag 
 uxmag.com/articles/ leveraging-the-kano-model- for-optimal-results e.g.
 Price Build quality Ease-of-use Car
 Fuel-efficiency Engine power Boot space Kano Model
  12. 12. sophiedennis@ Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted “Must Have” 
 Basic Expectations e.g.
 Brakes Tyres Kano Model One-dimensional Performance Pay Offs Understanding the Kano Model - A Tool for Sophisticated Designers
 Jared Spool, UIE
 uie.com/articles/ kano_model/
 Leveraging the Kano Model for Optimal Results
 Jan Moorman, UX Mag 
 uxmag.com/articles/ leveraging-the-kano-model- for-optimal-results
  13. 13. sophiedennis@ Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Attractive Excitement Generators e.g.
 Automated parking systems Kano Model “Must Have” 
 Basic Expectations One-dimensional Performance Pay Offs Understanding the Kano Model - A Tool for Sophisticated Designers
 Jared Spool, UIE
 uie.com/articles/ kano_model/
 Leveraging the Kano Model for Optimal Results
 Jan Moorman, UX Mag 
 uxmag.com/articles/ leveraging-the-kano-model- for-optimal-results
  14. 14. sophiedennis@ Lunch Cake! Meet Expectations Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Performance Pays Off Generate Excitement Absence may not disappoint Poor implementation 
 will disappoint or dissatisfy Best-of-breed implementation can delight Absence won’t disappoint Even poor implementation 
 can please users Good implementation can delight Drinking Water Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Absence highly unsatisfying Little difference in satisfaction between basic, good and best- of-breed implementation
  15. 15. sophiedennis@ Year 1
 Wow! There’s cake! Year 2
 These cakes aren't as good as last year Year 3
 What! No cake?! 😃 😐 😡
  16. 16. sophiedennis@ Expectation Escalation Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted “I expect it” “I love it!” “Must Have” 
 Basic Expectations Attractive Excitement Generators
  17. 17. sophiedennis@ Expectation Escalation Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Air conditioning (2015) “Must Have” 
 Basic Expectations Air conditioning (1995) Attractive Excitement Generators
  18. 18. sophiedennis@ Expectation Escalation Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Cars that park themselves (2025) “Must Have” 
 Basic Expectations Cars that park themselves (2015) Attractive Excitement Generators
  19. 19. sophiedennis@ Expectation Escalation Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted “I expect it” “I love it!” “Must Have” 
 Basic Expectations Attractive Excitement Generators
  20. 20. sophiedennis@ User Journey UserExperience Solid Closing Keynote ½  hour  sales  pitch Amazing  speaker   you  haven’t  seen   before
  21. 21. sophiedennis@ User Journey UserExperience Peak-End Rule
 People remember the best bit, the worst bit, and the end See, among others: Daniel Kahneman, Thinking Fast & Slow Peak End Solid Closing Keynote ½  hour  sales  pitch Amazing  speaker   you  haven’t  seen   before
  22. 22. sophiedennis@ End well Eliminate these Amplify these End Peak Peak-End Rule
 People remember the best bit, the worst bit, and the end See, among others: Daniel Kahneman, Thinking Fast & Slow User Journey UserExperience
  23. 23. sophiedennis@ Bad lunch? Cake! After Party? Make sure it doesn’t suck Definitely Peak-End Rule
 People remember the best bit, the worst bit, and the end See, among others: Daniel Kahneman, Thinking Fast & Slow User Journey UserExperience Eliminate it! End Peak
  24. 24. sophiedennis@ User Story Mapping – Jeff Patton ‘The New User Story Backlog is a Map’ jpattonassociates.com/the-new-backlog
  25. 25. sophiedennis@ Goal 
 (User Need) Story Story Story Story Story Story StoryStory Story Story Story Story Story StoryStory Story Story Story low high Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need) Task Task Task Task Task Task TaskTask Story Task Story priority start enduser journey User Story Mapping – Jeff Patton ‘The New User Story Backlog is a Map’ jpattonassociates.com/the-new-backlog
  26. 26. sophiedennis@ Story Story Story Story Story Story StoryStory Story Story Story Story Story StoryStory Story Story Story low high Task Task Task Task Task Task TaskTask Story Task Story priority start enduser journey shallow and wide Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need)
