Creating products for customer delight using KANO
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This document discusses using Kano analysis and user experience design techniques to create products that delight customers. It recommends engaging cross-functional teams to understand user needs and prioritize requirements. It also promotes using tools like user stories, story mapping, and concept sketching to clarify goals and discover opportunities. By analyzing which features are basic, satisfying, or delightful using Kano analysis, teams can focus design efforts on meeting expectations and finding inexpensive ways to delight customers. The document emphasizes that user experience is a collaborative journey requiring partnership between different roles.
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Creating products for customer delight using KANO
- 1. Creating products for customer delight using KANO Ranjeet Tayi ranjeettayi.com ranjeettayi@gmail.com
- 2. “everyone is a designer” ~Naomi Cleaver
- 3. • Bad Design • Poor User Experience and lack of quality • Missing clarity of the vision • Unclear or poorly defined requirements • Lack of understanding of users • New features instead of solving critical customer problems • Silos and poor communication • Prioritization Issues & Product Debt. • Wrong choices • Others Why does Design fail?
- 4. Ranjeet Tayi Director, User Experience (AI & Cross Product Experience) - Informatica Advisory Council - California State University, East Bay – Customer Experience Advisory Board –UX Quality Certification Center (UXQCC) & Odisha Design Council Co-Chair & Core Team – UMO.Design & UX India conference • 18 Years in Product UX Design • MA - Advertising + M.Phil. - Mass Communication + Dip. - Design Management • Designer, Mentor, Community Builder, Design Entrepreneur • #AI experience #Cross Product UX #ProductDesign #DataAnalytics I’m a Designer
- 6. Good news is… • Engage and influence the cross-functional team to collaborate • Get clarity on the requirements and prioritization • Create empathy for users • Align the team around the business opportunity Good news is… We have better tools
- 7. Engineering Product Management User Experience What’s needed and therefor valuable What’s usable, useful and desirable What's possible and what’s not 3 legs of a product development TARGETED USER NEEDS + GOALS BUSINESS PRODUCT THINKING MINDSET
- 8. “Kano Analysis is a powerful technique to analyze and address customer needs”
- 9. Kano Analysis Assess How much do you need to invest? Will the investment satisfy customers? Are we investing too much on basics? Are we only meeting basic expectations? How can we delight customers inexpensively? Delighters become satisfiers, then basics Rationale Understand where to focus design energy Discover if feature space is rich enough Identifying IP opportunities What are you investing in?
- 10. Start with User Stories Bad User Story Good User Story • Who • What • Why User stories is a short description telling us what user want and why they want it.
- 11. User Story Cards
- 12. Story Maps Maps • Provide a holistic overview of the product • Map out the user’s experience over time • Show relationships + priorities of stories • Help identify holes + omissions • Allow prioritization of stories • Facilitate on-going communication + understanding • Enable rich discussions Rationale Make the backlog 3-dimensional and actionable Understand the big picture, relationships, and flows “A story map provides a visual representation of the overall piece of work you're trying to accomplish at a glance, rather than trying to keep it held up in documents.” – Uxmag
- 17. Delighter Satisfier Expected Usage over time Priority P1 P2 P3 P1 P2 P3 Story Mapping + KANO THEME EPIC STORIES
- 18. Have rich conversations and map stories collaboratively
- 19. Map the stories – Example 1 THEME EPIC STORIES Usage over time Priority P0 P1 P2
- 20. More Story Maps
- 21. Kano Results Themes: 9 | Epics: 21 | Stories: 78 Story priorities: P1: 48 | P2: 24 | P3: 5 Kano analysis results: (Example: Data Protection) Basic (Must have): 45 | Satisfier: 20 | Delighter: 7
- 23. UX DEV PM Doc Others QA User experience is a collaborative journey leading to business and customer success!
