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@jmspool
Jared M. Spool
Build a Winning
UX Strategy from
the Kano Model
1How satisfied
can you get?
Delighters Frustrators
Free room service
Free bar tab
Free hotel-spa massage
Free room upgrade
Broken room A/C
No hot water in shower
Sloppy room service
Rude service
Slow elevators
Still frozen pies at events
Broken glass in public areas
Customer Journey Map
☺
☹
Searchingforahotel
Reviewingtheproperty
Reviewingroomrates
Startbooking
Guestinformation
Billinginformation
Paymentinformation
Confirmbooking
Done!
☺
☹
?
Frustrating Experiences
Delightful Experiences
?
Delicious?
Edible?
Satisfactory?
What does Extremely Satisfied Mean?
Extremely Delicious?
Extremely Edible?
☺
☹
?
Frustrating Experiences
Delightful Experiences
Frustrating Experiences
Usable Experiences
Delightful Experiences
Just don’t suck
Be delightful
☺
☹
Not Sucky Delightful≠
Frustration
Removed
Delight
Added
2How much do
we invest to get
delight?
UX Strategy:
Moving our users
from frustrated to
delighted.
Building a Winning UX Strategy
What do you need to build?
How do you best allocate resources?
What can you say no to?
How do you tell if you’ve done a good job?
What makes you different from your competitors?
Where should you innovate?
How much should this cost?
Delighters Frustrators
Free room service
Free bar tab
Free hotel-spa massage
Free room upgrade
Broken room A/C
No hot water in shower
Sloppy room service
Rude service
Slow elevators
Still frozen pies at events
Broken glass in public areas
Noriaki Kano
Investment
UserSatisfaction
Performance
Payoff
Basic Expectations
Excitement
Generators
The
Kano
Model
Frustration
Delight
3The Plague of
Experience Rot
Investment
UserSatisfaction
Performance
Payoff
The
Kano
Model
Frustration
Delight
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
Release 1.0
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature
1.5Release
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature
2.0
FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
Release
3.0
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeatureFeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature
Release
3.0
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeatureFeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature
Release
4.0
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeatureFeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
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Release
5.0
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
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FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature
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Release
6.0
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeatureFeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
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FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
Release
Experience Rot
Features Complexity Experience
6.0
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeatureFeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
Release
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
6.0
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
FeatureFeatureFeature
Release
7.0
Competitor
Release
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
37Signals: Getting Real
UX Strategy:
Performance Payoff
‣Carefully curate features to match the
experience vision.
‣Prune out experience rot with each release.
‣Just because you can doesn’t mean you should.
4Great
Expectations
Investment
UserSatisfaction
Basic Expectations
The
Kano
Model
Frustration
Delight
Apple Maps
Investment
UserSatisfaction
Basic Expectations
The
Kano
Model
Frustration
Delight
‣Can never get above neutral
satisfaction.
‣We can only screw this up.
UX Strategy:
Basic Expectations
‣Be on the lookout for failed and missing expectations.
‣Missing a basic expectation causes extreme frustration.
‣Beware of the death of a thousand cuts.
‣Lots of missed expectations opens the doors for competitors.
5
Generating
Excitement with
Pleasure, Flow,
and Meaning
☺
☹
Make it all delightful
Customer Journey Map
Investment
UserSatisfaction
Excitement
Generators
The
Kano
Model
Frustration
Delight
Investment
Excitement
Generators
The
Kano
Model
Delight
Pleasure
Flow
Dana Chisnell’s 3 Approaches to Delight
Meaning
Purchase price: $3.00
Selling price: $193.50
Designing for Pleasure
Spent Budget at Walmart: 89%
Spent Budget at Crutchfield: 237%
Investment
Excitement
Generators
The
Kano
Model
Delight
Dana Chisnell’s 3 Approaches to Delight
Pleasure
Flow
Meaning
Designing for Flow
Credit Dan Rubin
Investment
Excitement
Generators
The
Kano
Model
Delight
Dana Chisnell’s 3 Approaches to Delight
Pleasure
Flow
Meaning
Designing for Meaning
United
Investment
Excitement
Generators
The
Kano
Model
Delight
Dana Chisnell’s 3 Approaches to Delight
Pleasure
Flow
Meaning
Investment
UserSatisfaction
Performance
Payoff
Basic Expectations
Excitement
Generators
The
Kano
Model
TIM
E
UX Strategy:
Excitement Generators
‣3 approaches to delight (from Dana Chisnell’s research)
‣ Pleasure, flow, and meaning
‣Pleasure is least expensive; meaning is hardest to do well.
‣Delighters will eventually become basic expectations.
6The role of
innovation
☺
☹
Current experience
Aspirational experience
Innovation
Innovation is how we
raise the current experience
to meet our aspirations
Customer Journey Map
Intuit
Turbotax SnapTax
Innovation
Innovation is not adding
new inventions.
Innovation is adding
new value.
Building a Winning
UX Strategy from
the Kano Model
‣ Prune features to avoid experience rot.
‣ Diligently scour the experience for missed expectations.
‣ Use pleasure, flow, and meaning to identify possible delighters.
‣ Remember delighters become basic expectations.
‣ Innovate with baby steps to the aspirational experience.
UnicornInstitute.com
@jmspool
jspool@uie.com
uie.com
Find me at:
Copyright © 2013 User Interface Engineering
Go ahead! Follow me on the Twitters.
Don’t forget to connect to me on the LinkedIn.

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