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Half, Not Half-Assed


By Donald Lim
Lean means compromised
Experience?


Share experience of a product you manage or
design get compromised?
It means to do as little as possible so
                               you can learn if you did the right
                               thing or not

                               Why?
          MVP                  Manage resources and prevent
                               scope creep




Aims to design an experience that
allows user to achieve their objective
well                                         Good
Why?
To ensure it’s a useful product that is
                                              UX
desirable to use
A Balancing Act for Good Product

                     Market
                   desirability




        Technological             Business
          feasibility              viability
Focus on Desirability,
Optimize for Feasibility and Viability

1.   Think what could make an awesome product
2.   Evaluating what’s the minimum to make it
     relevant & good
3.   Design for it
Evaluating what’s the
minimum to make it relevant
& good
About KANO MODEL
by Kanō Noriaki (狩野紀昭 )
Kano challenged the conventional beliefs
that improving each attribute of a
company's product or service will lead to
increased customer satisfaction.
Kano believed that not all attributes of
product or service performance are equal
in the eyes of the customer, and that some
attributes create higher levels of customer
satisfaction than others.
3 Core Tenets

1. Value attracts customers
2. Quality keeps customers & build loyalty
3. Innovation is necessary to differentiate and
   compete in the market
2 Dimension
                    Customer very satisfied

                                    Level of Satisfaction




                                                  Execution Quality
Executed poorly                                              Executed
or not at all                                                very well




                   Customer very dissatisfied
3 Core Type of Attribute

1. Hygiene
2. Performance
3. Excitement
Hygiene

Needs / Attributes / Features that are expected,
 assumed, given
The basic factors
Kano Model
                    Customer very satisfied




Executed poorly                                        Executed
or not at all                                          very well
                                                Hygiene
                                                Satisfying basic minimizes
                                                dissatisfaction. Absence
                                                or poor execution leads to
                                                great dissatisfaction.




                   Customer very dissatisfied
Hygiene

Absence of these features will cause dissatisfaction,
but no amount of execution quality will cause positive
satisfaction, it will only minimize dissatisfaction
Hygiene – Example

No toilet roll in cubicle  Very dissatisfied
10 toilet roll in cubicle  Okay, so what?


No forget password  Dissatisfied
Super efficient password recovery  Okay, move on
Hygiene - Nature

Nothing exciting  Customer unlikely to list it as its
expected
Uncover by studying the environment and observe
repeating pattern
Performance

Need that are consciously evaluated by the
 customer and at the top of their minds when
 evaluating a product
Kano Model
                    Customer very satisfied




                                                Performance
                                                Performance needs yield a
                                                proportional satisfaction for an
                                                investment in execution quality




Executed poorly                                                    Executed
or not at all                                                      very well




                   Customer very dissatisfied
Performance

Satisfaction is proportional to the quality of the
feature.
Poor quality  WTF? Why even bother?
Standard quality  Didn’t notice it was there before
Good quality  Ahh, this is how it should be done
Performance – Example

Low car mileage  WTF? It suck like a jetplane
 minus the speed
High car mileage  Let’s drive across the road!


Website loading time 30 sec  Why am I still here?
Website loading time 0.005 sec  Why is not every
 site like that? 
Performance- Nature

Easiest to ascertain from customer as they are
‘stated’ needs. User survey, focus group, etc.
Delight

Qualities that deliver “Buzz”. The wows, unique
 selling proposition, differentiator, innovations
Kano Model
                    Customer very satisfied     Delight
                                                 Excitement needs delight when
                                                 present but no dissatisfaction
                                                 when not




Executed poorly                                                    Executed
or not at all                                                      very well




                   Customer very dissatisfied
Delight

Presence of these will delight customer and increase
satisfaction. Absence won’t cause dissatisfaction.
Delight – Example

Internet access on plane  Holy sh*t! I can
 Facebook if this plane got highjack!


24 hr online chat support  Awesome!
Delight - Nature

Really hard to come by. Require an understanding of
‘latent need’ which can only really be understood
through observation or incredible genius intuition.
Basic Kano Model Delight          Excitement needs delight when
                        Customer very satisfied     present but no dissatisfaction
                                                    when not




                                                    Performance
                                                    Performance needs yield a
                                                    proportional satisfaction for an
                                                    investment in execution quality




Executed poorly                                                          Executed
or not at all                                                            very well
                                                    Hygiene
                                                    Satisfying basic minimizes
                                                    dissatisfaction. Absence or poor
                                                    execution leads to great
                                                    dissatisfaction.




