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


PHOTO BY Aaron Vincent Elkaim

(THE CANADIAN PRESS)

Supposeyouwereflyinghomefortheholidays…


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!


What would you feel if your were treated to this kind of surprise?

AwedSurprisedEntertainedAmazedDelighted

KLM Happy Holidays Flight


KLM Surprise (2010) PR Campaign

Boondoggle Amsterdam


KLM Surprise (2010) “Over 1,000,000 impressions on

Twitter alone. And a Cannes Lions Award for PR”


FACT:

Designersanddevelopershaven’tbeentalkingabout

deliveringdelighttoourusersbecause...

…we’rereallyjusttryingnottomakethatlastwebsitewebuilt…suckL


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

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


Butthingshavechanged…

tswi(na+on.tumblr.com


functional

reliable

usable

functional

reliable

usable

pleasurable

OLD WORLD (“survival mode”)

NEW WORLD (delivering delight)

Aarron Walter, Designing for Emotion (2011)


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

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


•  Atheoryofcustomersa3sfac3onthatiden3fiesthethreetypesofproducta_ributesandtheinvestmentinvolvedinbuildingthem.

•  Publishedin1984,JournaloftheJapaneseSocietyforQualityControl

The Kano Model

Noriaki Kano


DELIGHT

DISGUST

POOR EXECUTION

AMAZING EXECUTION

Satisfiers


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


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!”


•  sss

Price???

AddtoCart???

[screamsinternally]


BOTTOMLINE:

Don’tmesswithbasic

expecta>ons.Theymaynotgeneratealotofdelightwhen

youhavethem.Butloseit,andyouruserswillgo

frustrated.

PhotobyChuckCoker(Flickr)


DELIGHT

DISGUST

POOR EXECUTION

AMAZING EXECUTION

Satisfiers

Basic Expectations

Exciters/Delighters


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


Great!Sohowdoweuseit?!J


•  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)?


•  STEP1:AsktheKanoQues>onPair


Func>onalForm


Howwouldyoufeelifelec:ons.cahada

‘FindMyPollingSta:on’tool/service?

IlikeitIexpectitI’mneutral

IcanlivewithitIdislikeit

Dysfunc>onalForm

Howwouldyoufeelifelec:ons.cadidnothavea‘FindMyPollingSta:on’

tool/service?

IlikeitIexpectitI’mneutral

IcanlivewithitIdislikeit

X

X


•  STEP2:AnalyzeallresponsesM–must-haves(i.e.basicexpecta3ons)L–linear(i.e.sa3sfiers)E–exciters

I–indifferentR-reverseQ-ques3onable


(Thefeaturebeinganalyzed)

Dysfunc>onalQues>on

Func>o

nal

Que

s>on


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





FEATURE:Findmypolling

sta3ononelec3ons.ca

NOTAVAILABLE

AVAILA

BLE


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





FEATURE:Findmypolling

sta3ononelec3ons.ca

NOTAVAILABLE

AVAILA

BLE


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


•  STEP3:Tallyallresponsestoseewhichproductfeatures/func>onali>esreallymaWertoyourusers.


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!


#KanoProblems

It’sasurveyforheaven’ssake!:-\


#KanoProblems

15respondents(bytheway,theimageisToronto’s

dearlybeloved‘Lovebot’)

1survey=10ques3ons

1ques3on=2answers


#KanoProblems

15respondents

150ques3onstoanswer

300responsestoanalyze



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.


•  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)


•  Compareandcontrastyourcompe33on’sproductoffering.

•  Referbacktoyourfeaturelistandthencrossoutfeaturesthatmaybebadnewsforyou.

Competitive Analysis


•  Useyourbestjudgmentonwhichfeaturesareexciters,sa3sfiersandbasicexpecta3ons.

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

Prioritize the Feature List


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


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)


To End… •  TheKanoModelhelps

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

•  Formalapplica3on:Kanosurvey+analysis

•  Informalapplica3on:Feature‘thinking’andstrategizing


•  Differen3a3onandinnova3onhappenatthedelighterlevel.•  Over3me,however,thedelighterbecomesthenewnormal

andeventually,basicexpecta>on.•  Customerneedschange.

Watchoutforthisandpivotaccordingly.

To End…

Jesse Emmanuel Rosario @jemrosario Delightful Design with the Kano Model

Thank you! ;-)