Kano - a quick intro

Kano Managing innovation through classi cation of needs Jason Mesut - Head of User Experience

Kano A technique for classifying customer needs and determining appropriate levels of innovation for products and services

Created in the 1980's by Professor Noriaki Kano, it's main objective is to help teams uncover, classify, and integrate 3 categories of Customer Needs and Attributes into the Products or Services they are developing.

It’s also being used in Agile methodologies for prioritising requirements

Based on three core tenets

Value attracts customers

Quality keeps customers and builds loyalty

Innovation is necessary to diﬀerentiate and compete in the market

Kano is based on 3 core types of need: Basic, Performance and Excitement

Basic Attributes / needs that are expected, assumed, given. The hygiene factors.

Kano model Very satis ed Delighted Executed Executed very poorly or not well at all Basic Satisfying basic needs merely minimises dissatisfaction. Absence or poor execution leads to greater dissatisfaction. Very dissatis ed Disgusted

Basic Absence of these will cause dissatisfaction, but no amount of execution quality will cause positive satisfaction, it will only minimise dissatisfaction.

Basic Toilet rolls in a hotel room. Zero toilet rolls = unhappy customer. Three extra toilet rolls = not unhappy, but not happy customer.

Basic Car door hits curb when opened causes major dissatisfaction. Car door missing the curb causes no dissatisfaction, but not positive satisfaction.

Basic Customers/ users will rarely state these, so you have to observe or analyse other products or services in depth to get to what they are

Performance Attributes / needs that are consciously evaluated by the customer and at top of their minds when purchasing

Kano model Very satis ed Delighted Performance Performance needs yield a proportional satisfaction for an investment in execution quality Executed Executed very poorly or not well at all Very dissatis ed Disgusted

Performance Satisfaction is proportional to the way in which these are executed, starting from dissatisfaction due to slow, poor, or absent execution through to high satisfaction due to quick, powerful or exquisite execution.

Performance These are possibly the easiest to ascertain from users or customers as they are often ‘stated’ needs, so will come up in surveys, focus groups etc.

Performance Miles per gallon: more = greater satisfaction Waiting time in an airport: less time = greater satisfaction

Excitement Attributes / qualities that deliver “buzz”. The wows, diﬀerentiators, innovations, unique selling/value propositions

Kano model Excitement Very satis ed Excitement needs Delighted delight when present but no dissatisfaction when not Executed Executed very poorly or not well at all Very dissatis ed Disgusted

Excitement Presence of these will delight customers/users and increase their satisfaction, but absence of them will not dissatisfy.

Excitement Internet access on a plane or tube is not expected and so will not upset if not present, but will delight if it is.

Excitement A pillow menu at Penny Hill Park Spa for RMA Xmas party is not expected but is a rare delight.

Excitement These are harder to come up with, and really require an understanding of ‘latent need’ which can only really be understood through observation or incredible genius intuition

Kano model Excitement Very satis ed Excitement needs Delighted delight when present but no dissatisfaction when not Performance Performance needs yield a proportional satisfaction for an investment in execution quality Executed Executed very poorly or not well at all Basic Satisfying basic needs merely minimises dissatisfaction. Absence or poor execution leads to greater dissatisfaction. Very dissatis ed Disgusted

Over time, excitement needs become performance needs, and then basic needs.

The innovations of tomorrow, will become the hygiene factors of yesterday.

Kano model Very satis ed Delighted Excitement Performance Executed Executed very poorly or not well at all Basic Very dissatis ed Disgusted

There are tools that help you classify, by asking some simple questions

Kano survey tool I re-‐found this special survey tool that does Kano analysis on requirements for you. A basic (i.e. Not very well done) version here h?p://www.kanosurvey.com/?id=395 <h?p://www.kanosurvey.com/?id=395>

Kano h?p://www.youtube.com/watch?v=0v3qHFv4Zbo Some useful links h?p://blogs.msdn.com/b/noahc/archive/2006/10/20/removing-‐dissaSsﬁes-‐kano-‐analysis-‐a-‐ decision-‐making-‐tool.aspx h?p://www.agile-‐ux.com/tag/kano-‐model/ h?p://it.toolbox.com/wiki/index.php/Kano_Analysis h?p://en.wikipedia.org/wiki/Kano_model

http://ebiinterfaces.wordpress.com	82
http://www.melodiesinmarketing.com	58
http://debategraph.org	30
http://danbraithwaite.tumblr.com	29
https://twimg0-a.akamaihd.net	6
http://senseworldwide.posterous.com	6
http://paper.li	5
http://translate.googleusercontent.com	4
https://si0.twimg.com	4
http://daneastwell.tumblr.com	4
http://zombielabs.posterous.com	3
http://lms.hig.se	2
http://twitter.com	2
http://a0.twimg.com	2
http://us-w1.rockmelt.com	1
https://ebiinterfaces.wordpress.com	1

Kano - a quick intro

by Jason Mesut on Jan 12, 2011

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