1. The Art
of Things
Not Done
GDS Design Principles gov.uk/guidance/government-design-principles Posters by Paul Downey @psd, github.com/psd/design-principles-doodles
Sophie Dennis
slideshare.net/sophiedennis
@sophiedennis
10. 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
“
11. sophiedennis@
how do you deliver a kick-
arse web conference for less
than £10 a head?
Time &
Cost
ScopeQuality
13. 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
14. 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
15. 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
16. 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
17. 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
18. sophiedennis@
[add massive posh cake
photo]
Photo by Joe Hunt flickr.com/photos/joe_0_1/17905461446 (CC BY 2.0)
You don’t
need this
kind of
cake
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
Headphone
jack?
24. sophiedennis@
— Dan Riccio, Senior VP of hardware engineering, Apple
Inside iPhone 7: Why Apple Killed The Headphone Jack
Buzzfeed, 7 Sep 2016
www.buzzfeednews.com/article/johnpaczkowski/inside-iphone-7-why-apple-killed-the-headphone-jack
iFixit / Via ifixit.com
The iPhone's 3.5-millimeter headphone jack.
26. sophiedennis@
“Sleep is our product
if you look at other big brands,
they would never send out a
product without testing it.”
www.independent.co.uk/news/people/profiles/wayne-munnelly-travelodges-director-of-sleep-6106692.html
29. 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
34. 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
35. sophiedennis@
User Story Mapping – Jeff Patton
‘The New User Story Backlog is a Map’ jpattonassociates.com/the-new-backlog
Getting
to Live
38. 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
41. 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)
42. 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)
43. 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)
44. 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)
45. 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)
46. 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
1pt 1pt 1pt 1pt
47. 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
1pt 1pt 1pt 1pt
48. 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
1pt 1pt 1pt
49. 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
1pt 1pt 2pt
50. 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
1pt 1pt 2pt
51. 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
1pt 1pt 2pt
52. 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
1pt 1pt 2pt
53. 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