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A hand kano-model-boston_upa_may-12-2004

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Ankit Katiyar
Ankit Katiyar

This document introduces the Kano Model, a framework used to classify product features based on their impact on customer satisfaction. It explains that some features are "basic" and expected, while others provide linear satisfaction proportional to quality or performance. Some "excitement" features unexpectedly delight customers. The document outlines a process to apply the Kano Model to user experience design including researching customer needs, analyzing data, plotting features on the Kano diagram, and strategizing priorities with clients. It provides an example workshop applying the model to a fictional business and discusses extending the model with personas and use cases.

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Applying the Kano Model to User Experience Design Anthony Hand UPA Boston Mini-Conference May 2004
Outline Background What is the Kano Model? The Kano Model & User Experience Workshop Next steps? Q&A 2
From Diversity… IAs/UEAs/Usability Engineers: Richly varied group of professionals Common thread: Analyze user and business needs to architect/improve an interactive product Our Toolbox Big enough? No! Lots to learn from other disciplines Kano Model from Business 3
My Intro to the Kano Model An eCare Project A brief recounting of that project… MBAs use this! Relevance to User Experience? But dearth of information on it... Let alone of relevance to UEAs 4
Advantages of Kano Model Synthesis of user research Better client communication Experience = product User experience design is fundamentally (interactive) product design Product development prioritization Better trade-off decisions Success = implementation + differentiation Persona targeting 5
The Secret Origins Noriaki Kano, Professor, Tokyo Rika University Research areas: quality customer satisfaction “Voice of the Customer” Konica New SLR: “Radically differentiate”? Sales & marketing groups stumped Kano: find the latent needs Auto-focus, built-in flash, auto-film winding… 6
The Kano Model Customer Satisfaction Performance 7
The Kano Model Customer Satisfaction Excitement (Differentiation) Linear (Competitive) Performance Basic (Cost of Entry) 8
The Kano Model Customer Satisfaction Excitement (Differentiation) Time Linear (Competitive) Performance Basic (Cost of Entry) 9
So Now What? “We’ve seen what it is. But what can it do for me?” A Framework Choices: Qualitative or Quantitative 10
Kano Experience Framework 2. Analyze & 3. Plot & 4. Strategize 1. Research Diagram with Client Brainstorm 11
1. Research: Getting the Data Customer Satisfaction Excitement (Differentiation) • Field research • Marketing/branding vision Linear • Industrial design, packaging (Competitive) • Call center data • Site logs Performance • Competitive analysis • Interviews Basic • Surveys (Cost of Entry) • Focus groups • Search logs • Lawsuits & regulations • Usability testing • Buzz on Internet • Customer forums 12
2. Analyze & Brainstorm Analyze all available raw data Brainstorm a list of features and functionality From major to minor, be thorough! Decide for next step, user-driven or professional evaluation? 13
3. Plot & Diagram: User Driven Part A: User Survey “Functional form” vs. “Dysfunctional Form” “How would you feel if the product had feature X?” “How would you feel if the product didn’t have feature X?” Kano Questionnaire Answers: 1. I like it. 2. I expect it. 3. I’m neutral. 4. I can tolerate it. 5. I dislike it. 14
3. Plot & Diagram: User Driven Part A (cont.) Best practices: Write questions using appropriate language Not too long Distribute: perfect for Web! Plot results in a matrix (next slide) Multiple statistical methods available Customer Satisfaction coefficient Part B: Plot points on Kano Model 15
Kano Questionnaire Matrix E = Excitement Q = Questionable result L = Linear I = Indifferent B = Basic R = Reversed 16
3. Plot & Diagram: Professional Evaluation Part A: Professional Evaluation Consider a formalized approach for evaluating each feature Plot results in a matrix (next slide) Part B: Plot points on Kano Model 17
Professional Evaluation Kano Matrix 18
Professional Evaluation Kano Matrix 19
4. Strategize with Client Discuss findings with client Agree on features to include in product Continue with project lifecycle 20
A Quick Workshop “Granola Books & Cafe” Alternative books & local music, small-batch gourmet roasted coffee, poetry readings, performances We are on the IA team of a larger project team Our focus: The shopping cart Let’s start brainstorming… 21
Extending the Kano Model Kano Model + Personas Especially for widely divergent user populations Add the dimension of Market Analysis Market Size Revenue Potential Leverage data for targeting marketing messages Kano Model + Use Cases 22
Next Steps… Give it a try! Experiment, put it through its paces And let us know how it worked for you Q&A 23
Thank you! For links and to download this presentation, please visit my web site: www.handaweb.com/anthony/portfolio/kano/ Anthony Hand, President FloSpace, Inc. ahand@FloSpace.com 24

