The ultimate goal for user experience is that users enjoy using your product or service. Many companies use satisfaction as a metric for measuring their success. But satisfaction is really just the lack of frustration. You should focus on how you’ll delight your users. Building a roadmap based on product features locks you into a technological solution which may cause problems down the road. However, by shifting your strategy to solve customer problems, the user experience becomes the focus of the design process. In this session, Jared presents the Kano Model which helps you gauge your users’ expectations. When . . .