The presentation I gave at Digital Summit 2012 on how user expectations are changing. More on user experience at josephdickerson.com

1. THE BASELINE IS SHIFTING
• Joseph Dickerson
• UX Architect

2. THE KANO MODEL
• TheKANO Model is used in product development and
looks at customer preferences in four key categories
• Delighters
• Satisfiers (or Value-Adds)
• Expected (Baseline or “hygiene”)
• Detractors

3. Delighters
Satisfiers
Baseline

4. THE KANO MODEL
• What is interesting in the KANO Model is it shifts over time…
• What was at one time a Satisfier becomes expected - the new
baseline
• This
is happening EVERYWHERE, in all industries - here's some
examples

5. MOBILE
• "Mygod, she was born in the 80s!
She actually uses a mobile phone
to MAKE CALLS!"
• Troy, on Community

6. MOBILE
• Expectations of what a phone can
do have obviously shifted over the
past 5 years - the new normal is
that phones are computing devices
• Any app you produce is competing
not just with other apps in your
"space" but the best app on the
platform
• Design and usability is absolutely
critical to stand out

7. CUSTOMER SERVICE
• Customers are expecting more value from their money and
companies that provide those "delighters" are succeeding, while
organizations that don't… aren't
• Succeeding: Amazon, Apple, Target, Zappos
• Failing: Best Buy, Circuit City, K-Mart, eBay, Blockbuster
• Just opening the door is not enough

8. "EXPERIENCE SENSITIVITY"
• People
expect more, and are
more sensitive and vocal when
bad experiences happen
• Usedto be they would
complain to friends & family...
• Now, they shout online, in
public forums, in social media
like Twitter and Facebook
• Be there, be aware, and have a
plan on how to respond

9. CONCLUSION
• Thiscentury is going to be ALL ABOUT shifting baselines – the
old ways of marketing, customer support, product design,
development, production… it’s going to go away or change,
dramatically.
• And the new baseline will have an unknown “use by” date.
• Start adjusting now.

10. MORE INFO
• At http://www.josephdickerson.com
• ...on twitter: @josephdickerson
• …or just Google me.