building a winning ux strategy from the kano model.key

Build a Winning UX Strategyfrom the Kano Model

User Interface Engineering

Jared M. Spool (@jmspool)

October 25, 2012UIEVS.com

New York Times

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

© Copyright 2012, User Interface Engineering. All Rights Reserved. 1

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 Frustrations

Customer Journey Map

☺

☹

Searching for product

Review

ing product

Deciding on purchase

Adding to cart

Shipping information

Billing information

Payment inform

ation

Confirm

order

Done!

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

© Copyright 2012, User Interface Engineering. All Rights Reserved. 2

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 2012, User Interface Engineering. All Rights Reserved. 3

Very Delicious?or Very 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 2012, User Interface Engineering. All Rights Reserved. 4

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 2012, User Interface Engineering. All Rights Reserved. 5

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 Frustrations

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

© Copyright 2012, User Interface Engineering. All Rights Reserved. 6

Noriako Kano

Investment

Use

r Sa

tisfa

ctio

n

PerformancePayoff

Basic Expectations

ExcitementGenerators

TheKanoModel

Frustration

Delight

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

© Copyright 2012, User Interface Engineering. All Rights Reserved. 7

Investment

Use

r Sa

tisfa

ctio

n

PerformancePayoff

Basic Expectations

ExcitementGenerators

TheKanoModel

TIME

Investment

Use

r Sa

tisfa

ctio

n

PerformancePayoff

TheKanoModel

Frustration

Delight

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

© Copyright 2012, User Interface Engineering. All Rights Reserved. 8

Apple.com

Feature�Release 1.0 Feature Feature

Feature�Release 1.5 Feature Feature Feature

Feature�Release 2.0 Feature Feature Feature Feature Feature

�Release 6.0F 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 2012, User Interface Engineering. All Rights Reserved. 9

Features Complexity

Experience Rot

Experience

37Signals - Getting Real

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

© Copyright 2012, User Interface Engineering. All Rights Reserved. 10

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

Use

r Sa

tisfa

ctio

n

Basic Expectations

TheKanoModel

Frustration

Delight

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

© Copyright 2012, User Interface Engineering. All Rights Reserved. 11

Netflix

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

© Copyright 2012, User Interface Engineering. All Rights Reserved. 12

Netflix

Apple

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

© Copyright 2012, User Interface Engineering. All Rights Reserved. 13

theamazingios6maps.tumblr.com

Investment

Use

r Sa

tisfa

ctio

n

Basic Expectations

TheKanoModel

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 2012, User Interface Engineering. All Rights Reserved. 14

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 2012, User Interface Engineering. All Rights Reserved. 15

Investment

Use

r Sa

tisfa

ctio

n

ExcitementGenerators

TheKanoModel

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 2012, User Interface Engineering. All Rights Reserved. 16

Investment

ExcitementGenerators

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 2012, User Interface Engineering. All Rights Reserved. 17

Mailchimp’s Tone & Voice Guidelines

Progressive

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

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Progressive

Progressive

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

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Progressive

Site

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

© Copyright 2012, User Interface Engineering. All Rights Reserved. 20

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 2012, User Interface Engineering. All Rights Reserved. 21

Customer Journey Map

☺

☹

Current experience

Aspirational experience

Innovation

Innovation is how weraise 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 2012, User Interface Engineering. All Rights Reserved. 22

UnconsciousCompetence

ConsciousCompetence

ConsciousIncompetenceUnconscious

Incompetence

UX Tactics

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 2012, User Interface Engineering. All Rights Reserved. 23

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

Building A Winning UX Strategy from the Kano Model User Interface Engineering - www.uie.com

© Copyright 2012, User Interface Engineering. All Rights Reserved. 24