The Art of Things Not Done - UX Scotland 2019
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Prioritising for user value with story mapping and the Kano model
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The Art of Things Not Done - UX Scotland 2019
- 1. The Art of Things Not Done GDS Design Principles gov.uk/guidance/government-design-principles Posters by Paul Downey @psd, github.com/psd/design-principles-doodles Sophie Dennis slideshare.net/sophiedennis @sophiedennis
- 2. sophiedennis@Liam Maxwell, CTO for HM Government 2012-2016 1. Start with user needs
- 3. GDS Design Principles gov.uk/guidance/government-design-principles Posters by Paul Downey @psd, github.com/psd/design-principles-doodles 2.
- 4. sophiedennis@@sophiedennis Photo by Cena flic.kr/p/oRJfJo Cats in draws are delightful Designs in drawers not so much
- 5. sophiedennis@ dream the impossible dream Photo by Mark Gunn flic.kr/p/iPk2n9 we can’t just
- 6. sophiedennis@ There is always more to build than you have the people, time and money for. Always. - Jeff Patton “
- 8. 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
- 10. 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 “
- 11. sophiedennis@ how do you deliver a kick- arse web conference for less than £10 a head? Time & Cost ScopeQuality
- 12. sophiedennis@ is a bad lunch better than no lunch?
- 13. 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
- 14. 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 built-in sat nav
- 15. 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
- 16. 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
- 17. 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
- 18. sophiedennis@ [add massive posh cake photo] Photo by Joe Hunt flickr.com/photos/joe_0_1/17905461446 (CC BY 2.0) You don’t need this kind of cake
- 19. sophiedennis@ Year 1 Wow! There’s cake! Year 2 These cakes aren't as good as last year Year 3 What! No cake?! 😃 😐 😡
- 20. 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
- 21. sophiedennis@ Expectation Escalation Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Air conditioning (2019) “Must Have” Basic Expectations Air conditioning (1999) Attractive Excitement Generators
- 22. sophiedennis@ Expectation Escalation Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Cars that park themselves (2029) “Must Have” Basic Expectations Cars that park themselves (2019) Attractive Excitement Generators
- 23. sophiedennis@ Best-of-breed features Premium Brand Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Innovate to stay ahead of the curve Headphone jack?
- 24. sophiedennis@ — Dan Riccio, Senior VP of hardware engineering, Apple Inside iPhone 7: Why Apple Killed The Headphone Jack Buzzfeed, 7 Sep 2016 www.buzzfeednews.com/article/johnpaczkowski/inside-iphone-7-why-apple-killed-the-headphone-jack iFixit / Via ifixit.com The iPhone's 3.5-millimeter headphone jack.
- 25. sophiedennis@ Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Budget Brand Basic, but not too basic
- 26. sophiedennis@ “Sleep is our product if you look at other big brands, they would never send out a product without testing it.” www.independent.co.uk/news/people/profiles/wayne-munnelly-travelodges-director-of-sleep-6106692.html
- 27. sophiedennis@ [do the super room] Super Room Responding to raised expectations
- 29. 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
- 30. sophiedennis@ “wow factor?” @sophiedennis@steve__cable Photo by Scott Cresswell flic.kr/p/ocdueB
- 31. sophiedennis@ delight Photo by tawest64 flic.kr/p/aXeMKF “wow factor?” @sophiedennis
- 32. sophiedennis@ Designing for Delight Giles Colborne www.slideshare.net/cxpartners/designing-for-delight-giles-colborne Video @ UX Lausanne 2014 vimeo.com/98204333
- 33. 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 Anxiety effortlessly resolved
- 34. 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
- 35. sophiedennis@ User Story Mapping – Jeff Patton ‘The New User Story Backlog is a Map’ jpattonassociates.com/the-new-backlog Getting to Live
- 36. sophiedennis@ story mapping the relaunch of nhs.uk Fast. Collaborative. Lo-fi.
- 37. sophiedennis@ story mapping public beta launch of Land Registry Find a Property service Fast. Collaborative. Lo-fi.
- 38. 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
- 39. sophiedennis@ story maps for relaunch of nhs.uk
- 41. 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)
- 42. 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)
- 43. 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)
- 44. 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)
- 45. 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)
- 46. 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 1pt 1pt 1pt 1pt
- 47. 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 1pt 1pt 1pt 1pt
- 48. 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 1pt 1pt 1pt
- 49. 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 1pt 1pt 2pt
- 50. 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 1pt 1pt 2pt
- 51. 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 1pt 1pt 2pt
- 52. 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 1pt 1pt 2pt
- 53. 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
- 54. 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