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The Art of Things Not Done

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Sophie Dennis
Sophie Dennis

How often has your vision for transforming a user experience failed to survive contact with the twin enemies of time and budget? The truth is there will always be more you could deliver than you have the people, time or money for. We need to stop complaining about it, and start collaborating with our colleagues and stakeholders to work out how we can deliver the best experience with the resources we have. Because it is possible to create great customer experiences, even in the face of extreme time and budget constraints, if we learn the art of doing less. The art of doing less lies in identifying what you can and can't cut without sacrificing the overall user experience. This talk will show you how to identify the features that are really of most value to users, and build a product roadmap that goes beyond "minimum viable product” to deliver a “minimum viable experience”. You’ll learn how to combine several simple but powerful concepts - the Kano model, customer journey mapping, and user story maps - to identify where to invest your efforts for maximum customer impact, and deliver the best possible user experience within your time and budget.

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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
sophiedennis@ dream the impossible dream Photo by Mark Gunn flic.kr/p/iPk2n9
sophiedennis@ There is always more to build than you have the people, time and money for. Always. - Jeff Patton “
sophiedennis@@sophiedennis Photo by Cena flic.kr/p/oRJfJo Obligatory cat picture
sophiedennis@ Time & Cost ScopeQuality
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
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 “
sophiedennis@ how do you deliver a kick- arse web conference for less than £10 a head? Time & Cost ScopeQuality
sophiedennis@ is a bad lunch better than no lunch?
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
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
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
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
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
sophiedennis@ Year 1
 Wow! There’s cake! Year 2
 These cakes aren't as good as last year Year 3
 What! No cake?! ! " #
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
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
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
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?
sophiedennis@ Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Budget Brand Basic, but not too basic
sophiedennis@ delight Photo by tawest64 flic.kr/p/aXeMKF “wow factor” @sophiedennis
sophiedennis@ Designing for Delight Giles Colborne http://www.slideshare.net/cxpartners/designing-for-delight-giles-colborne Video @ UX Lausanne 2014 https://vimeo.com/98204333
sophiedennis@ User Journey UserExperience
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
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
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
sophiedennis@ User Story Mapping – Jeff Patton ‘The New User Story Backlog is a Map’ jpattonassociates.com/the-new-backlog
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
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)
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)
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)
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)
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)
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
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
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
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
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
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
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
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
sophiedennis@ One last thing…
sophiedennis@ beware
 Problem Definition Escalation
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/
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/
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!
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
sophiedennis@ People still don’t have their flu jabs
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 “
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

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The Art of Things Not Done

  • 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
  • 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
  • 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
  • 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