delight 2013 | jared spool of uie
TRANSCRIPT
@jmspoolJared M. Spool
Build a Winning UX Strategy from the Kano Model
1How satis!ed can you get?
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
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!
☺
☹
?
Frustrating Experiences
Delightful Experiences
?
Delicious?Edible?
Satisfactory?
What does Extremely Satis!ed Mean?
Extremely Delicious?
Extremely Edible?
☺
☹
?
Frustrating Experiences
Delightful Experiences
Frustrating Experiences
Usable Experiences
Delightful Experiences
Just don’t suck
Be delightful
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☹
Not Sucky Delightful≠
FrustrationRemoved
DelightAdded
2How much do we invest to get delight?
UX Strategy:Moving our users from frustrated to delighted.
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?
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
Noriaki Kano
Investment
Use
r S
ati
sfacti
on
PerformancePayoff
Basic Expectations
ExcitementGenerators
TheKanoModel
Frustration
Delight
3 The Plague of Experience Rot
Investment
Use
r S
ati
sfacti
on
PerformancePayoff
TheKanoModel
Frustration
Delight
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37Signals: Getting Real
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.
4Great Expectations
Investment
Use
r S
ati
sfacti
on
Basic Expectations
TheKanoModel
Frustration
Delight
Apple Maps
Investment
Use
r S
ati
sfacti
on
Basic Expectations
TheKanoModel
Frustration
Delight
‣ Can never get above neutral satisfaction.
‣We can only screw this up.
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.
5Generating Excitement with Pleasure, Flow, and Meaning
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Make it all delightful
Customer Journey Map
Investment
Use
r S
ati
sfacti
on
ExcitementGenerators
TheKanoModel
Frustration
Delight
Investment
ExcitementGenerators
TheKanoModel
Delight
PleasureFlow
Dana Chisnell’s 3 Approaches to Delight
Meaning
Purchase price: $3.00
Selling price: $193.50
Designing for Pleasure
Spent Budget at Walmart: 89%
Spent Budget at Crutch!eld: 237%
Investment
ExcitementGenerators
TheKanoModel
Delight
Dana Chisnell’s 3 Approaches to Delight
PleasureFlow
Meaning
Designing for Flow
Credit Dan Rubin
Investment
ExcitementGenerators
TheKanoModel
Delight
Dana Chisnell’s 3 Approaches to Delight
PleasureFlow
Meaning
Designing for Meaning
United
Investment
ExcitementGenerators
TheKanoModel
Delight
Dana Chisnell’s 3 Approaches to Delight
PleasureFlow
Meaning
Investment
Use
r S
ati
sfacti
on
PerformancePayoff
Basic Expectations
ExcitementGenerators
TheKanoModel
TIME
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.
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
Intuit
Turbotax SnapTax
Innovation
Innovation is not adding new inventions.
Innovation is adding new value.
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.
UnicornInstitute.com
@jmspool
uie.com
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