Delightful, excellent, fantastic, awesome, great, incredible, satisfaction.

Which of the above differs from the others? — Why aiming for satisfaction, when we can build for delight?

Developed by Japanese economist, the Kano Model shows how to map a customer’s journey from frustration to delight – and keep them there. These are the main principles in the Kano model:

  1. Eliminate unused features to avoid experiences rotting.
  2. Look out for missed and failed expectations.
  3. Use joy, flow and meaning to define what pleases users and customers.
  4. Remember that today’s “OMG” is tomorrow’s “same old, same old.”
  5. Innovating our way to aspirational experiences, one small step at a time.

When following these 5 steps, we are on our way to a winning a strategy.

Source: “Understanding the Kano Model – A Tool for Sophisticated Designers,” by Jared Spool

Design as a value for growth

Remember your last bad experience you had with a service or product, and how that made you feel?

According to Nobel Prize-winning scientist Daniel Kahneman, we experience approximately 20,000 moments in a waking day. Each moment lasts a few seconds in which our brain records an experience. The quality of our days is determined by how our brains recognise and categorise our moments; either as positive, negative, or just neutral. Rarely do we remember neutral moments.

This fact is interesting for design. We need to ask ourselves how big of a human problem are we solving? How can we intentionally design for positive moments? Moments that is remembered as genuinely delightful will drastically affect how people feel about a brand, service or product.

People talk to others about moments as they remember it. Think about it as all delighted customers become a part of the marketing team. That’s why we strongly believe delighted customers can help us truly grow for the long-term.

That doesn’t mean that we should ask ourselves – can we build it? Because the answer is yes. Today’s technology allows us to build almost anything.

Therefore we should truly ask ourselves why, and what is the future that we want to build together.

Inspired and adopted from “HOW DESIGN BECAME THE NEW LANGUAGE OF BUSINESS,” – A documentary by Invision