11. Ingredients for a winning UX Strategy
§ What do you need to build?
§ How do you best allocate resources?
§ What can you say no to?
§ How do you tell if you’ve done a good job?
§ What makes your different from your competitors?
§ Where should you innovate?
§ How much should this cost?
14. Hypotheses:
1. “What type of investment does it take to make
customers satisfied, to make customers delighted?
2. How do we choose what to build in order to provide it?
3. How do we go beyond satisfaction into delight?
19. Performance Payoff
Release 1.0 Feature Feature Feature
Release 1.5 Feature Feature Feature Feature
Feature Feature Feature Feature Feature Feature
Release 2.0
F F F F F F F
F F F F F F F
F F F
FFF
Release 6.0
Competitor
22. Performance Payoff
§ Carefully curate features to match the experience vision.
§ Prune out experience rot with each release.
§ Just because you can doesn’t mean you should.
26. Basic Expectation
§ Be on the lookout for failed and missed expectations.
§ Missing a basic expectation causes extreme frustration.
§ Beware of the death of a thousand cuts.
§ Lots of missed expectations opens up doors for
competitors.
34. Excitement Generators
§ 3 approaches to delight
§ Pleasure, Flow, and Meaning.
§ Pleasure is least expensive, meaning is hardest to do
well.
§ If basic expectations are not met, delight won’t happen.
§ Missed expectations break flow.
§ Innovation can come from small bundles of delighters.
36. Kano Questionnaire
It consists of a pair of questions for each feature we want to evaluate:
§ Functional: How do users feel if the feature is present?
§ Dysfunctional: How do users feel if the feature is absent?
q I like it
q I expect it
q I’m neutral
q I can tolerate it
q I dislike it
q This would be very helpful to me
q This is a basic requirement for me
q This would not affect me
q This would be minor inconvenience.
q This would be a major problem for me.
38. Evaluation table
User
Sentiments
Dysfunctional(Negative) Questions
1. Like 2. Must Be 3. Neutral 4. Live With 5. Dislike
Functional(Positive)
Questions
1. Like Q A A A O
2. Must Be R I I I M
3. Neutral R I I I M
4. Live With R I I I M
5. Dislike R R R R Q
A Attractive (Excitement)
O One Dimensional (Performance)
M Must-Be (Basic)
I Indifferent
R Reverse
Q Questionable
39. Evaluation table
User
Sentiments
Dysfunctional(Negative) Questions
1. Like 2. Must Be 3. Neutral 4. Live With 5. Dislike
Functional(Positive)
Questions
1. Like - 1,4,7 A A O
2. Must Be R I 2,3,6 12 8
3. Neutral R I 11 I 10
4. Live With R I I I M
5. Dislike R R R R Q
A Attractive (Excitement)
O One Dimensional (Performance)
M Must-Be (Basic)
I Indifferent
R Reverse
Q Questionable
44. Building a Winning
UX Strategy from
the Kano Model
§ Prune features to avoid experience rot.
§ Diligently scour the experience for missed expectation.
§ Use Pleasure, Flow & Meaning for missed expectation.
§ Remember delighters become basic expectation.
§ Innovate with baby steps to the aspirational experience.