                       Customer very dissatisfied
Evaluate Type of Feature
Feature           H, P, D
Forget
Password
Also buy (crowd
wisdom)
Share widget
Zoom view
Chat feature
Editor Review
Evaluate Type of Feature
Feature           H, P, D
Forget            Hygiene
Password
Also buy (crowd   Delight
wisdom)
Share widget      Hygiene
Zoom view         Delight
Chat feature      Delight
Editor Review     Performance
I have a list of Basic,
Performance and Delight…
Now what?
Accounting for Feasibility

1. Type
    Presentation (FE)
    Logic (BE)
    Integration (SI)

2. Skill Required / Complexity
    Low, Med, High

3. Time
    Estimated Hour
Evaluation Table Example
Feature           H, P, D       Tech
                                Complexity
                                To achieve minimum
                                threshold

Forget            Hygiene
Password
Also buy (crowd   Delight
wisdom)
Share widget      Hygiene
Zoom view         Delight
Chat feature      Delight
Editor Review     Performance
Evaluation Table Example
Feature           H, P, D       Tech
                                Complexity
                                To achieve minimum
                                threshold

Forget            Hygiene       Low B / 2
Password
Also buy (crowd   Delight       High B / 40
wisdom)
Share widget      Hygiene       Low F / 2
Zoom view         Delight       Low F / 3
Chat feature      Delight       Med B / 8
Editor Review     Performance   Med B / 10
Which has better ROI?
                         Customer very satisfied     Highly attractive

                                                         High Value Added




Executed poorly                                                          Executed
or not at all                                                            very well


                                        Critical




                        Customer very dissatisfied
Which to focus?

1. Fulfil the Critical
2. Pick a few Highly Attractive
3. Spend more effort on a few High Value Added


As the gradient become gentler, it means ROI is
low. This might be a feature you want to drop.
Err… but my business need
to be sustainable…
Evaluation Table Example
Feature           H, P, D       Tech                 Business   Business
                                Complexity           Benefit    Cost
                                To achieve minimum
                                threshold

Forget            Hygiene       Low B / 2
Password
Also buy (crowd   Delight       High B / 40
wisdom)
Share widget      Hygiene       Low F / 2
Zoom view         Delight       Low F / 3
Chat feature      Delight       Med B / 8
Editor Review     Performance   Med B / 10
Evaluation Table Example
Feature           H, P, D       Tech                 Business           Business
                                Complexity           Benefit            Cost
                                To achieve minimum
                                threshold

Forget            Hygiene       Low B / 2            Less contact us    -
Password
Also buy (crowd   Delight       High B / 40          Higher sales       -
wisdom)
Share widget      Hygiene       Low F / 2            Higher traffic     -
Zoom view         Delight       Low F / 3            -                  High volume of
                                                                        high res image
Chat feature      Delight       Med B / 8            Higher visitor     Dedicated team
                                                     retention >        of service officer
                                                     Higher sales
Editor Review     Performance   Med B / 10           Higher traffic >   Dedicated
                                                     Expert branding    writers
So I just choose based on
ROI for user, business and
effort right?
Almost… but

Over time, excitement needs become
performance needs, then basic needs.


The innovations of tomorrow, will become the
hygiene factors of yesterday
Feature and need are not timeless
                   Customer very satisfied
                                               Delight




                                               Performance




Executed poorly                                          Executed
or not at all                                            very well
                                               Basic




                  Customer very dissatisfied
Evaluation Table Example
Feature        B, P, D       Tech                 Business         Business      Time
                             Complexity           Benefit          Cost          Criticality
                             To achieve minimum
                             threshold

Forget         Hygiene       Low B / 2            Less contact     -
Password                                          us
Also buy       Delight       High B / 40          Higher sales     -
(crowd
wisdom)
Share widget   Hygiene       Low F / 2            Higher traffic   -
Zoom view      Delight       Low F / 3            -                High volume
                                                                   of high res
                                                                   image
Chat feature   Delight       Med B / 8            Higher visitor   Dedicated
                                                  retention >      team of
                                                  Higher sales     service
                                                                   officer
Editor         Performance   Med B / 10           Higher traffic   Dedicated
Review                                            > Expert         writers
                                                  branding
Evaluation Table Example
Feature        B, P, D       Tech                 Business         Business      Time
                             Complexity           Benefit          Cost          Criticality
                             To achieve minimum
                             threshold

Forget         Hygiene       Low B / 2            Less contact     -             Low
Password                                          us
Also buy       Delight       High B / 40          Higher sales     -             High
(crowd
wisdom)
Share widget   Hygiene       Low F / 2            Higher traffic   -             Low
Zoom view      Delight       Low F / 3            -                High volume   Low
                                                                   of high res
                                                                   image
Chat feature   Delight       Med B / 8            Higher visitor   Dedicated     Med
                                                  retention >      team of
                                                  Higher sales     service
                                                                   officer
Editor         Performance   Med B / 10           Higher traffic   Dedicated     Low
Review                                            > Expert         writers
                                                  branding
What Is Shared?
1. What is the Kano Model
2. How to estimate effort and feasibility
3. Accounting for business viability
4. How to see high ROI feature
5. Recognizing time sensitivity

6.MVP ≠ Bad UX
Value

For PM: Make informed decision. Control scope
 creep
For UX/Designer: Help guide design decisions
For Marketer: Sell the delight factors, people don’t
 need to be told of hygiene factors
For Developer: Help ensures all hygiene factor is
 there before concentrating on the delight factors.

