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THE BASELINE IS SHIFTING: HOW EXPECTATIONS CHANGE OVER TIME
1. THE BASELINE IS SHIFTING
ā¢ Joseph Dickerson
ā¢ UX Architect
2. THE KANO MODEL
ā¢ TheKANO Model is used in product development and
looks at customer preferences in four key categories
ā¢ Delighters
ā¢ Satisļ¬ers (or Value-Adds)
ā¢ Expected (Baseline or āhygieneā)
ā¢ Detractors
4. THE KANO MODEL
ā¢ What is interesting in the KANO Model is it shifts over timeā¦
ā¢ What was at one time a Satisļ¬er becomes expected - the new
baseline
ā¢ This
is happening EVERYWHERE, in all industries - here's some
examples
5. MOBILE
ā¢ "Mygod, she was born in the 80s!
She actually uses a mobile phone
to MAKE CALLS!"
ā¢ Troy, on Community
6. MOBILE
ā¢ Expectations of what a phone can
do have obviously shifted over the
past 5 years - the new normal is
that phones are computing devices
ā¢ Any app you produce is competing
not just with other apps in your
"space" but the best app on the
platform
ā¢ Design and usability is absolutely
critical to stand out
7. CUSTOMER SERVICE
ā¢ Customers are expecting more value from their money and
companies that provide those "delighters" are succeeding, while
organizations that don'tā¦ aren't
ā¢ Succeeding: Amazon, Apple, Target, Zappos
ā¢ Failing: Best Buy, Circuit City, K-Mart, eBay, Blockbuster
ā¢ Just opening the door is not enough
8. "EXPERIENCE SENSITIVITY"
ā¢ People
expect more, and are
more sensitive and vocal when
bad experiences happen
ā¢ Usedto be they would
complain to friends & family...
ā¢ Now, they shout online, in
public forums, in social media
like Twitter and Facebook
ā¢ Be there, be aware, and have a
plan on how to respond
9. CONCLUSION
ā¢ Thiscentury is going to be ALL ABOUT shifting baselines ā the
old ways of marketing, customer support, product design,
development, productionā¦ itās going to go away or change,
dramatically.
ā¢ And the new baseline will have an unknown āuse byā date.
ā¢ Start adjusting now.
10. MORE INFO
ā¢ At http://www.josephdickerson.com
ā¢ ...on twitter: @josephdickerson
ā¢ ā¦or just Google me.