prioritising the user experience - ux cambridge 2016

Sophie Dennis sophiedennis

Prioritising the User

Experience UX Cambridge 2016

@

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There is always more to build than you have the people, time and money for.

Always.

- Jeff Patton

“

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Time & Cost

ScopeQuality

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vs

www.leatherman.co.uk/micra/20.html www.amazon.com/Wenger-16999-Swiss-Knife-Giant/dp/B001DZTJRQ

http://www.leatherman.co.uk/micra/20.html

https://www.amazon.com/Wenger-16999-Swiss-Knife-Giant/dp/B001DZTJRQ/

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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

“

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how do you deliver a kick-arse web conference for

less than £10 a head?

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is a bad lunch better than no lunch?

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Feature Sophistication

UserSa

tisfaction

Not Present Poor Best of BreedBasicDissatisfied

Disappointed

Neutral

Satisfied

Delighted

Understanding the Kano Model - A Tool for Sophisticated Designers Jared Spool, UIEuie.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

http://uie.com/articles/kano_model/

http://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results

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UserSa

tisfaction


Disappointed

Neutral

Satisfied

DelightedOne-dimensional

Performance Pay Offs



e.g. Price Build quality Ease-of-use

Car Fuel-efficiency Engine power Boot space

Kano Model



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UserSa

tisfaction


Disappointed

Neutral

Satisfied

Delighted

“Must Have” Basic Expectations

e.g. Brakes Tyres

Kano Model

One-dimensional Performance

Pay Offs





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UserSa

tisfaction


Disappointed

Neutral

Satisfied

Delighted

Attractive Excitement Generators

e.g. Automated

parking systems

Kano Model


One-dimensional Performance

Pay Offs





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Exercise: Fantasy Event OrganiserWhere do the following fit on the Kano model?

•Drinking water

•Lunch

•Cake with tea and coffee


UserSa

tisfaction


Disappointed

Neutral

Satisfied

Delighted


Attractive Excitement Generators One-dimensional

Performance Pay Offs

2 mins

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UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


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

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Drinking Water Lunch Cake !

Meet Basic Expectations


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


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

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UserSa

tisfaction


Disappointed

Neutral

Satisfied

Delighted


Attractive Excitement Generators One-dimensional

Performance Pay OffsKano

ModelUnderstanding the Kano Model - A Tool for Sophisticated Designers Jared Spool, UIEuie.com/articles/kano_model/




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User Journey

Use

r Exp

erie

nce

the customer experience

Solid Closing Keynote

Bad lunch

Cake!

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Solid Closing Keynote

User Journey

Use

r Exp

erie

nce

Peak-End RulePeople remember the best bit, the worst bit, and the end

See, among others: Daniel Kahneman, Thinking Fast & Slow

End

Peak

Bad lunch

Cake!

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End on a high

eliminate these

Amplify these

End

Peak



User Journey

Use

r Exp

erie

nce

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After Party

Bad lunch

Cake!



User Journey

Use

r Exp

erie

nce

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Bad lunch? Eliminate it!

Cake!After Party ? Make

sure it doesn’t suck

Definitely



User Journey

Use

r Exp

erie

nce

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Exercise: Fantasy Event OrganiserOrganise 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


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

Budget Brand

A few, cheap satisfaction generators

Basic, but not too basic

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Best-of-breed features

Premium Brand


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

Innovate to stay ahead of the curve

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Expectation Escalation


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

“I expect it”

“I love it!”



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UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

Air conditioning (2015)


Air conditioning (1995)


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UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

Cars that park themselves (2025)


Cars that park themselves

(2015)


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Year 1 Wow! There’s cake!

Year 2 These cakes aren't as good as last year

Year 3 What! No cake?!

😃

😐

😡

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Year 2 £20 per head

5 mins

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making a roadmap

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Draw a line under each yearMark them ‘Year 1’ and ‘Year 2’

Year 1

Year 2

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Year 1 £10

Year 2 £20

Year 3 £25

Jugs of waterCookies!

Posters & handouts

Multi-camera video

Gourmet Sandwiches

Fancy Lanyards

Online + Slides on

ScreenStickers

AudioBasic

Sandwiches

Private room at

local pubLanyards

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

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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

prio

rity

story map

start enduser journey

The New User Story Backlog is a Map Jeff Patton, jpattonassociates.com/the-new-backlog

http://jpattonassociates.com/the-new-backlog/

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Firs

t ver

sion

Futu

re v

ersi

ons

shallow and widelow

high

prio

rity


Theme



Story Story

StoryStory

Story Story

Story



Story

Feature

Story

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narrow and deeplow

high

prio

rity


our product some other product

Theme



Story Story

StoryStory

Story Story

Story



Story

Feature

Story

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Feature 1 ‘Must Have’

Feature 2 ‘Performance’


Feature 4 ‘Attractive’

Phase 1 Basic Basic Basic Basic

Phase 2

Phase 3

Neutral Satisfied


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

Neutral Neutral

Minimum Viable Product? do a bit of everything


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

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Phase 2

Phase 3

Minimum Viable Product? Satisfied User


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

Neutral SatisfiedNeutral Neutral

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Minimum Viable Product? Satisfied User


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted






Phase 2

Phase 3

Neutral SatisfiedNeutral Neutral

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Minimum Viable Product?Do fewer things better


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted





Phase 1 Basic Basic Basic

Phase 2

Phase 3

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Phase 1 Basic Basic Good

Phase 2

Phase 3

Neutral DelightedNeutral Neutral

Minimum Viable Product?


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

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Minimum Viable Experience Delighted User






Phase 2

Phase 3



UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

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Delighted






Phase 2 Basic Good Basic

Phase 3 Good Best of Breed Good

Minimum Viable Experience Delighted User



UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

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let’s try it

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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 InternetYou’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

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1. Set up your road map1. 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-offsA for attractive excitement generators 10

mins

theme theme theme

1. Feature

2. Feature

3. Feature

4. Feature

low

high

feat

ure

soph

istic

atio

n

1. Feature

2. Feature

3. Feature

4. Feature

1. Feature

2. Feature

3. Feature

5. Feature

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2. Plan the launch1. 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 Feature

Feature

Feature

Must Have

30 pts

Nice to Have

up to 10 pts

Future

theme theme theme

Feature

Feature

Feature

Feature

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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

http://jpattonassociates.com/the-new-backlog/

Sophie Dennis sophiedennis

Prioritising the User

Experience UX Cambridge 2016

@