1.
Scope
CostQuality

2.
“Must Have”
Basic Expectations
Attractive
Excitement
Generators
One-dimensional
Performance
Pay Offs

3.
1
2
3
4

4.
Solid closing
keynote
User Journey
UserExperience
½ hour sales
pitch by sponsor
Amazing speaker
you haven’t seen
before

5.
End
Peak
User Journey
UserExperience

6.
Attractive
Feature
Performance
Feature
Must Have
Feature
Performance
Feature
Phase 1 Basic Basic Basic Basic
Phase 2 Good Good Basic Basic
Phase 3 Best-of-breed Best-of-breed Good Good
Phase 4 Best-of-breed Best-of-breed Best-of-breed Best-of-breed
NeutralNeutral NeutralSatisfied

7.
Attractive
Feature
Performance
Feature
Must Have
Feature
Performance
Feature
Phase 1 Good Basic Basic None
Phase 2 Good Good Basic None
Phase 3 Good Best-of-breed Good Basic
Phase 4 Best-of-breed Best-of-breed Good Good
NeutralNeutral NeutralDelighted

8.
Design Publishing
Tools
Mobile Categories Related
Stories
Comments Search Personalis-
ation
Phase 1
50pts
Stretch
goals
10pts
Phase 2
25pts