delightful design with the kano model (wordcamp toronto 2015)
TRANSCRIPT
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Jesse Emmanuel Rosario @jemrosario Delightful Design with the Kano Model
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WordCamp Toronto 2015 | October 3-4, 2015
• UserExperienceSpecialist,Analy3calEngineInterac3ve,Inc.(Toronto,ON)
About Me
@jemrosario #WCTO
SLIDES HERE:
http://ow.ly/SWLQq
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WordCamp Toronto 2015 | October 3-4, 2015
PHOTO BY Aaron Vincent Elkaim
(THE CANADIAN PRESS)
Supposeyouwereflyinghomefortheholidays…
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WordCamp Toronto 2015 | October 3-4, 2015
Hi! I’m Mary from (airline carrier). You told us through Twitter that you’re
flying with us today. So we got you a little surprise to wish you a lovely holiday!
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WordCamp Toronto 2015 | October 3-4, 2015
What would you feel if your were treated to this kind of surprise?
AwedSurprisedEntertainedAmazedDelighted
KLM Happy Holidays Flight
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WordCamp Toronto 2015 | October 3-4, 2015
KLM Surprise (2010) PR Campaign
Boondoggle Amsterdam
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WordCamp Toronto 2015 | October 3-4, 2015
KLM Surprise (2010) “Over 1,000,000 impressions on
Twitter alone. And a Cannes Lions Award for PR”
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WordCamp Toronto 2015 | October 3-4, 2015
FACT:
Designersanddevelopershaven’tbeentalkingabout
deliveringdelighttoourusersbecause...
…we’rereallyjusttryingnottomakethatlastwebsitewebuilt…suckL
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WordCamp Toronto 2015 | October 3-4, 2015
electrifying>mes.com(FromBuzzfeed’s“20HilariouslyTerribleCorporateWebsites”)
• Ourdesignstandardshingedonmakingsurethatthingsarefunc>onal,reliableandrela3velyusable.Foraslongasitgetsthejobdone–i.e.“Let’shaveawebsite!”–itwasgood.
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WordCamp Toronto 2015 | October 3-4, 2015
Butthingshavechanged…
tswi(na+on.tumblr.com
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WordCamp Toronto 2015 | October 3-4, 2015
functional
reliable
usable
functional
reliable
usable
pleasurable
OLD WORLD (“survival mode”)
NEW WORLD (delivering delight)
Aarron Walter, Designing for Emotion (2011)
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WordCamp Toronto 2015 | October 3-4, 2015
So how do we deliver such ‘delight’ to our users?
TODAY’SAGENDA:– OverviewoftheKanoModel– UsingtheKanoModel– #KanoProblems– Alterna3veWaystoUsetheKanoModel
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WordCamp Toronto 2015 | October 3-4, 2015
• Atheoryofcustomersa3sfac3onthatiden3fiesthethreetypesofproducta_ributesandtheinvestmentinvolvedinbuildingthem.
• Publishedin1984,JournaloftheJapaneseSocietyforQualityControl
The Kano Model
Noriaki Kano
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WordCamp Toronto 2015 | October 3-4, 2015
DELIGHT
DISGUST
POOR EXECUTION
AMAZING EXECUTION
Satisfiers
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WordCamp Toronto 2015 | October 3-4, 2015
Sa>sfiersareodenyourmostexplicitlystated,“desired”quali3es.Themorethesedesiredquali3esareontheproduct,thehappiercustomersare.
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WordCamp Toronto 2015 | October 3-4, 2015
DELIGHT
DISGUST
POOR EXECUTION
AMAZING EXECUTION
Satisfiers
Basic Expectations “Add a basic feature, nobody
notices. But take them away, well then everyone loses their minds!”
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WordCamp Toronto 2015 | October 3-4, 2015
• sss
Price???
AddtoCart???