- 24. Thank You! The Experience Makes the Product, Not the Features Ranjeet Tayi www.ranjeettayi.com ranjeettayi@gmail.com DESIGN → DE$IGN PM and UX partnership will drive
Editor's Notes
- Many companies agree that the right implementation of the UX design process can lead to product success, and subsequently, a higher return of investment (ROI). “Every dollar spent on UX brings in between $2 and $100 dollars in return.” However, many companies fail to achieve a return of investment spent on the UX design process. Who in the audience can tell us about the reasons behind the UX process failing to achieve its goals? Some factors as the reasons behind the user experience of a product failing are: lack of clarity of the big picture, product requirements that are poorly or partially defined, not knowing who the real users are. Even if you know your users, adding features rather than solving real customers’ issues, and finally poor communication and collaboration within the ux team and across teams ------------- Source: https://www.designorate.com/failed-ux-design-process/: article, “Dollars and Sense: The Business Case For Investing in UI Design,” Peter Eckert
- But the good news is we can avoid these issues by initiating and conducting UX discovery workshops. We at Informatica have tried various methods with different audiences such as Marketing, Sales, PMs, and Dev. We usually don’t start a UX project without kicking off a discovery workshop. In discovery workshops, we as facilitators try to focus a team of designers, developers, and business stakeholders, from product management to sales to collaborate. We build robust scenarios and activities to understand the requirements and get outcomes. We focus on users, create solutions for difficult problems, and build out solutions for users. Ultimately, we bring different teams together for a common goal. Today, we want to share this framework with you.
- But the good news is we can avoid these issues by initiating and conducting UX discovery workshops. We at Informatica have tried various methods with different audiences such as Marketing, Sales, PMs, and Dev. We usually don’t start a UX project without kicking off a discovery workshop. In discovery workshops, we as facilitators try to focus a team of designers, developers, and business stakeholders, from product management to sales to collaborate. We build robust scenarios and activities to understand the requirements and get outcomes. We focus on users, create solutions for difficult problems, and build out solutions for users. Ultimately, we bring different teams together for a common goal. Today, we want to share this framework with you.
- Dr.Noriaki Kano - 1980
- User stories are short descriptions - a sentence or two - describing what users want and why they want it. It has three components: Who What Why This typically written in the format: As a <type of user>, I want <something>, so that I <get some benefit> User stories are intended to foster collaboration and communication. UX designers can review user stories and begin the task of design. Development can also review user stories and start planning their development effort.
- We define user stories as Theme / Epic / and Story to group the story cards easily. We also color code them as orange for theme, blue for epic, and yellow for story to easily differentiate them during story mapping. Each story includes the persona. For example a story might look like: As a product admin, I want to get actionable product usage data so that monitoring and upgrading tasks would be more effective. Before workshop, we create detailed story cards based on input from the PMs. We also print enough color-coded empty cards for missing requirements.
- There are different methods to prioritize user stories. We use Kano Analysis during our workshops. Kano model says that a product is about more than just functionality. It is also about customers' emotions. How Does the Kano Model Work? The model assigns three types of attributes to products: 1. Basic expectations. These are the basic features that customers expect a product to have. For example, I have been traveling recently to visit customers. When I book a hotel, I would expect hot water and a bed with clean linen as an absolute minimum. 2. Satisfiers. These elements are not absolutely necessary, but they increase a customer's enjoyment of the product. Returning to our example, I'd be pleased to discover that my hotel room has free superfast broadband and an HD TV, when I'd normally expect to find free wi-fi and a standard TV. 3. Delighters. These are the surprise elements that can really boost your product’s competitive edge. They are the features that customers don't even know they want, but are delighted with when they find them. In my hotel room, I was delighted to find a couple of complimentary Belgian chocolates that had been left on my bed.
- We have done all the preparation and planning before the workshop. What is next?
- In these story mapping examples, you see that There is a legend to understand the colors. We review user story cards & use empty cards for missing requirements. We collaboratively, map stories over timeline sequentially, get agreement, and finalize the story map. We also include persona & UX impact for each story. Finally, we invite executives to review the created story map.
- In these story mapping examples, you see that There is a legend to understand the colors. We review user story cards & use empty cards for missing requirements. We collaboratively, map stories over timeline sequentially, get agreement, and finalize the story map. We also include persona & UX impact for each story. Finally, we invite executives to review the created story map.
- Kano analysis help us understand where to focus design energy. This is the summary of story mapping and Kano Analysis exercises for a Data protection project. It includes the number of themes, epics, and user stories as well as their prioritization. Number of basic expectations, satisfiers and delighters
- Sketching is a powerful process to use; because it always helps us discover the best ideas and solutions to a design problem, especially when we co-create and sketch in teams. We create groups of different functions such as PM, QA, Dev, Sales, Marketing and identify a lead. They ideate, sketch, and brainstorm design ideas for top 3 use-cases. Then each group presents their best ideas. Afterward, the whole team votes for the best design concept. We collaboratively discuss, finalize & document the design concepts. Our cross-functional team have told us that this is one of their most favorite parts of a UX discovery workshops.
- Creating good user experience is not simple. We, as UX professionals, should take the lead and bring the team together to influence product strategy and to go through this collaborative journey toward the business goals.