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Building a Winning UX Strategy from the Kano Model (Jared Spool) ProductCamp Boston May 2013
1.
Build a Winning UX
Strategy from the Kano Model User Interface Engineering Jared M. Spool (@jmspool) New York Times Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 1
2.
Free room service Free
bar tab Free hotel-spa massage Free room upgrade Broken A/C No shower hot water Sloppy room service Rude service Slow elevators Still-frozen pies Broken glass in public spaces Delighters Frustraters Customer Journey Map ☺ ☹ Searchingforproduct Reviewingproduct Decidingonpurchase Addingtocart Shippinginformation Billinginformation Paymentinformation Confirmorder Done! Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 2
3.
Customer Journey Map ☺ ☹ Delighted Frustrated ? Delicious? or
Edible? Would you rather eat food that is Satisfactory? Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 3
4.
Very Delicious? orVery Edible? Does
“Very Satisified” mean What Does Satisfied Mean? Customer Journey Map ☺ ☹ Delighted Frustrated Satisfied Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 4
5.
UX Strategy: Move our
users from frustrated to delighted. What do you need to build? How do you tell if you’ve done a good job? How do you best allocate limited resources? What can you say “no” to? What makes you different from your competitors? Where should you innovate? How much should this cost? Building A Winning UX Strategy Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 5
6.
Free room service Free
bar tab Free hotel-spa massage Free room upgrade Broken A/C No shower hot water Sloppy room service Rude service Slow elevators Still-frozen pies Broken glass in public spaces Delighters Frustraters Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 6
7.
Noriaki Kano Investment UserSatisfaction Performance Payoff Basic Expectations Excitement Generators The Kano Model Frustration Delight Building
a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 7
8.
Investment UserSatisfaction Performance Payoff Basic Expectations Excitement Generators The Kano Model TIM E Investment UserSatisfaction Performance Payoff The Kano Model Frustration Delight Building a
Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 8
9.
Apple.com FeatureRelease 1.0 Feature
Feature FeatureRelease 1.5 Feature Feature Feature FeatureRelease 2.0 Feature Feature Feature Feature Feature Release 6.0 F F F F F F F F F F F F F F F F F F F F Release 7.0 F F F F F Competitor F F F F F Feature Feature Feature Feature Feature Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 9
10.
Features Complexity Experience Rot Experience 37Signals
- Getting Real Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 10
11.
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 Investment UserSatisfaction Basic Expectations The Kano Model Frustration Delight Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 11
12.
Netflix Building a Winning
UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 12
13.
Netflix Apple Building a Winning
UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 13
14.
theamazingios6maps.tumblr.com Investment UserSatisfaction Basic Expectations The Kano Model Frustration Delight We can
screw this up Can never get above neutral satisfaction Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 14
15.
Ignore the design’s
consistency. Focus on the user’s expectations. UX Strategy: Basic Expectations Be on the lookout for failed and missed expectations Missing a basic expectation causes extreme frustration Beware of the death of a thousand cuts Lots of missed expectations opens up doors for competitors Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 15
16.
Investment UserSatisfaction Excitement Generators The Kano Model Frustration Delight Customer Journey Map ☺ ☹ Make
it all delightful Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 16
17.
Investment Excitement Generators Delight Pleasure Flow Meaning Dana Chisnell’s 3
Approaches To Delight Mailchimp Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 17
18.
Mailchimp’s Tone &
Voice Guidelines Progressive Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 18
19.
Progressive Progressive Building a Winning
UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 19
20.
Progressive Site Building a Winning
UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 20
21.
United Airlines Apple A collection
of small features can add up to an innovative offering Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 21
22.
Customer Journey Map ☺ ☹ Current
experience Aspirational experience Innovation Innovation is how we raise the current experience to meet our aspirations 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 If basic expectations are not met, delight won’t happen Missed expectations break flow Delighters will eventually become basic expectations Innovation can come from small bundles of delighters Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 22
23.
Unconscious Competence Conscious Competence Conscious Incompetence Unconscious Incompetence UXTactics Monitor customer support
channels for missing expectations Conduct field studies to look for basic expectations and identify excitement generators Use advanced lab research to monitor for new basic expectations Interview-based task design Inherent value tests Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 23
24.
Build 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 eventually become basic expectations Don’t get comfortable inside unconscious incompetence @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. Building a Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com © Copyright 2013, User Interface Engineering. All Rights Reserved. 24
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