How to use the Kano Model to help prioritise product or service deliver to create the optimal overall user experience. How to create a story map to plan, visualise and communicate what you will deliver
5. sophiedennis@
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
“
8. sophiedennis@
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Understanding the Kano
Model - A Tool for
Sophisticated Designers
Jared Spool, UIE
uie.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
9. sophiedennis@
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
One-dimensional
Performance
Pay Offs
Understanding the Kano
Model - A Tool for
Sophisticated Designers
Jared Spool, UIE
uie.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
10. sophiedennis@
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
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, UIE
uie.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
11. sophiedennis@
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
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, UIE
uie.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
12. sophiedennis@
Exercise: Fantasy Event Organiser
Where do the following
fit on the Kano model?
•Drinking water
•Lunch
•Cake with tea and
coffee
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
“Must Have”
Basic Expectations
Attractive
Excitement
Generators
One-dimensional
Performance
Pay Offs
2
mins
13. sophiedennis@
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
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
14. sophiedennis@
Drinking Water Lunch Cake !
Meet Basic Expectations
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
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
15. sophiedennis@
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
“Must Have”
Basic Expectations
Attractive
Excitement
Generators One-dimensional
Performance
Pay OffsKano
Model
Understanding the Kano
Model - A Tool for
Sophisticated Designers
Jared Spool, UIE
uie.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
18. sophiedennis@
End on a high
eliminate these
Amplify these
End
Peak
Peak-End Rule
People remember the best bit, the worst bit, and the end
See, among others: Daniel Kahneman, Thinking Fast & Slow
User Journey
UserExperience
20. sophiedennis@
Bad lunch? Eliminate it!
Cake!
After Party ? Make
sure it
doesn’t
suck
Definitely
Peak-End Rule
People remember the best bit, the worst bit, and the end
See, among others: Daniel Kahneman, Thinking Fast & Slow
User Journey
UserExperience
21. sophiedennis@
Exercise: Fantasy Event Organiser
Organise 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
22. Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Budget Brand
A few, cheap
satisfaction
generators
Basic, but not too basic
31. sophiedennis@
Year 1
£10
Year 2
£20
Year 3
£25
Jugs of
water
Cookies!
Posters &
handouts
Multi-
camera
video
Gourmet
Sandwiches
Fancy
Lanyards
Online +
Slides on
Screen
Stickers
Audio
Basic
Sandwiches
Private
room at
local pub
Lanyards
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
32. sophiedennis@
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
priority
story map
start enduser journey
The New User Story Backlog is a Map Jeff Patton, jpattonassociates.com/the-new-backlog
33. sophiedennis@
FirstversionFutureversions
shallow and wide
low
high
priority 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
34. sophiedennis@
narrow and deep
low
high
priority 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
35. 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
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Neutral Neutral
Minimum Viable Product?
do a bit of everything
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
36. 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
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Neutral SatisfiedNeutral Neutral
37. sophiedennis@
Minimum Viable Product?
Satisfied User
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
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
38. sophiedennis@
Minimum Viable Product?
Do fewer things better
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
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
39. 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
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
40. 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
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
41. 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
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
Feature Sophistication
UserSatisfaction
Not Present Poor Best of BreedBasic
Dissatisfied
Disappointed
Neutral
Satisfied
Delighted
43. 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 Internet
You’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
44. sophiedennis@
1. Set up your road map
1. 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-offs
A for attractive excitement generators 10
mins
theme theme them
1. Feature
2. Feature
3. Feature
4. Feature
low
high
featuresophistication
1. Feature
2. Feature
3. Feature
4. Feature
1. Feat
2. Feat
3. Feat
5. Feature
45. sophiedennis@
2. Plan the launch
1. 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 Featu
Featu
Featu
Must
Have
30 pts
Nice to
Have
up to
10 pts
Future
theme theme them
Feature
Feature
Feature
Feature
46. 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