  27. 27. sophiedennis@ Story Story Story Story Story Story StoryStory Story Story Story Story Story StoryStory Story Story Story low high Task Task Task Task Task Task TaskTask Story Task Story priority start enduser journey shallow and wide Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need)
  28. 28. sophiedennis@ FirstreleaseFuturerelease shallow and wide low high priority start enduser journey Task Task Task Task Task Task TaskTask Task Story Story Story StoryStory StoryStory Story Story Story Story Story Story Story Story Story Story Story StoryStory Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need)
  29. 29. sophiedennis@ narrow and deep low high priority Story Story Story Story Story Story Story StoryStory start enduser journey Task Task Task Task Task Task TaskTask Task StoryStory Story Story Story StoryStory Story StoryStory Story Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need)
  30. 30. sophiedennis@ narrow and deep low high priority our product some other product Story Story Story Story Story Story Story StoryStory start enduser journey Task Task Task Task Task Task TaskTask Task StoryStory Story Story Story StoryStory Story StoryStory our future product Story Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need) Goal 
 (User Need)
  31. 31. sophiedennis@ Task 1 Feature
 ‘Must Have’ Task 2 Feature
 ‘Performance’ Task 3 Feature
 ‘Performance’ Task 4 Feature
 ‘Attractive’ Phase 1 Basic Basic Basic Basic Phase 2 Phase 3 Neutral Satisfied Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Neutral Neutral Minimum Viable Product? do a bit of everything Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted
  32. 32. sophiedennis@ Task 1 Feature
 ‘Must Have’ Task 2 Feature
 ‘Performance’ Task 3 Feature
 ‘Performance’ Task 4 Feature
 ‘Attractive’ Phase 1 Basic Basic Basic Basic Phase 2 Phase 3 Minimum Viable Product? Satisfied User Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Neutral SatisfiedNeutral Neutral
  33. 33. sophiedennis@ Minimum Viable Product?
 Do fewer things better Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Task 1 Feature
 ‘Must Have’ Task 2 Feature
 ‘Performance’ Task 3 Feature
 ‘Performance’ Task 4 Feature
 ‘Attractive’ Phase 1 Basic Basic Basic Phase 2 Phase 3
  34. 34. sophiedennis@ Do fewer things better Task 1 Feature
 ‘Must Have’ Task 2 Feature
 ‘Performance’ Task 3 Feature
 ‘Performance’ Task 4 Feature
 ‘Attractive’ Phase 1 Basic Basic Good Phase 2 Phase 3 Neutral DelightedNeutral Neutral Minimum Viable Product? Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted
  35. 35. sophiedennis@ Task 1 Feature
 ‘Must Have’ Task 2 Feature
 ‘Performance’ Task 3 Feature
 ‘Performance’ Task 4 Feature
 ‘Attractive’ Phase 1 Basic Basic Good Phase 2 Phase 3 Neutral DelightedNeutral Neutral Minimum Viable Product? Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Delighted User
  36. 36. sophiedennis@ Minimum Viable Experience Task 1 Feature
 ‘Must Have’ Task 2 Feature
 ‘Performance’ Task 3 Feature
 ‘Performance’ Task 4 Feature
 ‘Attractive’ Phase 1 Basic Basic Good Phase 2 Phase 3 Neutral DelightedNeutral Neutral Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Delighted User
  37. 37. sophiedennis@ Task 1 Feature
 ‘Must Have’ Task 2 Feature
 ‘Performance’ Task 3 Feature
 ‘Performance’ Task 4 Feature
 ‘Attractive’ Phase 1 Basic Basic Good Phase 2 Basic Good Good Phase 3 Good Best of Breed Good Delighted Minimum Viable Experience Delighted User Neutral DelightedNeutral Neutral Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Satisfied Satisfied
  38. 38. sophiedennis@ Advice for story mapping • Know your customer journey – their needs, motivations, behaviours and pain points • Use the Kano model to talk about how to deliver the best experience while doing less • Make it a whole team activity • Include anyone who thinks they make the final decision on priority and scope • Read Jeff Patton’s book to take it to the next level, and learn how to integrate with agile and lean UX practices Jeff Patton 
 User Story Mapping 
 The New User Story Backlog is a Map 
 jpattonassociates.com/the-new-backlog
  39. 39. Sophie Dennis 
 slideshare.net/sophiedennis The Art of Things 
 Not Done @ GDS Design Principles posters by Paul Downey @psd, github.com/psd/design-principles-doodles sophiedennis

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