Measuring User Delight
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The document discusses using the Kano model to measure user delight and inform a UX strategy. It describes the Kano model, which classifies product features into basic expectations, performance features, and excitement generators. A Kano questionnaire is used to evaluate features and determine which category they fall into. The results can show what investments deliver user satisfaction versus delight. The document advocates focusing on basic expectations first before adding delight features, and regularly pruning features to avoid experience rot. Delighters may become basic expectations over time, so continuous innovation is needed.
Measuring User Delight
- 1. UX Strategy Measuring User Delight using Kano Model Arun Antony
- 2. UX BLOB
- 3. GAME DESIGNGAME ART ENGINEERING BUSINESS ANIMATION QA MARKETING/ CS PRODUCTION UXUI
- 4. Strategy
- 5. Desired Outcome “It doesn't matter whether the product technically works. It only matters if it's designed well.”
- 6. UX Rubrics What is “good enough to ship" means for UX?
- 9. Delightful Experiences Usable Experiences Frustrating Experiences Just Don’t Suck Be Delightful Customer Journey Map
- 10. Be DelightfulJust Don’t Suck Frustration Removed Delight Added
- 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?
- 12. Kano Model
- 13. Noriaki Kano
- 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
- 20. Performance Payoff Experience Rot Features Complexity Experience
- 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.
- 24. Basic Expectation Delight UserSatisfaction Basic Expectation Frustration Poor Execution Excellent Execution Investment Satisfied Neutral Dissatisfied Can never get above Neutral satisfaction Missing a basic expectation causes extreme frustration
- 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.
- 27. Generating Excitement with Pleasure, Flow, and Meaning
- 32. Performance Payoff Delight CustomerSatisfaction Decay of Excitement Generators Frustration Poor Execution Excellent Execution Excitement Generators Basic Expectations Investment
- 33. Excitement generators, over time, become basic expectations.
- 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
- 40. Evaluation table Tabulation of Questionnaire Responses
- 41. Evaluation table Customer Satisfaction Coefficient
- 42. Evaluation table Customer Satisfaction Coefficient
- 43. Evaluation table Satisfaction Coefficient Matrix
- 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.
- 45. Thank You!