UX for Lean Products

Half, Not Half-Assed

By Donald Lim

Lean means compromised Experience?

Share experience of a product you manage or design get compromised?

It means to do as little as possible so you can learn if you did the right thing or not

Why?Manage resources and prevent scope creep

Aims to design an experience that allows user to achieve their objective well

Why?To ensure it’s a useful product that is desirable to use

MVP

GoodUX

A Balancing Act for Good Product

Market desirability

Business viability

Technological feasibility

Focus on Desirability, Optimize for Feasibility and Viability

1. Think what could make an awesome product

2. Evaluating what’s the minimum to make it relevant & good

3. Design for it

Evaluating what’s the minimum to make it relevant & good

About KANO MODELby Kanō Noriaki (狩野紀昭 )

Kano challenged the conventional beliefs that improving each attribute of a company's product or service will lead to increased customer satisfaction.

Kano believed that not all attributes of product or service performance are equal in the eyes of the customer, and that some attributes create higher levels of customer satisfaction than others.

3 Core Tenets

1. Value attracts customers

2. Quality keeps customers & build loyalty

3. Innovation is necessary to differentiate and compete in the market

2 DimensionCustomer very satisfied

Customer very dissatisfied

Level of Satisfaction

Executed poorlyor not at all

Executed very well

Execution Quality

3 Core Type of Attribute

1. Hygiene

2. Performance

3. Excitement

Hygiene

Needs / Attributes / Features that are expected, assumed, given

The basic factors

Kano ModelCustomer very satisfied


HygieneExecuted poorlyor not at all

Executed very well

Satisfying basic minimizes dissatisfaction. Absence or poor execution leads to great dissatisfaction.

Hygiene

Absence of these features will cause dissatisfaction, but no amount of execution quality will cause positive satisfaction, it will only minimize dissatisfaction

Hygiene – Example

No toilet roll in cubicle Very dissatisfied

10 toilet roll in cubicle Okay, so what?

No forget password Dissatisfied

Super efficient password recovery Okay, move on

Hygiene - Nature

Nothing exciting Customer unlikely to list it as its expected

Uncover by studying the environment and observe repeating pattern

Performance

Need that are consciously evaluated by the customer and at the top of their minds when evaluating a product




Executed very well

Performance needs yield a proportional satisfaction for an investment in execution quality

Performance

Performance

Satisfaction is proportional to the quality of the feature.

Poor quality WTF? Why even bother?

Standard quality Didn’t notice it was there before

Good quality Ahh, this is how it should be done

Performance – Example

Low car mileage WTF? It suck like a jetplaneminus the speed

High car mileage Let’s drive across the road!

Website loading time 30 sec Why am I still here?

Website loading time 0.005 sec Why is not every site like that?

Performance- Nature

Easiest to ascertain from customer as they are ‘stated’ needs. User survey, focus group, etc.

Delight

Qualities that deliver “Buzz”. The wows, unique selling proposition, differentiator, innovations




Executed very well

Excitement needs delight when present but no dissatisfaction when not

Delight

Delight

Presence of these will delight customer and increase satisfaction. Absence won’t cause dissatisfaction.

Delight – Example

Internet access on plane Holy sh*t! I can Facebook if this plane got highjack!

24 hr online chat support Awesome!

Delight - Nature

Really hard to come by. Require an understanding of ‘latent need’ which can only really be understood through observation or incredible genius intuition.

Basic Kano ModelCustomer very satisfied


HygieneExecuted poorlyor not at all

Executed very well

Satisfying basic minimizes dissatisfaction. Absence or poor execution leads to great dissatisfaction.

Performance needs yield a proportional satisfaction for an investment in execution quality

Performance

Excitement needs delight when present but no dissatisfaction when not

Delight

Evaluate Type of FeatureFeature H, P, D

Forget PasswordAlso buy (crowd wisdom)Share widget

Zoom view

Chat feature

Editor Review

Evaluate Type of FeatureFeature H, P, D

Forget Password

Hygiene

Also buy (crowd wisdom)

Delight

Share widget Hygiene

Zoom view Delight

Chat feature Delight

Editor Review Performance

I have a list of Basic, Performance and Delight…

Now what?

Accounting for Feasibility

1. Type Presentation (FE) Logic (BE) Integration (SI)

2. Skill Required / Complexity Low, Med, High

3. Time Estimated Hour

Evaluation Table ExampleFeature H, P, D Tech

ComplexityTo achieve minimum threshold

Forget Password

Hygiene


Delight

Share widget Hygiene

Zoom view Delight

Chat feature Delight

Editor Review Performance



Forget Password

Hygiene Low B / 2


Delight High B / 40

Share widget Hygiene Low F / 2

Zoom view Delight Low F / 3

Chat feature Delight Med B / 8

Editor Review Performance Med B / 10

Which has better ROI?Customer very satisfied



Executed very well

High Value Added

Critical

Highly attractive

Which to focus?

1. Fulfil the Critical

2. Pick a few Highly Attractive

3. Spend more effort on a few High Value Added

As the gradient become gentler, it means ROI is low. This might be a feature you want to drop.

Err… but my business need to be sustainable…



BusinessBenefit

Business Cost

Forget Password

Hygiene Low B / 2


Delight High B / 40

Share widget Hygiene Low F / 2

Zoom view Delight Low F / 3

Chat feature Delight Med B / 8

Editor Review Performance Med B / 10



BusinessBenefit

Business Cost

Forget Password

Hygiene Low B / 2 Less contact us -


Delight High B / 40 Higher sales -

Share widget Hygiene Low F / 2 Higher traffic -

Zoom view Delight Low F / 3 - High volume of high res image

Chat feature Delight Med B / 8 Higher visitor retention > Higher sales

Dedicated team of service officer

Editor Review Performance Med B / 10 Higher traffic > Expert branding

Dedicated writers

So I just choose based on ROI for user, business and effort right?

Almost… but

Over time, excitement needs become performance needs, then basic needs.

The innovations of tomorrow, will become the hygiene factors of yesterday

Feature and need are not timelessCustomer very satisfied


BasicExecuted poorlyor not at all

Executed very well

Performance

Delight

Evaluation Table ExampleFeature B, P, D Tech


BusinessBenefit

Business Cost

Time Criticality

Forget Password

Hygiene Low B / 2 Less contact us

-


Delight High B / 40 Higher sales -

Share widget Hygiene Low F / 2 Higher traffic -

Zoom view Delight Low F / 3 - High volumeof high res image



Editor Review

Performance Med B / 10 Higher traffic > Expert branding

Dedicated writers

Evaluation Table ExampleFeature B, P, D Tech


BusinessBenefit

Business Cost

Time Criticality

Forget Password

Hygiene Low B / 2 Less contact us

- Low


Delight High B / 40 Higher sales - High

Share widget Hygiene Low F / 2 Higher traffic - Low

Zoom view Delight Low F / 3 - High volumeof high res image

Low



Med

Editor Review

Performance Med B / 10 Higher traffic > Expert branding

Dedicated writers

Low

What Is Shared?1. What is the Kano Model

2. How to estimate effort and feasibility

3. Accounting for business viability

4. How to see high ROI feature

5. Recognizing time sensitivity

6.MVP ≠ Bad UX

Value

For PM: Make informed decision. Control scope creep

For UX/Designer: Help guide design decisions

For Marketer: Sell the delight factors, people don’t need to be told of hygiene factors

For Developer: Help ensures all hygiene factor is there before concentrating on the delight factors.

UX for Lean Products

Design

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