[screamsinternally]
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WordCamp Toronto 2015 | October 3-4, 2015
BOTTOMLINE:
Don’tmesswithbasic
expecta>ons.Theymaynotgeneratealotofdelightwhen
youhavethem.Butloseit,andyouruserswillgo
frustrated.
PhotobyChuckCoker(Flickr)
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WordCamp Toronto 2015 | October 3-4, 2015
DELIGHT
DISGUST
POOR EXECUTION
AMAZING EXECUTION
Satisfiers
Basic Expectations
Exciters/Delighters
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WordCamp Toronto 2015 | October 3-4, 2015
Delightersareyourexcitementgenerators.TheybringtheWOWfactorintoyourproductandsetyouapartfromthecompe33on.
Slack’s visual design
and super friendly microcopy
Balsamiq’s Help Items (dinner suggestions, play
background music, UX & design resources)
In-car GPS
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WordCamp Toronto 2015 | October 3-4, 2015
Great!Sohowdoweuseit?!J
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WordCamp Toronto 2015 | October 3-4, 2015
• STEP1:AsktheKanoQues>onPair
Using the Kano Model
Func>onalForm
Adapted from Mike Cohn, Agile Estimating and Planning (2005)
Howwouldyoufeelif(product)had(featureX)?
Dysfunc>onalForm
Howwouldyoufeelif(product)didnothave
(featureX)?
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WordCamp Toronto 2015 | October 3-4, 2015
• STEP1:AsktheKanoQues>onPair
Using the Kano Model
Func>onalForm
Adapted from Mike Cohn, Agile Estimating and Planning (2005)
Howwouldyoufeelifelec:ons.cahada
‘FindMyPollingSta:on’tool/service?
IlikeitIexpectitI’mneutral
IcanlivewithitIdislikeit
Dysfunc>onalForm
Howwouldyoufeelifelec:ons.cadidnothavea‘FindMyPollingSta:on’
tool/service?
IlikeitIexpectitI’mneutral
IcanlivewithitIdislikeit
X
X
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WordCamp Toronto 2015 | October 3-4, 2015
• STEP2:AnalyzeallresponsesM–must-haves(i.e.basicexpecta3ons)L–linear(i.e.sa3sfiers)E–exciters
I–indifferentR-reverseQ-ques3onable
Using the Kano Model
(Thefeaturebeinganalyzed)
Dysfunc>onalQues>on
Func>o
nal
Que
s>on
Adapted from Mike Cohn, Agile Estimating and Planning (2005)
Like
Expe
ct
Neu
tral
LiveW
ith
Dislike
Like
Expect
Neutral
LiveWith
Dislike
Q E E E L
R I I I M
R I I I M
R I I I M
R R R R Q
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WordCamp Toronto 2015 | October 3-4, 2015
• STEP2:AnalyzeallresponsesM–must-haves(i.e.basicexpecta3ons)L–linear(i.e.sa3sfiers)E–exciters
I–indifferentR-reverseQ-ques3onable
Using the Kano Model
FEATURE:Findmypolling
sta3ononelec3ons.ca
NOTAVAILABLE
AVAILA
BLE
Adapted from Mike Cohn, Agile Estimating and Planning (2005)
Like
Expe
ct
Neu
tral
LiveW
ith
Dislike
Like
Expect
Neutral
LiveWith
Dislike
Q E E E L
R I I I M
R I I I M
R I I I M
R R R R Q
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WordCamp Toronto 2015 | October 3-4, 2015
• STEP2:AnalyzeallresponsesM–must-haves(i.e.basicexpecta3ons)L–linear(i.e.sa3sfiers)E–exciters
I–indifferentR-reverseQ-ques3onable
Using the Kano Model
FEATURE:Findmypolling
sta3ononelec3ons.ca
NOTAVAILABLE
AVAILA
BLE
Adapted from Mike Cohn, Agile Estimating and Planning (2005)
Like
Expe
ct
Neu
tral
LiveW
ith
Dislike
Like
Expect
Neutral
LiveWith
Dislike
Q E E E L
R I I I M
R I I I M
R I I I M
R R R R Q
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WordCamp Toronto 2015 | October 3-4, 2015
• STEP3:Tallyallresponsestoseewhichproductfeatures/func>onali>esreallymaWertoyourusers.