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A hand kano-model-boston_upa_may-12-2004

  • 1. Applying the Kano Model to User Experience Design Anthony Hand UPA Boston Mini-Conference May 2004
  • 2. Outline Background What is the Kano Model? The Kano Model & User Experience Workshop Next steps? Q&A 2
  • 3. From Diversity… IAs/UEAs/Usability Engineers: Richly varied group of professionals Common thread: Analyze user and business needs to architect/improve an interactive product Our Toolbox Big enough? No! Lots to learn from other disciplines Kano Model from Business 3
  • 4. My Intro to the Kano Model An eCare Project A brief recounting of that project… MBAs use this! Relevance to User Experience? But dearth of information on it... Let alone of relevance to UEAs 4
  • 5. Advantages of Kano Model Synthesis of user research Better client communication Experience = product User experience design is fundamentally (interactive) product design Product development prioritization Better trade-off decisions Success = implementation + differentiation Persona targeting 5
  • 6. The Secret Origins Noriaki Kano, Professor, Tokyo Rika University Research areas: quality customer satisfaction “Voice of the Customer” Konica New SLR: “Radically differentiate”? Sales & marketing groups stumped Kano: find the latent needs Auto-focus, built-in flash, auto-film winding… 6
  • 7. The Kano Model Customer Satisfaction Performance 7
  • 8. The Kano Model Customer Satisfaction Excitement (Differentiation) Linear (Competitive) Performance Basic (Cost of Entry) 8
  • 9. The Kano Model Customer Satisfaction Excitement (Differentiation) Time Linear (Competitive) Performance Basic (Cost of Entry) 9
  • 10. So Now What? “We’ve seen what it is. But what can it do for me?” A Framework Choices: Qualitative or Quantitative 10
  • 11. Kano Experience Framework 2. Analyze & 3. Plot & 4. Strategize 1. Research Diagram with Client Brainstorm 11
  • 12. 1. Research: Getting the Data Customer Satisfaction Excitement (Differentiation) • Field research • Marketing/branding vision Linear • Industrial design, packaging (Competitive) • Call center data • Site logs Performance • Competitive analysis • Interviews Basic • Surveys (Cost of Entry) • Focus groups • Search logs • Lawsuits & regulations • Usability testing • Buzz on Internet • Customer forums 12
  • 13. 2. Analyze & Brainstorm Analyze all available raw data Brainstorm a list of features and functionality From major to minor, be thorough! Decide for next step, user-driven or professional evaluation? 13
  • 14. 3. Plot & Diagram: User Driven Part A: User Survey “Functional form” vs. “Dysfunctional Form” “How would you feel if the product had feature X?” “How would you feel if the product didn’t have feature X?” Kano Questionnaire Answers: 1. I like it. 2. I expect it. 3. I’m neutral. 4. I can tolerate it. 5. I dislike it. 14
  • 15. 3. Plot & Diagram: User Driven Part A (cont.) Best practices: Write questions using appropriate language Not too long Distribute: perfect for Web! Plot results in a matrix (next slide) Multiple statistical methods available Customer Satisfaction coefficient Part B: Plot points on Kano Model 15
  • 16. Kano Questionnaire Matrix E = Excitement Q = Questionable result L = Linear I = Indifferent B = Basic R = Reversed 16
  • 17. 3. Plot & Diagram: Professional Evaluation Part A: Professional Evaluation Consider a formalized approach for evaluating each feature Plot results in a matrix (next slide) Part B: Plot points on Kano Model 17
  • 20. 4. Strategize with Client Discuss findings with client Agree on features to include in product Continue with project lifecycle 20
  • 21. A Quick Workshop “Granola Books & Cafe” Alternative books & local music, small-batch gourmet roasted coffee, poetry readings, performances We are on the IA team of a larger project team Our focus: The shopping cart Let’s start brainstorming… 21
  • 22. Extending the Kano Model Kano Model + Personas Especially for widely divergent user populations Add the dimension of Market Analysis Market Size Revenue Potential Leverage data for targeting marketing messages Kano Model + Use Cases 22
  • 23. Next Steps… Give it a try! Experiment, put it through its paces And let us know how it worked for you Q&A 23
  • 24. Thank you! For links and to download this presentation, please visit my web site: www.handaweb.com/anthony/portfolio/kano/ Anthony Hand, President FloSpace, Inc. ahand@FloSpace.com 24