The Art of Things Not Done: prioritising for user value with the Kano model - Camp Digital,...

The Art of Things Not Done

GDS Design Principles posters by Paul Downey @psd, github.com/psd/design-principles-doodles

Sophie Dennis slideshare.net/sophiedennis

@sophiedennis

https://github.com/psd/design-principles-doodles

http://slideshare.net/sophiedennis

sophiedennis@

dream the impossible dream

Photo by Mark Gunn flic.kr/p/iPk2n9

https://flic.kr/p/iPk2n9

sophiedennis@

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

Always.

- Jeff Patton

“

sophiedennis@@sophiedennis

Photo by Cena flic.kr/p/oRJfJo

Obligatory cat picture

http://flic.kr/p/oRJfJo

sophiedennis@

Time & Cost

ScopeQuality

sophiedennis@

vs

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

Wenger Giant 87 tools

141 functions 9” long 32 oz

Leatherman Micra 7 tools

10 functions 2.5” long

2 oz

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

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

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

“

sophiedennis@

how do you deliver a kick-arse web conference for less

than £10 a head?

Time & Cost

ScopeQuality

sophiedennis@

is a bad lunch better than no lunch?

sophiedennis@

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



sophiedennis@


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

built-in sat nav






sophiedennis@


UserSa

tisfaction


Disappointed

Neutral

Satisfied

Delighted

“Must Have” Basic Expectations

e.g. Brakes Tyres

Kano Model

One-dimensional Performance

Pay Offs








sophiedennis@


UserSa

tisfaction


Disappointed

Neutral

Satisfied

Delighted

Attractive Excitement Generators

e.g. Automated

parking systems

Kano Model


One-dimensional Performance

Pay Offs








sophiedennis@

Lunch Cake!

Meet Expectations


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted


UserS

atisfaction


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


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

Absence highly unsatisfying

Little difference in satisfaction between basic, good and best-

of-breed implementation

sophiedennis@

Year 1 Wow! There’s cake!

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

Year 3 What! No cake?!

!

"

#

sophiedennis@

Expectation Escalation


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

“I expect it”

“I love it!”



sophiedennis@



UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

Air conditioning (2015)


Air conditioning (1995)


sophiedennis@



UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

Cars that park themselves (2025)


Cars that park themselves

(2015)


sophiedennis@

Best-of-breed features

Premium Brand


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

Innovate to stay ahead of the curve

Headphone jack?

sophiedennis@


UserS

atisfaction


Disappointed

Neutral

Satisfied

Delighted

Budget BrandBasic, but not too basic

sophiedennis@

delight

Photo by tawest64 flic.kr/p/aXeMKF

“wow factor”@sophiedennis

https://flic.kr/p/aXeMKF

sophiedennis@

Designing for DelightGiles Colborne

http://www.slideshare.net/cxpartners/designing-for-delight-giles-colborne Video @ UX Lausanne 2014 https://vimeo.com/98204333

http://www.slideshare.net/cxpartners/designing-for-delight-giles-colborne

https://vimeo.com/98204333

sophiedennis@

User Journey

Use

r Exp

erie

nce

sophiedennis@

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

Peak

End

Solid Closing Keynote

½hoursalespitch

Amazingspeakeryouhaven’tseen

before

sophiedennis@

End well

Eliminate these

Amplify these

End

Peak



User Journey

Use

r Exp

erie

nce

sophiedennis@

Bad lunch?

Cake!After Party? Make

sure it doesn’t suck

Definitely



User Journey

Use

r Exp

erie

nce

Eliminate it!

End

Peak

sophiedennis@

User Story Mapping – Jeff Patton‘The New User Story Backlog is a Map’ jpattonassociates.com/the-new-backlog

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

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

prio

rity

start enduser journey

User Story Mapping – Jeff Patton‘The New User Story Backlog is a Map’ jpattonassociates.com/the-new-backlog


sophiedennis@


StoryStory Story

Story

Story Story Story

StoryStory

Story

Story

Story

low

high

Task Task Task Task Task Task TaskTask

Story

Task

Story

prio

rity


shallow and wide

Goal (User Need)

Goal (User Need)

Goal (User Need)

Goal (User Need)

Goal (User Need)

sophiedennis@

Firs

t rel

ease

Futu

re re

leas

e

shallow and widelow

high

prio

rity


Task Task Task Task Task Task TaskTask Task

Story

Story Story StoryStory StoryStory

Story

Story

Story


Story Story

StoryStory

Goal (User Need)

Goal (User Need)

Goal (User Need)

Goal (User Need)

Goal (User Need)

sophiedennis@

narrow and deeplow

high

prio

rity

Story Story Story Story Story

Story Story

StoryStory



StoryStory Story

Story

Story

StoryStory

Story

StoryStory

Story

Goal (User Need)

Goal (User Need)

Goal (User Need)

Goal (User Need)

Goal (User Need)

sophiedennis@

narrow and deeplow

high

prio

rity

our product some other product

Story Story Story Story Story

Story Story

StoryStory



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)

sophiedennis@

Task 1 Feature ‘Must Have’

Task 2 Feature ‘Performance’


Task 4 Feature ‘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

sophiedennis@





Phase 1 Basic Basic Basic Basic

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

sophiedennis@

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

sophiedennis@

Do fewer things better





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

sophiedennis@






Phase 2

Phase 3


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

Delighted User

sophiedennis@

Minimum Viable Experience






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

Delighted User

sophiedennis@






Phase 2 Basic Good Good

Phase 3 Good Best of Breed GoodDelighted

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

Satisfied

Satisfied

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


sophiedennis@

One last thing…

sophiedennis@

bewareProblem Definition Escalation

sophiedennis@

The client asks you to design a business card You respond that the problem is really the client’s logo

The client asks you to design a logo You say the problem is the entire identity system

The client asks you to design the identity You say that the problem is the client’s business plan Michael Beirut, ‘You’re So Intelligent’, Design Observer, 9 May 2007 designobserver.com/feature/youre-so-intelligent/5917/

http://designobserver.com/feature/youre-so-intelligent/5917/

sophiedennis@

The problem isn’t making something look pretty, you fool, it’s world hunger!Michael Beirut, ‘You’re So Intelligent’, Design Observer, 9 May 2007 designobserver.com/feature/youre-so-intelligent/5917/

http://designobserver.com/feature/youre-so-intelligent/5917/

sophiedennis@

What are you doing? Making it easier to book an appointment for a flu jab

Why?So more people get their flu jabs

Why?So fewer people end up in hospital with severe, life-threatening flu

Why?To reduce pressure on the health service Why?ONLY WE CAN SAVE THE NHS!

sophiedennis@

“the nature of these challenges are emblematic of deeply entrenched flaws in our institutional structures, our underlying theories, definitions of success, and ultimately how we have constructed our civilization.” Christian Bason The frontiers of design for policy

sophiedennis@

People still don’t have their flu jabs

sophiedennis@

It is the small everyday deeds of ordinary folk that keep the darkness at bay.

Small acts of kindness and love.

— J.R.R. Tolkien

“

Sophie Dennis slideshare.net/sophiedennis

The Art of Things Not Done

@

GDS Design Principles posters by Paul Downey @psd, github.com/psd/design-principles-doodles

sophiedennis

http://slideshare.net/sophiedennis

https://github.com/psd/design-principles-doodles

The Art of Things Not Done: prioritising for user value with the Kano model - Camp Digital,...

Business

Transcript of The Art of Things Not Done: prioritising for user value with the Kano model - Camp Digital,...