Delight 2013 - Jared Spool of UIE
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Transcript of Delight 2013 - Jared Spool of UIE
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@jmspoolJared M. Spool
Build a Winning UX Strategy from the Kano Model
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1How satis!ed can you get?
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Delighters FrustratorsFree room service
Free bar tab
Free hotel-spa massage
Free room upgrade
Broken room A/C
No hot water in shower
Sloppy room service
Rude service
Slow elevators
Still frozen pies at events
Broken glass in public areas
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Customer Journey Map☺
☹Searching for a hotel
Review
ing the property
Review
ing room rates
Start booking
Guest inform
ation
Billing information
Payment inform
ation
Confirm
booking
Done!
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☺
☹
?
Frustrating Experiences
Delightful Experiences
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?
Delicious?Edible?
Satisfactory?
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What does Extremely Satis!ed Mean?
Extremely Delicious?
Extremely Edible?
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☺
☹
?
Frustrating Experiences
Delightful Experiences
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Frustrating Experiences
Usable Experiences
Delightful Experiences
Just don’t suck
Be delightful
☺
☹
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Not Sucky Delightful≠
FrustrationRemoved
DelightAdded
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2How much do we invest to get delight?
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UX Strategy:Moving our users from frustrated to delighted.
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Building a Winning UX StrategyWhat do you need to build?
How do you best allocate resources?
What can you say no to?
How do you tell if you’ve done a good job?
What makes you different from your competitors?
Where should you innovate?
How much should this cost?
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Delighters FrustratorsFree room service
Free bar tab
Free hotel-spa massage
Free room upgrade
Broken room A/C
No hot water in shower
Sloppy room service
Rude service
Slow elevators
Still frozen pies at events
Broken glass in public areas
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Noriaki Kano
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Investment
Use
r S
ati
sfacti
on
PerformancePayoff
Basic Expectations
ExcitementGenerators
TheKanoModel
Frustration
Delight
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3 The Plague of Experience Rot
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Investment
Use
r S
ati
sfacti
on
PerformancePayoff
TheKanoModel
Frustration
Delight
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FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
Release 1.0
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FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
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1.5Release
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FeatureFeatureFeature FeatureFeatureFeature FeatureFeatureFeature
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3.0
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Release
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Experience Rot
Features Complexity Experience
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6.0FeatureFeatureFeature FeatureFeatureFeature
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Release
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FeatureFeatureFeature FeatureFeatureFeature
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Release
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7.0CompetitorRelease
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37Signals: Getting Real
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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.
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4Great Expectations
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Investment
Use
r S
ati
sfacti
on
Basic Expectations
TheKanoModel
Frustration
Delight
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Apple Maps
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Investment
Use
r S
ati
sfacti
on
Basic Expectations
TheKanoModel
Frustration
Delight
‣ Can never get above neutral satisfaction.
‣We can only screw this up.
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UX Strategy:Basic Expectations‣ Be on the lookout for failed and missing expectations.
‣Missing a basic expectation causes extreme frustration.
‣ Beware of the death of a thousand cuts.
‣ Lots of missed expectations opens the doors for competitors.
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5Generating Excitement with Pleasure, Flow, and Meaning
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☺
☹
Make it all delightful
Customer Journey Map
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Investment
Use
r S
ati
sfacti
on
ExcitementGenerators
TheKanoModel
Frustration
Delight
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Investment
ExcitementGenerators
TheKanoModel
Delight
PleasureFlow
Dana Chisnell’s 3 Approaches to Delight
Meaning
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Purchase price: $3.00
Selling price: $193.50
Designing for Pleasure
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Spent Budget at Walmart: 89%
Spent Budget at Crutch!eld: 237%
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Investment
ExcitementGenerators
TheKanoModel
Delight
Dana Chisnell’s 3 Approaches to Delight
PleasureFlow
Meaning
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Designing for Flow
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Credit Dan Rubin
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Investment
ExcitementGenerators
TheKanoModel
Delight
Dana Chisnell’s 3 Approaches to Delight
PleasureFlow
Meaning
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Designing for Meaning
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United
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Investment
ExcitementGenerators
TheKanoModel
Delight
Dana Chisnell’s 3 Approaches to Delight
PleasureFlow
Meaning
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Investment
Use
r S
ati
sfacti
on
PerformancePayoff
Basic Expectations
ExcitementGenerators
TheKanoModel
TIME
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UX Strategy:Excitement Generators‣ 3 approaches to delight (from Dana Chisnell’s research)
‣ Pleasure, !ow, and meaning
‣ Pleasure is least expensive; meaning is hardest to do well.
‣Delighters will eventually become basic expectations.
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6 The role of innovation
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☺
☹
Current experience
Aspirational experience
Innovation
Innovation is how weraise the current experience
to meet our aspirations
Customer Journey Map
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Intuit
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Turbotax SnapTax
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Innovation
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Innovation is not adding new inventions.
Innovation is adding new value.
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Building a Winning UX Strategy from the Kano Model‣ Prune features to avoid experience rot.
‣ Diligently scour the experience for missed expectations.
‣ Use pleasure, !ow, and meaning to identify possible delighters.
‣ Remember delighters become basic expectations.
‣ Innovate with baby steps to the aspirational experience.
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UnicornInstitute.com
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@jmspool
uie.com
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