sophiedennis@
There is always more to build than you have the people, time and money for.
Always.
- Jeff Patton
“
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vs
www.leatherman.co.uk/micra/20.html 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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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
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Feature Sophistication
UserSa
tisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
DelightedOne-dimensional
Performance Pay Offs
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
e.g. Price Build quality Ease-of-use
Car Fuel-efficiency Engine power Boot space
Kano Model
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Feature Sophistication
UserSa
tisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
“Must Have” Basic Expectations
e.g. Brakes Tyres
Kano Model
One-dimensional Performance
Pay Offs
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
sophiedennis@
Feature Sophistication
UserSa
tisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Attractive Excitement Generators
e.g. Automated
parking systems
Kano Model
“Must Have” Basic Expectations
One-dimensional Performance
Pay Offs
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
sophiedennis@
Exercise: Fantasy Event OrganiserWhere do the following fit on the Kano model?
•Drinking water
•Lunch
•Cake with tea and coffee
Feature Sophistication
UserSa
tisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
“Must Have” Basic Expectations
Attractive Excitement Generators One-dimensional
Performance Pay Offs
2 mins
sophiedennis@
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
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
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
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
sophiedennis@
Feature Sophistication
UserSa
tisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
“Must Have” Basic Expectations
Attractive Excitement Generators One-dimensional
Performance Pay OffsKano
ModelUnderstanding 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
sophiedennis@
User Journey
Use
r Exp
erie
nce
the customer experience
Solid Closing Keynote
Bad lunch
Cake!
sophiedennis@
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!
sophiedennis@
End on a high
eliminate these
Amplify these
End
Peak
Peak-End RulePeople remember the best bit, the worst bit, and the end
See, among others: Daniel Kahneman, Thinking Fast & Slow
User Journey
Use
r Exp
erie
nce
sophiedennis@
After Party
Bad lunch
Cake!
Peak-End RulePeople remember the best bit, the worst bit, and the end
See, among others: Daniel Kahneman, Thinking Fast & Slow
User Journey
Use
r Exp
erie
nce
sophiedennis@
Bad lunch? Eliminate it!
Cake!After Party ? Make
sure it doesn’t suck
Definitely
Peak-End RulePeople remember the best bit, the worst bit, and the end
See, among others: Daniel Kahneman, Thinking Fast & Slow
User Journey
Use
r Exp
erie
nce
sophiedennis@
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
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Budget Brand
A few, cheap satisfaction generators
Basic, but not too basic
sophiedennis@
Best-of-breed features
Premium Brand
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Innovate to stay ahead of the curve
sophiedennis@
Expectation Escalation
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
“I expect it”
“I love it!”
“Must Have” Basic Expectations
Attractive Excitement Generators
sophiedennis@
Expectation Escalation
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Air conditioning (2015)
“Must Have” Basic Expectations
Air conditioning (1995)
Attractive Excitement Generators
sophiedennis@
Expectation Escalation
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Cars that park themselves (2025)
“Must Have” Basic Expectations
Cars that park themselves
(2015)
Attractive Excitement Generators
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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 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
sophiedennis@
Firs
t ver
sion
Futu
re v
ersi
ons
shallow and widelow
high
prio
rity
start enduser journey
Theme
Story Story Story Story Story Story
StoryStory Story StoryStory
Story Story
StoryStory
Story Story
Story
Theme Theme Theme Theme
Feature Feature Feature Feature Feature Feature FeatureFeature
Story
Feature
Story
sophiedennis@
narrow and deeplow
high
prio
rity
start enduser journey
our product some other product
Theme
Story Story Story Story Story Story
StoryStory Story StoryStory
Story Story
StoryStory
Story Story
Story
Theme Theme Theme Theme
Feature Feature Feature Feature Feature Feature FeatureFeature
Story
Feature
Story
sophiedennis@
Feature 1 ‘Must Have’
Feature 2 ‘Performance’
Feature 3 ‘Performance’
Feature 4 ‘Attractive’
Phase 1 Basic Basic Basic Basic
Phase 2
Phase 3
Neutral Satisfied
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Neutral Neutral
Minimum Viable Product? do a bit of everything
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
sophiedennis@
Feature 1 ‘Must Have’
Feature 2 ‘Performance’
Feature 3 ‘Performance’
Feature 4 ‘Attractive’
Phase 1 Basic Basic Basic Basic
Phase 2
Phase 3
Minimum Viable Product? Satisfied User
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Neutral SatisfiedNeutral Neutral
sophiedennis@
Minimum Viable Product? Satisfied User
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature 1 ‘Must Have’
Feature 2 ‘Performance’
Feature 3 ‘Performance’
Feature 4 ‘Attractive’
Phase 1 Basic Basic Basic Basic
Phase 2
Phase 3
Neutral SatisfiedNeutral Neutral
sophiedennis@
Minimum Viable Product?Do fewer things better
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature 1 ‘Must Have’
Feature 2 ‘Performance’
Feature 3 ‘Performance’
Feature 4 ‘Attractive’
Phase 1 Basic Basic Basic
Phase 2
Phase 3
sophiedennis@
Feature 1 ‘Must Have’
Feature 2 ‘Performance’
Feature 3 ‘Performance’
Feature 4 ‘Attractive’
Phase 1 Basic Basic Good
Phase 2
Phase 3
Neutral DelightedNeutral Neutral
Minimum Viable Product?
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
sophiedennis@
Minimum Viable Experience Delighted User
Feature 1 ‘Must Have’
Feature 2 ‘Performance’
Feature 3 ‘Performance’
Feature 4 ‘Attractive’
Phase 1 Basic Basic Good
Phase 2
Phase 3
Neutral DelightedNeutral Neutral
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
sophiedennis@
Delighted
Feature 1 ‘Must Have’
Feature 2 ‘Performance’
Feature 3 ‘Performance’
Feature 4 ‘Attractive’
Phase 1 Basic Basic Good
Phase 2 Basic Good Basic
Phase 3 Good Best of Breed Good
Minimum Viable Experience Delighted User
Neutral DelightedNeutral Neutral
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserS
atisfaction
Not Present Poor Best of BreedBasicDissatisfied
Disappointed
Neutral
Satisfied
Delighted
sophiedennis@
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
sophiedennis@
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
sophiedennis@
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
sophiedennis@
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
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