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UX for Lean Products

  • 2. Lean means compromised Experience? Share experience of a product you manage or design get compromised?
  • 3. It means to do as little as possible so you can learn if you did the right thing or not Why? MVP Manage resources and prevent scope creep Aims to design an experience that allows user to achieve their objective well Good Why? To ensure it’s a useful product that is UX desirable to use
  • 4. A Balancing Act for Good Product Market desirability Technological Business feasibility viability
  • 5. Focus on Desirability, Optimize for Feasibility and Viability 1. Think what could make an awesome product 2. Evaluating what’s the minimum to make it relevant & good 3. Design for it
  • 6. Evaluating what’s the minimum to make it relevant & good
  • 7. About KANO MODEL by Kanō Noriaki (狩野紀昭 ) Kano challenged the conventional beliefs that improving each attribute of a company's product or service will lead to increased customer satisfaction. Kano believed that not all attributes of product or service performance are equal in the eyes of the customer, and that some attributes create higher levels of customer satisfaction than others.
  • 8. 3 Core Tenets 1. Value attracts customers 2. Quality keeps customers & build loyalty 3. Innovation is necessary to differentiate and compete in the market
  • 9. 2 Dimension Customer very satisfied Level of Satisfaction Execution Quality Executed poorly Executed or not at all very well Customer very dissatisfied
  • 10. 3 Core Type of Attribute 1. Hygiene 2. Performance 3. Excitement
  • 11. Hygiene Needs / Attributes / Features that are expected, assumed, given The basic factors
  • 12. Kano Model Customer very satisfied Executed poorly Executed or not at all very well Hygiene Satisfying basic minimizes dissatisfaction. Absence or poor execution leads to great dissatisfaction. Customer very dissatisfied
  • 13. Hygiene Absence of these features will cause dissatisfaction, but no amount of execution quality will cause positive satisfaction, it will only minimize dissatisfaction
  • 14. Hygiene – Example No toilet roll in cubicle  Very dissatisfied 10 toilet roll in cubicle  Okay, so what? No forget password  Dissatisfied Super efficient password recovery  Okay, move on
  • 15. Hygiene - Nature Nothing exciting  Customer unlikely to list it as its expected Uncover by studying the environment and observe repeating pattern
  • 16. Performance Need that are consciously evaluated by the customer and at the top of their minds when evaluating a product
  • 17. Kano Model Customer very satisfied Performance Performance needs yield a proportional satisfaction for an investment in execution quality Executed poorly Executed or not at all very well Customer very dissatisfied
  • 18. Performance Satisfaction is proportional to the quality of the feature. Poor quality  WTF? Why even bother? Standard quality  Didn’t notice it was there before Good quality  Ahh, this is how it should be done
  • 19. Performance – Example Low car mileage  WTF? It suck like a jetplane minus the speed High car mileage  Let’s drive across the road! Website loading time 30 sec  Why am I still here? Website loading time 0.005 sec  Why is not every site like that? 
  • 20. Performance- Nature Easiest to ascertain from customer as they are ‘stated’ needs. User survey, focus group, etc.
  • 21. Delight Qualities that deliver “Buzz”. The wows, unique selling proposition, differentiator, innovations
  • 22. Kano Model Customer very satisfied Delight Excitement needs delight when present but no dissatisfaction when not Executed poorly Executed or not at all very well Customer very dissatisfied
  • 23. Delight Presence of these will delight customer and increase satisfaction. Absence won’t cause dissatisfaction.
  • 24. Delight – Example Internet access on plane  Holy sh*t! I can Facebook if this plane got highjack! 24 hr online chat support  Awesome!
  • 25. Delight - Nature Really hard to come by. Require an understanding of ‘latent need’ which can only really be understood through observation or incredible genius intuition.
  • 26. Basic Kano Model Delight Excitement needs delight when Customer very satisfied present but no dissatisfaction when not Performance Performance needs yield a proportional satisfaction for an investment in execution quality Executed poorly Executed or not at all very well Hygiene Satisfying basic minimizes dissatisfaction. Absence or poor execution leads to great dissatisfaction. Customer very dissatisfied
