I thought I would share the slides from a UX presentation I did based on the Kano model, how it applies to UX principles and how the ownership of UX in any company can't be owned by one person called a UX designer.

1. There is no ‘i’ in UX, but
maybe there should be.

2. I don’t know who you are…

3. Quadrant Chart
An Iceberg
A Colourful Diagram
Badly taken Phone Images
Boring References to UX in Everyday Life
A Unicorn
Screen Shots

4. UX in Everyday Life.

5. The biometric scanner
is always glitchy… or not.

8. Shucks, which entrance
does this scanner activate!?

9. Those damn
self-service kiosks…

16. Bad UX means
having to
pay this lady

18. The Kano Model.
How to measure the investment of improving customer satisfaction.
Delighters.
Frustraters.
Investment.
User Satisfaction.

19. The Kano Model.
How to measure the investment of improving customer satisfaction.
Delighters.
Frustraters.
Investment.
Basic Expectations.
User Satisfaction.

20. The Kano Model.
How to measure the investment of improving customer satisfaction.
Delighters.
User Satisfaction. If the goal is satisfaction we
Frustraters.
Investment.
can never delight.
We can however mess this up.
Basic Expectations.

21. We Have Basic Expectations.
Don’t fix what’s broken, just add another feature.
Let’s talk about my stay at Holiday Express.
• Couldn’t pay with my card to by snacks.
• Lift didn’t work.
• Wifi was fickle.
Lady asks me: “Did you enjoy your stay sir?”
I replied: “It was ok.”
Ok, is the problem. Ok isn’t bringing anyone back anytime
soon.

22. We Have Basic Expectations.
?
. .
(
. .
. .
(
Delightful Experiences.
Frustrating Experiences.
–

23. We Have Basic Expectations.
. .
(
. .
. .
(
Delightful Experiences.
Frustrating Experiences.
–
Usable Experiences.

24. Not creating an experience
that is sucky, is still not
creating an experience that
is delightful.

25. Why does the average
user sometimes seem to
be dumb or drunk?

26. User’s Aren’t Drunk Or Dumb.
The strange thing is most people use interfaces like they’re
drunk, but they’re not.
Most people engage with something like they’re dumb, but
they’re not.
So what the heck is going on!?
Unlike you, they’re not in love with the interface they’re
busy doing other things as well as checking out your
interface for the 1st time.

27. Do we really know
what an MVP is?

28. Delighters vs. Frustraters.
Don’t fix what’s broken, just add another feature.
Feature 1.
Checkout
sucks.
Feature 3.
Feature 2.
Feature 4.
vs.

29. You can’t move on
until your MVP is
delightful, not just
satisfactory.

30. “Start the product
process by saying no.”
– Jason Fried, 37 Signals

31. Release 1.0
Feature 1. Feature 2. Feature 3.

32. Release 5.0
Feature 1. Feature 2. Feature 3.
Feature 5. Feature 6. Feature 7.
Feature 9. Feature 10. Feature 11.
Feature 4.
Feature 8.
Feature 12.

33. Release 5.0
Feature 1. Feature 2. Feature 3.
Experience Rot.
Feature 5. Feature 6. Feature 7.
Feature 9. Feature 10. Feature 11.
Feature 4.
Feature 8.
Feature 12.

34. Release 5.0
Feature 1. Feature 2. Feature 3.
So what do we do!?
Feature 5. Feature 6. Feature 7.
Feature 9. Feature 10. Feature 11.
Feature 4.
Feature 8.
Feature 12.

35. Release 5.0
Feature 1. Feature 2. Feature 3.
Feature 5. Feature 6. Feature 7.
Feature 9. Feature 10. Feature 11.
Feature 4.
Feature 8.
Feature 12.

36. Release 5.0
Feature 5.
Feature 10.
Feature 4.
Feature 7.

37. Release 6.0
Feature 5. Feature 10. Feature 7. Feature 4.

38. Basic Expectations.
I met with Discovery. And they’re a little freaked out by the bad press from their new Drive
Challenge App.

39. Basic Expectations.
Problems with accuracy of maps & calculations, bugs and battery life drainer.

40. UX Strategy Basic Expectations.
• Beware the death of a thousand cuts.
• Don’t ignore consistent bad feedback.
• Missing a basic expectation causes extreme frustration.
• More you don’t deliver, the more it opens the door to
competitors.

41. The Kano Model.
How to measure the investment of improving customer satisfaction.
Delighters.
Frustraters.
Investment.
Basic Expectations.
User Satisfaction.

42. The Kano Model.
How to measure the investment of improving customer satisfaction.
Delighters.
Frustraters.
Investment.
Excitement
Generators
User Satisfaction.
Basic Expectations.

43. Excitement Generators.
Pleasure.
Flow.
Meaning.
Excitement Generators
Dana Chisnell’s 3 Approaches to Delight.

44. Designing for Pleasure.
Great copy and content strategy is often key here, but sometimes you can even add
pleasure with a How-To screen.
vs

45. Designing for Pleasure.

46. Designing for Pleasure.

47. Designing for Pleasure.

48. Designing for Pleasure.

49. Designing for Pleasure.

50. Designing for Pleasure.

51. Designing for Pleasure.

52. Designing for Pleasure.
Apple’s built in video clip editor.

53. Designing for Pleasure.
Spark’s app.

54. Designing for Flow.
Providing clarity and reducing steps where possible. That’s right forms and check-out
processes is where it hurts the most.

55. Designing for Flow.

56. Designing for Flow.

57. Designing for Flow.

58. Designing for Flow.

59. Designing for Flow.
Eeeek!

60. Meaning.
Hands down the best, most effective and meaningful user experiences are the ones
that feel invisible.

61. The Kano Model.
Excitement generators tend to move towards basic expectations.
Delighters.
Frustraters.
Investment.
Basic Expectations.
User Satisfaction.
Excitement
Generators

62. A Stellar Kano Model UX Strategy.
You haven’t achieved anything by meeting a users basic expectations,
however if you don’t they’re gone.
Be reluctant to just add features and keep pruning those features back
to prevent feature rot.
Get to creating delightful experiences through pleasure, flow &
meaning.
Remember delighters now, become basic expectations in the future.

63. Cool, that doesn’t seem
like rocket science, why
then is UX such a
contentious topic?

64. The UX Iceberg.

65. The UX Iceberg.
What is known.
What is assumed.
What is unkown.

66. The Spectrum of UX, Chart.

67. Sorry, but UX is not one
person’s job.
It’s the coming together of
many disciplines to solve a
common problem.

68. The mythological creature
that is the UX Designer.

69. Most of us who practice it agree on the
goals of UX Design (happy users)
and even the methods we use to get there
(contextual inquiries, user journey maps,
wireframes, usability studies, etc).
But defining “the thing itself” continues to
baffle us.

70. The UX Designer Power Cards.
What a UX Designer should be able to do.

71. The UX Disciplines.
How can we expect one person to where all these hats?
UI Designer
Information Architect Content Strategist Developer Product Manager

72. Small tight teams that have the
authority to turn ideas around
are by far the most successful
in this iterative age.
We believe UX is still in it’s
infancy and look forward to
what the future holds.

73. Thanks ; )