Using the Kano Model
Feature/Product Require-
ment
E L M I R Q Total Winning Category
‘Find My Polling Station’
10 3 8 2 - - 23 E
Adapted from Nitesh Verma (Xserve Consulting), http://www.slideshare.net/niteshv/kano-model-for-customer-needs
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this thing is just too involved… P R O B L E M
I don’t have the time. “User Research” is expensive. The product is simple enough to not warrant “user research”. We have bigger problems than what users want.
We’re too busy for this sort of work. Users are stupid… let them figure it out!
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WordCamp Toronto 2015 | October 3-4, 2015
#KanoProblems
It’sasurveyforheaven’ssake!:-\
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WordCamp Toronto 2015 | October 3-4, 2015
#KanoProblems
15respondents(bytheway,theimageisToronto’s
dearlybeloved‘Lovebot’)
1survey=10ques3ons
1ques3on=2answers
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WordCamp Toronto 2015 | October 3-4, 2015
#KanoProblems
15respondents
150ques3onstoanswer
300responsestoanalyze
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WordCamp Toronto 2015 | October 3-4, 2015
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WordCamp Toronto 2015 | October 3-4, 2015
Three ways the Kano Model can be useful to you beyond its
traditional usage
a.k.a. How the Kano Model has helped me do my job well… er, better.
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WordCamp Toronto 2015 | October 3-4, 2015
• Comeupwithaworkingfeaturelistto:– Iden3fytheproducta_ributes/capabili3esyouwouldliketoseeinthefinalproduct.
– Seewhichmightbeadelighter,sa3sfiers,andbasicexpecta3on
Build a Working Feature List
Image from Leah Buley’s “The User Experience Team of One” (Rosenfeld Media, 2013)
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WordCamp Toronto 2015 | October 3-4, 2015
• Compareandcontrastyourcompe33on’sproductoffering.
• Referbacktoyourfeaturelistandthencrossoutfeaturesthatmaybebadnewsforyou.
Competitive Analysis
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WordCamp Toronto 2015 | October 3-4, 2015
• Useyourbestjudgmentonwhichfeaturesareexciters,sa3sfiersandbasicexpecta3ons.
• Backthisupwithuserresearch(e.g.Kanosurvey,userinterviews,secondaryresearch)tobuildasolidcasefortheinclusionofthisfeatureinthefeaturelist.
Prioritize the Feature List
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WordCamp Toronto 2015 | October 3-4, 2015
Images from Leah Buley’s “The User Experience Team of One” (Rosenfeld Media, 2013)
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WordCamp Toronto 2015 | October 3-4, 2015
Resources are limited; Users prefer simplicity
R E M E M B E R
“Users almost always prefer a simple product with fewer features executed extremely well over a feature-bloated product with a lot of capabilities that are executed only marginally well.”
Leah Buley (@ugleah) Principal Analyst, Customer Experience at Forrester Research Author, The User Experience Team of One (Rosenfeld Media, 2013)
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WordCamp Toronto 2015 | October 3-4, 2015
To End… • TheKanoModelhelps
usiden3fyaproduct/service’sexciters,sa>sfiers,andbasicexpecta>ons.
• Formalapplica3on:Kanosurvey+analysis
• Informalapplica3on:Feature‘thinking’andstrategizing
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WordCamp Toronto 2015 | October 3-4, 2015
• Differen3a3onandinnova3onhappenatthedelighterlevel.• Over3me,however,thedelighterbecomesthenewnormal
andeventually,basicexpecta>on.• Customerneedschange.
Watchoutforthisandpivotaccordingly.
To End…
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Jesse Emmanuel Rosario @jemrosario Delightful Design with the Kano Model
Thank you! ;-)