  • 27. Evaluate Type of Feature Feature H, P, D Forget Password Also buy (crowd wisdom) Share widget Zoom view Chat feature Editor Review
  • 28. Evaluate Type of Feature Feature H, P, D Forget Hygiene Password Also buy (crowd Delight wisdom) Share widget Hygiene Zoom view Delight Chat feature Delight Editor Review Performance
  • 29. I have a list of Basic, Performance and Delight… Now what?
  • 30. Accounting for Feasibility 1. Type  Presentation (FE)  Logic (BE)  Integration (SI) 2. Skill Required / Complexity  Low, Med, High 3. Time  Estimated Hour
  • 31. Evaluation Table Example Feature H, P, D Tech Complexity To achieve minimum threshold Forget Hygiene Password Also buy (crowd Delight wisdom) Share widget Hygiene Zoom view Delight Chat feature Delight Editor Review Performance
  • 32. Evaluation Table Example Feature H, P, D Tech Complexity To achieve minimum threshold Forget Hygiene Low B / 2 Password Also buy (crowd Delight High B / 40 wisdom) Share widget Hygiene Low F / 2 Zoom view Delight Low F / 3 Chat feature Delight Med B / 8 Editor Review Performance Med B / 10
  • 33. Which has better ROI? Customer very satisfied Highly attractive High Value Added Executed poorly Executed or not at all very well Critical Customer very dissatisfied
  • 34. Which to focus? 1. Fulfil the Critical 2. Pick a few Highly Attractive 3. Spend more effort on a few High Value Added As the gradient become gentler, it means ROI is low. This might be a feature you want to drop.
  • 35. Err… but my business need to be sustainable…
  • 36. Evaluation Table Example Feature H, P, D Tech Business Business Complexity Benefit Cost To achieve minimum threshold Forget Hygiene Low B / 2 Password Also buy (crowd Delight High B / 40 wisdom) Share widget Hygiene Low F / 2 Zoom view Delight Low F / 3 Chat feature Delight Med B / 8 Editor Review Performance Med B / 10
  • 37. Evaluation Table Example Feature H, P, D Tech Business Business Complexity Benefit Cost To achieve minimum threshold Forget Hygiene Low B / 2 Less contact us - Password Also buy (crowd Delight High B / 40 Higher sales - wisdom) Share widget Hygiene Low F / 2 Higher traffic - Zoom view Delight Low F / 3 - High volume of high res image Chat feature Delight Med B / 8 Higher visitor Dedicated team retention > of service officer Higher sales Editor Review Performance Med B / 10 Higher traffic > Dedicated Expert branding writers
  • 38. So I just choose based on ROI for user, business and effort right?
  • 39. Almost… but Over time, excitement needs become performance needs, then basic needs. The innovations of tomorrow, will become the hygiene factors of yesterday
  • 40. Feature and need are not timeless Customer very satisfied Delight Performance Executed poorly Executed or not at all very well Basic Customer very dissatisfied
  • 41. Evaluation Table Example Feature B, P, D Tech Business Business Time Complexity Benefit Cost Criticality To achieve minimum threshold Forget Hygiene Low B / 2 Less contact - Password us Also buy Delight High B / 40 Higher sales - (crowd wisdom) Share widget Hygiene Low F / 2 Higher traffic - Zoom view Delight Low F / 3 - High volume of high res image Chat feature Delight Med B / 8 Higher visitor Dedicated retention > team of Higher sales service officer Editor Performance Med B / 10 Higher traffic Dedicated Review > Expert writers branding
  • 42. Evaluation Table Example Feature B, P, D Tech Business Business Time Complexity Benefit Cost Criticality To achieve minimum threshold Forget Hygiene Low B / 2 Less contact - Low Password us Also buy Delight High B / 40 Higher sales - High (crowd wisdom) Share widget Hygiene Low F / 2 Higher traffic - Low Zoom view Delight Low F / 3 - High volume Low of high res image Chat feature Delight Med B / 8 Higher visitor Dedicated Med retention > team of Higher sales service officer Editor Performance Med B / 10 Higher traffic Dedicated Low Review > Expert writers branding
  • 43. What Is Shared? 1. What is the Kano Model 2. How to estimate effort and feasibility 3. Accounting for business viability 4. How to see high ROI feature 5. Recognizing time sensitivity 6.MVP ≠ Bad UX
  • 44. Value For PM: Make informed decision. Control scope creep For UX/Designer: Help guide design decisions For Marketer: Sell the delight factors, people don’t need to be told of hygiene factors For Developer: Help ensures all hygiene factor is there before concentrating on the delight factors.