Sophie Dennis

The Art of Things Not Done: prioritising the user experience with the Kano model


How often has your vision for transforming a user experience failed to survive contact with the twin enemies of time and budget? The truth is there will always be more you could deliver than you have the people, time or money for. We need to stop complaining about it, and start collaborating with our colleagues and stakeholders to work out how we can deliver the best experience with the resources we have.

Because it is possible to create great customer experiences, even in the face of extreme time and budget constraints, if we learn the art of doing less.

The art of doing less lies in identifying what you can and can’t cut without sacrificing the overall user experience. Sophie will show how the Kano Model can help you identify where to invest your efforts for maximum customer impact, and share a quick and simple way to collaborate with your team to prioritise, visualise and communicate a high-level delivery plan.

About Sophie

Currently Lead Service Designer for the Department for Work and Pension, Sophie has over 15 years experience working with multi-disciplinary teams to deliver outstanding customer experiences. Previously UX Director for world-leading experience design consultancy cxpartners, she’s lead user-centred design teams and devised user-centred digital strategies for, among others, Public Health England, the National Trust, Land Registry, Bristol City Council, the University of Surrey, Jisc and the Office for National Statistics.