@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

☺

☹

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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Experience Rot

Features Complexity Experience

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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

jspool@uie.com

uie.com

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