Prioritising the user experience - UX Cambridge 2016
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How to use the Kano Model to help prioritise product or service deliver to create the optimal overall user experience. How to create a story map to plan, visualise and communicate what you will deliver
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Prioritising the user experience - UX Cambridge 2016
- 1. Sophie Dennis sophiedennis Prioritising the User Experience UX Cambridge 2016 @
- 2. sophiedennis@ There is always more to build than you have the people, time and money for. Always. - Jeff Patton “
- 5. 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 “
- 6. sophiedennis@ how do you deliver a kick- arse web conference for less than £10 a head?
- 7. sophiedennis@ is a bad lunch better than no lunch?
- 8. 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
- 9. 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
- 10. 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
- 11. 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
- 12. sophiedennis@ Exercise: Fantasy Event Organiser Where do the following fit on the Kano model? •Drinking water •Lunch •Cake with tea and coffee Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted “Must Have” Basic Expectations Attractive Excitement Generators One-dimensional Performance Pay Offs 2 mins
- 13. sophiedennis@ 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 Must Have One-dimensional Attractive Meet Basic Expectations Sophisticated Performance Pays Off Generate Excitement Poor implementation will disappoint or dissatisfy Total absence may not disappoint Only best-of-breed implementation will truly delight customers Absence won’t disappoint Even basic implementation can please users Best-of-breed implementation not necessary to create delight Absence highly unsatisfying Little difference in satisfaction between basic, good and best- of-breed implementation
- 14. sophiedennis@ Drinking Water Lunch Cake ! Meet Basic 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 Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Sophisticated Performance Pays Off Generate Excitement Poor implementation will disappoint or dissatisfy Total absence may not disappoint Only best-of-breed implementation will truly delight customers Absence won’t disappoint Even basic implementation can please users Best-of-breed implementation not necessary to create delight Absence highly unsatisfying Little difference in satisfaction between basic, good and best- of-breed implementation
- 15. sophiedennis@ Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted “Must Have” Basic Expectations Attractive Excitement Generators One-dimensional Performance Pay OffsKano Model 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
- 16. sophiedennis@ User Journey UserExperience the customer experience Solid Closing Keynote Bad lunch Cake!
- 17. sophiedennis@ Solid Closing Keynote 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 End Peak Bad lunch Cake!
- 18. sophiedennis@ End on a high 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
- 19. sophiedennis@ After Party Bad lunch Cake! 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
- 20. sophiedennis@ Bad lunch? Eliminate it! 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
- 21. sophiedennis@ Exercise: Fantasy Event Organiser Organise a awesome event for £10 a head: 1. Eliminate the things you simply can’t afford 2. Identify your ‘must haves’ Then… 3. What’s an acceptable basic version of the ‘must haves’? 4. What added extras can you afford to elevate the overall experience? 5 mins
- 22. Feature Sophistication UserSatisfaction Not Present Poor Best of BreedBasic Dissatisfied Disappointed Neutral Satisfied Delighted Budget Brand A few, cheap satisfaction generators Basic, but not too basic
- 23. 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
- 24. 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
- 25. 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
- 26. 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
- 27. sophiedennis@ Year 1 Wow! There’s cake! Year 2 These cakes aren't as good as last year Year 3 What! No cake?! 😃 😐 😡
- 28. sophiedennis@ Year 2 £20 per head 5 mins
- 30. sophiedennis@ Draw a line under each year Mark them ‘Year 1’ and ‘Year 2’ Year 1 Year 2
- 31. sophiedennis@ Year 1 £10 Year 2 £20 Year 3 £25 Jugs of water Cookies! Posters & handouts Multi- camera video Gourmet Sandwiches Fancy Lanyards Online + Slides on Screen Stickers Audio Basic Sandwiches Private room at local pub Lanyards Lanyard Inserts Programme Booklet Same as Year 1 Same as Year 1 Same as Year 2 Same as Year 1 Same as Year 1 Simple story map
