The Art of Things Not Done: prioritising for user value with the Kano model - Camp Digital, Manchester, 24 May 2017

1. The Art of Things   Not Done GDS Design Principles posters by Paul Downey @psd, github.com/psd/design-principles-doodles Sophie Dennis   slideshare.net/sophiedennis @sophiedennis

2. sophiedennis@ dream the impossible dream Photo by Mark Gunn flic.kr/p/iPk2n9

3. sophiedennis@ There is always more to build than you have the people, time and money for. Always. - Jeff Patton “

4. sophiedennis@@sophiedennis Photo by Cena flic.kr/p/oRJfJo Obligatory cat picture

5. sophiedennis@ Time & Cost ScopeQuality

6. 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

7. 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 “

8. sophiedennis@ how do you deliver a kick- arse web conference for less than £10 a head? Time & Cost ScopeQuality

9. sophiedennis@ is a bad lunch better than no lunch?

10. 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

11. 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

12. 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

13. 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

14. 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

15. sophiedennis@ Year 1  Wow! There’s cake! Year 2  These cakes aren't as good as last year Year 3  What! No cake?! ! " #

16. 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

17. sophiedennis@ Expectation Escalation Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Air conditioning (2015) “Must Have”   Basic Expectations Air conditioning (1995) Attractive Excitement Generators

18. sophiedennis@ Expectation Escalation Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Cars that park themselves (2025) “Must Have”   Basic Expectations Cars that park themselves (2015) Attractive Excitement Generators

19. 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?

20. sophiedennis@ Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Budget Brand Basic, but not too basic

21. sophiedennis@ delight Photo by tawest64 flic.kr/p/aXeMKF “wow factor” @sophiedennis

22. sophiedennis@ Designing for Delight Giles Colborne http://www.slideshare.net/cxpartners/designing-for-delight-giles-colborne Video @ UX Lausanne 2014 https://vimeo.com/98204333

23. sophiedennis@ User Journey UserExperience

24. 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

25. 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

26. 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

27. sophiedennis@ User Story Mapping – Jeff Patton ‘The New User Story Backlog is a Map’ jpattonassociates.com/the-new-backlog

28. 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

29. 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)

30. 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)

31. 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)

32. 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)

33. 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)

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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

41. 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

42. sophiedennis@ One last thing…

43. sophiedennis@ beware  Problem Definition Escalation

44. sophiedennis@ The client asks you to design a business card   You respond that the problem is really the client’s logo The client asks you to design a logo  You say the problem is the   entire identity system The client asks you to design the identity  You say that the problem is the   client’s business plan   Michael Beirut, ‘You’re So Intelligent’, Design Observer, 9 May 2007   designobserver.com/feature/youre-so-intelligent/5917/

45. sophiedennis@ The problem isn’t making something look pretty, you fool, it’s world hunger! Michael Beirut, ‘You’re So Intelligent’, Design Observer, 9 May 2007   designobserver.com/feature/youre-so-intelligent/5917/

46. sophiedennis@ What are you doing?   Making it easier to book an appointment for a flu jab Why?  So more people get their flu jabs Why?  So fewer people end up in hospital with severe, life-threatening flu Why?  To reduce pressure on the health service Why?  ONLY WE CAN SAVE THE NHS!

47. sophiedennis@ “the nature of these challenges are emblematic of deeply entrenched ﬂaws in our institutional structures, our underlying theories, deﬁnitions of success, and ultimately how we have constructed our civilization.” Christian Bason The frontiers of design for policy

48. sophiedennis@ People still don’t have their ﬂu jabs

49. sophiedennis@ It is the small everyday deeds of ordinary folk that   keep the darkness at bay. Small acts of kindness   and love. — J.R.R. Tolkien “

50. 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