Delightful Design with the Kano Model (WordCamp Toronto 2015)

Jesse Emmanuel Rosario @jemrosario Delightful Design with the Kano Model

WordCamp Toronto 2015 | October 3-4, 2015

•  UserExperienceSpecialist,Analy3calEngineInterac3ve,Inc.(Toronto,ON)

About Me

@jemrosario #WCTO

SLIDES HERE:

http://ow.ly/SWLQq

WordCamp Toronto 2015 | October 3-4, 2015

PHOTO BY Aaron Vincent Elkaim

(THE CANADIAN PRESS)

Supposeyouwereflyinghomefortheholidays…

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!

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

WordCamp Toronto 2015 | October 3-4, 2015

KLM Surprise (2010) PR Campaign

Boondoggle Amsterdam

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”

WordCamp Toronto 2015 | October 3-4, 2015

FACT:

Designersanddevelopershaven’tbeentalkingabout

deliveringdelighttoourusersbecause...

…we’rereallyjusttryingnottomakethatlastwebsitewebuilt…suckL

WordCamp Toronto 2015 | October 3-4, 2015

electrifying>mes.com(FromBuzzfeed’s“20HilariouslyTerribleCorporateWebsites”)

•  Ourdesignstandardshingedonmakingsurethatthingsarefunc>onal,reliableandrela3velyusable.Foraslongasitgetsthejobdone–i.e.“Let’shaveawebsite!”–itwasgood.

WordCamp Toronto 2015 | October 3-4, 2015

Butthingshavechanged…

tswi(na+on.tumblr.com

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functional

reliable

usable

functional

reliable

usable

pleasurable

OLD WORLD (“survival mode”)

NEW WORLD (delivering delight)

Aarron Walter, Designing for Emotion (2011)

WordCamp Toronto 2015 | October 3-4, 2015

So how do we deliver such ‘delight’ to our users?

TODAY’SAGENDA:–  OverviewoftheKanoModel–  UsingtheKanoModel–  #KanoProblems–  Alterna3veWaystoUsetheKanoModel

WordCamp Toronto 2015 | October 3-4, 2015

•  Atheoryofcustomersa3sfac3onthatiden3fiesthethreetypesofproducta_ributesandtheinvestmentinvolvedinbuildingthem.

•  Publishedin1984,JournaloftheJapaneseSocietyforQualityControl

The Kano Model

Noriaki Kano

WordCamp Toronto 2015 | October 3-4, 2015

DELIGHT

DISGUST

POOR EXECUTION

AMAZING EXECUTION

Satisfiers

WordCamp Toronto 2015 | October 3-4, 2015

Sa>sfiersareodenyourmostexplicitlystated,“desired”quali3es.Themorethesedesiredquali3esareontheproduct,thehappiercustomersare.

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!”

WordCamp Toronto 2015 | October 3-4, 2015

•  sss

Price???

AddtoCart???

[screamsinternally]

WordCamp Toronto 2015 | October 3-4, 2015

BOTTOMLINE:

Don’tmesswithbasic

expecta>ons.Theymaynotgeneratealotofdelightwhen

youhavethem.Butloseit,andyouruserswillgo

frustrated.

PhotobyChuckCoker(Flickr)

WordCamp Toronto 2015 | October 3-4, 2015

DELIGHT

DISGUST

POOR EXECUTION

AMAZING EXECUTION

Satisfiers

Basic Expectations

Exciters/Delighters

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

WordCamp Toronto 2015 | October 3-4, 2015

Great!Sohowdoweuseit?!J

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)?

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

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

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

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

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

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!

WordCamp Toronto 2015 | October 3-4, 2015

#KanoProblems

It’sasurveyforheaven’ssake!:-\

WordCamp Toronto 2015 | October 3-4, 2015

#KanoProblems

15respondents(bytheway,theimageisToronto’s

dearlybeloved‘Lovebot’)

1survey=10ques3ons

1ques3on=2answers

WordCamp Toronto 2015 | October 3-4, 2015

#KanoProblems

15respondents

150ques3onstoanswer

300responsestoanalyze

WordCamp Toronto 2015 | October 3-4, 2015

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.

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)

WordCamp Toronto 2015 | October 3-4, 2015

•  Compareandcontrastyourcompe33on’sproductoffering.

•  Referbacktoyourfeaturelistandthencrossoutfeaturesthatmaybebadnewsforyou.

Competitive Analysis

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•  Useyourbestjudgmentonwhichfeaturesareexciters,sa3sfiersandbasicexpecta3ons.

•  Backthisupwithuserresearch(e.g.Kanosurvey,userinterviews,secondaryresearch)tobuildasolidcasefortheinclusionofthisfeatureinthefeaturelist.

Prioritize the Feature List

WordCamp Toronto 2015 | October 3-4, 2015

Images from Leah Buley’s “The User Experience Team of One” (Rosenfeld Media, 2013)

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)

WordCamp Toronto 2015 | October 3-4, 2015

To End… •  TheKanoModelhelps

usiden3fyaproduct/service’sexciters,sa>sfiers,andbasicexpecta>ons.

•  Formalapplica3on:Kanosurvey+analysis

•  Informalapplica3on:Feature‘thinking’andstrategizing

WordCamp Toronto 2015 | October 3-4, 2015

•  Differen3a3onandinnova3onhappenatthedelighterlevel.•  Over3me,however,thedelighterbecomesthenewnormal

andeventually,basicexpecta>on.•  Customerneedschange.

Watchoutforthisandpivotaccordingly.

To End…

Jesse Emmanuel Rosario @jemrosario Delightful Design with the Kano Model

Thank you! ;-)