- 32. sophiedennis@ Theme Story Story Story Story Story Story StoryStory Story StoryStory Story Story StoryStory Story Story Story low high Theme Theme Theme Theme Feature Feature Feature Feature Feature Feature FeatureFeature Story Feature Story priority story map start enduser journey The New User Story Backlog is a Map Jeff Patton, jpattonassociates.com/the-new-backlog
- 33. sophiedennis@ FirstversionFutureversions shallow and wide low high priority start enduser journey Theme Story Story Story Story Story Story StoryStory Story StoryStory Story Story StoryStory Story Story Story Theme Theme Theme Theme Feature Feature Feature Feature Feature Feature FeatureFeature Story Feature Story
- 34. sophiedennis@ narrow and deep low high priority start enduser journey our product some other product Theme Story Story Story Story Story Story StoryStory Story StoryStory Story Story StoryStory Story Story Story Theme Theme Theme Theme Feature Feature Feature Feature Feature Feature FeatureFeature Story Feature Story
- 35. sophiedennis@ Feature 1 ‘Must Have’ Feature 2 ‘Performance’ Feature 3 ‘Performance’ Feature 4 ‘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
- 36. sophiedennis@ Feature 1 ‘Must Have’ Feature 2 ‘Performance’ Feature 3 ‘Performance’ Feature 4 ‘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
- 37. sophiedennis@ 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 Feature 1 ‘Must Have’ Feature 2 ‘Performance’ Feature 3 ‘Performance’ Feature 4 ‘Attractive’ Phase 1 Basic Basic Basic Basic Phase 2 Phase 3 Neutral SatisfiedNeutral Neutral
- 38. 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 Feature 1 ‘Must Have’ Feature 2 ‘Performance’ Feature 3 ‘Performance’ Feature 4 ‘Attractive’ Phase 1 Basic Basic Basic Phase 2 Phase 3
- 39. sophiedennis@ Feature 1 ‘Must Have’ Feature 2 ‘Performance’ Feature 3 ‘Performance’ Feature 4 ‘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
- 40. sophiedennis@ Minimum Viable Experience Delighted User Feature 1 ‘Must Have’ Feature 2 ‘Performance’ Feature 3 ‘Performance’ Feature 4 ‘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
- 41. sophiedennis@ Delighted Feature 1 ‘Must Have’ Feature 2 ‘Performance’ Feature 3 ‘Performance’ Feature 4 ‘Attractive’ Phase 1 Basic Basic Good Phase 2 Basic Good Basic Phase 3 Good Best of Breed Good 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
- 43. sophiedennis@ The plan 1. Create a story map of possible features 2. Decide where they fit on the Kano model: • ‘must have’ basic expectations • one-dimensional performance pay-offs • attractive excitement generators 3. Plan a cut-down first release, using the Kano model as a guide to help you deliver the best user experience with your available resources The best possible launch for Best of Cats on the Internet You’ve come up with an ambitious plan to create the world’s most cat-tastic website, delivering a best-of-breed user experience. But with limited funds you need to work out an alternative, lower-cost plan to get to launch which will still deliver a great experience to cat-lovers everywhere and build that all-important buzz. Groups of 4
- 44. sophiedennis@ 1. Set up your road map 1. Take the 8 theme cards. Place them in the row at the top of a large sheet of flip chart paper. 2. Arrange the story cards in columns under each theme. Place them in order of sophistication, absent or low at the top, high at the bottom. 3. Each theme has a box suggesting where it fits on the Kano model. 4. Some themes are missing their Kano type. Fill in the missing Kano types: B for ‘must have’ basic expectations P for performance pay-offs A for attractive excitement generators 10 mins theme theme them 1. Feature 2. Feature 3. Feature 4. Feature low high featuresophistication 1. Feature 2. Feature 3. Feature 4. Feature 1. Feat 2. Feat 3. Feat 5. Feature
- 45. sophiedennis@ 2. Plan the launch 1. Divide the road map horizontally into 3 rows: 1. Must have for launch 2. Nice to have for launch 3. Future 2. You have 30 points to spend to get to launch. You can also assign up to 10 points to ‘nice to haves’ which the team will build if they have time. 3. Decide how to spend your points, placing the story cards in the appropriate row on the map. 15 mins Feature Feature Feature Feature Featu Featu Featu Must Have 30 pts Nice to Have up to 10 pts Future theme theme them Feature Feature Feature Feature
- 46. sophiedennis@ Advice for story mapping • Make it a whole team activity • Include anyone who thinks they make the final decision on priority and scope • Know your customer journey – their needs, motivations, behaviours and pain points • Use the Kano model to focus on getting best bang for buck • 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
- 47. Sophie Dennis sophiedennis Prioritising the User Experience UX Cambridge 2016 @