A hand kano-model-boston_upa_may-12-2004
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A hand kano-model-boston_upa_may-12-2004 Presentation Transcript

  • 1. Applying the Kano Model to User Experience Design Anthony Hand UPA Boston Mini-Conference May 2004
  • 2. OutlineBackgroundWhat is the Kano Model?The Kano Model & User ExperienceWorkshopNext steps?Q&A 2
  • 3. From Diversity…IAs/UEAs/Usability Engineers: Richlyvaried group of professionals Common thread: Analyze user and business needs to architect/improve an interactive productOur Toolbox Big enough? No! Lots to learn from other disciplines Kano Model from Business 3
  • 4. My Intro to the Kano ModelAn 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 ModelSynthesis of user research Better client communicationExperience = product User experience design is fundamentally (interactive) product design Product development prioritization Better trade-off decisions Success = implementation + differentiationPersona targeting 5
  • 6. The Secret OriginsNoriaki Kano, Professor, Tokyo Rika University Research areas: quality customer satisfaction “Voice of the Customer”Konica New SLR: “Radically differentiate”? Sales & marketing groups stumpedKano: find the latent needs Auto-focus, built-in flash, auto-film winding… 6
  • 7. The Kano ModelCustomer Satisfaction Performance 7
  • 8. The Kano ModelCustomer Satisfaction Excitement (Differentiation) Linear (Competitive) Performance Basic (Cost of Entry) 8
  • 9. The Kano ModelCustomer 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 dofor me?” A Framework Choices: Qualitative or Quantitative 10
  • 11. Kano Experience Framework 2. Analyze & 3. Plot & 4. Strategize1. 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 & BrainstormAnalyze all available rawdataBrainstorm a list offeatures andfunctionality From major to minor, be thorough!Decide for next step,user-driven orprofessional evaluation? 13
  • 14. 3. Plot & Diagram: User DrivenPart 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 DrivenPart 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 coefficientPart 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 EvaluationPart 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
  • 18. Professional Evaluation Kano Matrix 18
  • 19. Professional Evaluation Kano Matrix 19
  • 20. 4. Strategize with ClientDiscuss findings with clientAgree on features toinclude in productContinue with projectlifecycle 20
  • 21. A Quick Workshop“Granola Books & Cafe” Alternative books & local music, small-batch gourmet roasted coffee, poetry readings, performancesWe are on the IA team of a larger projectteam Our focus: The shopping cart Let’s start brainstorming… 21
  • 22. Extending the Kano ModelKano Model + Personas Especially for widely divergent user populations Add the dimension of Market Analysis Market Size Revenue Potential Leverage data for targeting marketing messagesKano 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 youQ&A 23
  • 24. Thank you!For links and to download this presentation, pleasevisit my web site: www.handaweb.com/anthony/portfolio/kano/ Anthony Hand, President FloSpace, Inc. ahand@FloSpace.com 24