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 you approach delight from a perspective of pleasure, flow, and meaning, you can then determine which features meet these objectives.

This talk will show you and your team:

• How to identify your customers’ basic expectations
• How adding features today creates more work for teams downstream
• How to focus the team on real customer problems, avoiding the problem of experience rot.

About the speaker:

Jared M. Spool is the founder of User Interface Engineering and a co-founder of Center Centre.

If you’ve ever seen Jared speak about user experience design, you know that he’s probably the most effective and knowledgeable communicator on the subject today. He’s been working in the field of usability and experience design since 1978, before the term “usability” was ever associated with computers.

Jared spends his time working with the research teams at User Interface Engineering, helps clients understand how to solve their design problems, explains to reporters and industry analysts what the current state of design is all about, and is a top-rated speaker at more than 20 conferences every year.

With Dr. Leslie Jensen-Inman, he is starting Center Centre, a new school in Chattanooga, TN to create the next generation of industry-ready UX Designers. In 2014, the school, under the nickname of the Unicorn Institute, launched a Kickstarter project that successfully raised more that 600% of its initial goal.

He is also the conference chair and keynote speaker at the annual UI Conference and UX Immersion Conference, and manages to squeeze in a fair amount of writing time. He is author of the book, Web Usability: A Designer’s Guide and co-author of Web Anatomy: Interaction Design Frameworks that Work. You can find his writing at uie.com and follow his adventures on the twitters at @jmspool.