Making UX feature recommendations using the Kano Model
The team at You Betcha! Box needed insight on how to best invest their resources on web features to provide a better online shopping experience for their B2B and B2C customers.
About You Betcha! Box
You Betcha! Box benefits small Minnesota businesses by making it easy, fun and affordable to gift locally by showcasing Minnesota’s rich diversity of local food, beverages and people.
Methodology
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Several competing and comparable apps were evaluated to gain familiarity with the problem space and possible features.
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A company stakeholder was interviewed to glean insights into strengths and weaknesses of the site.
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A journey map was developed as a living document to guide the design process.
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Over 80 new features were rapidly prototyped, then evaluated for feasibility and value.
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A final selection of 11 features were selected for evaluation by Kano analysis.
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5 features were developed into high-fidelity wireframes and presented to the client.
Directed storytelling session with the client
Journey map
Low fidelity feature concept examples
“We see a lot of realtors who send anniversary gifts to people who bought homes from them.”
– Client, when asked about business-to-business opportunities
Kano Method analysis
After gaining an understanding on the usability and business needs of You Betcha! Box stakeholders, a survey was created for qualified users to take. The results were applied using the Kano Method.
Kano analysis results
Kano Method analysis insights
1
Customers appeared to value having the option to customize gift notes more than box branding.
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Customers appear to value the shopping/post purchase experience more than customizing a box.
3
Customers appear neutral to having a fully customizable box experience.
4
Users are more interested in modifying existing curated boxes rather than starting from scratch.
Feature recommendations
Implementation of these features will help You Betcha! Box stakeholders and their users by:
1
Improving the process of entering and storing address information
2
Providing a safe and reliable way to filter items by dietary needs
3
Allowing users to shop for gifts by theme
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Storing and viewing detailed order, recipient, and delivery information
5
Allowing a way to customize messaging autonomously
Conclusion
It was such a great opportunity to work on this project. I definitely grew from it and hope the folks at You Betcha! Box moves forward with the design recommendations as time and budget allow.