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9 Secrets of Kano Model

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Kano model and the practical application of it. This time we will go deeper than the surface and explore some secrets that can increase the effectiveness of Kano approach.

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9 Secrets of Kano Model

  1. 1. 9 Secrets of Kano Model Hienadź “Gena” Drahun
  2. 2. Gena Drahun [ˈɡə-na dra-ˈgün]
  3. 3. • Interaction Designer, Information Architect • MSc System Analysis, HCI, BA Economics • Practicing UX since 2002 • Practicing Lean UX since 2007
  4. 4. More than 100 design projects…
  5. 5. Big Successes “World of Tanks”, Wargaming.net • 100 000 000+ registered players worldwide; • $1 000 000 000+ total lifetime revenue; • #5 top online game worldwide in 2013, 2014 YTD, revenue based; AllSecur, Allianz • 19th web-site of the Netherlands in WUA! Top 100 2012, (+ 24 positions after redesign); • #1 Dutch insurance web-site in categories User-friendliness, First Impression and Quality in WUA! Top 100 2013, 2014;
  6. 6. Visual Definitions of User Experience http://www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience
  7. 7. 1/3 of career worked on products that were never released… Mostly large-scale, year and longer…
  8. 8. Sample Product scope: •80 Features; •700 User Stories How will it work?
  9. 9. OS X Human Interface Guidelines
  10. 10. Only 33% chance that a feature will increase Product Value
  11. 11. The same customer value cab be created by spending 30-60% less work and time.
  12. 12. Original scope: •80 Features; •700 User Stories “Optimized” scope: •25 - 55 Features •230 - 500 User Stories
  13. 13. -How to achieve this?
  14. 14. “Agile doesn’t have a brain” Jeff Gothelf http://www.jeffgothelf.com/blog/agile-doesnt-have-a-brain/#sthash.riyIEay3.dpbs
  15. 15. Add More Brains: Feature Prioritization!
  16. 16. 1. Kano Model: Simple way to prioritize product features
  17. 17. The Kano model of customer satisfaction was developed by Japanese academic and consultant Noriaki Kano.
  18. 18. It separates the features of a product or a service into 3 categories: •Must-haves. •Linear features. •Delighters.
  19. 19. Question: You only show 3 Kano classifications, I have heard there are actually 5? Yes, there are five but the other 2 represent rare situations. The biggest oversimplification of Kano model. Just loosing the half of it’s power.
  20. 20. 2. How to do Kano?
  21. 21. Ask users only 2 questions about feature: 1.Positive question 2.Negative question
  22. 22. Positive question: ”If your <Product> could <Feature>, how do you feel?” ”If the edges of your skis grip well on hard snow, how do you feel?”
  23. 23. Negative question: ”If your <Product> could not <Feature>, how do you feel?” ”If the edges of your skis do not grip well on hard snow, how do you feel?”
  24. 24. 5 possible answers • I like it that way • I expect it to be that way • I am neutral • I can live with it that way • I dislike it that way
  25. 25. Define Feature Type
  26. 26. 3.Customer Satisfaction Scale
  27. 27. Customer Satisfaction Delighted Satisfied Neutral Disappointed Frustrated
  28. 28. Customer Satisfaction Delighted Satisfied Neutral Disappointed Frustrated Zone of Acceptance Zone of Tolerance Dissatisfied
  29. 29. Customer Satisfaction Delighted Satisfied Neutral Disappointed Dissatisfied Frustrated UX 2000s Usability, 1980s,1990s Jared Spool
  30. 30. 4. Kano Feature Types
  31. 31. 5 feature types • One dimensional (Linear) • Must-be • Attractive (Delighters) • Undesired (Negative) • Unimportant (Neutral)
  32. 32. Customer Satisfaction Delighted Satisfied Neutral Disappointed Dissatisfied Frustrated Zone of Acceptance Zone of Tolerance None Basic Best Possible Investment / Perfection
  33. 33. Customer Satisfaction Delighted Satisfied Neutral Disappointed Dissatisfied Frustrated One dimensional The more is the better. Spoken. Measurable. None Basic Best Possible Investment / Perfection
  34. 34. Customer Satisfaction Delighted Satisfied Neutral Dissatisfied Frustrated Must-be Dissatisfying if not included. Perfection does not bring delight. Taken for granted, expected. Unspoken if fulfilled, Spoken if unmet. None Basic Best Possible Investment / Perfection
  35. 35. Customer Satisfaction Delighted Satisfied Neutral Disappointed Dissatisfied Frustrated None Basic Best Possible Investment / Perfection Attractive Positive attitude with minimal investment. Unexpected. Unspoken.
  36. 36. Customer Satisfaction Delighted Satisfied Neutral Dissatisfied Frustrated Undesired The more you invest, the lower the satisfaction. None Basic Best Possible Investment / Perfection
  37. 37. Customer Satisfaction Delighted Satisfied Neutral Dissatisfied Frustrated Bigger investment does not significantly change the level of satisfaction. None Basic Best Possible Investment / Perfection Unimportant
  38. 38. 5. The Single Takeaway
  39. 39. Big Successful Product
  40. 40. Time passes...
  41. 41. Waste growth makes your product rot and move slower and slower... http://www.sivatherium.narod.ru/library/Tarasov/glava_10.htm
  42. 42. Until...
  43. 43. Another look on Kano Matrix
  44. 44. Feature Type s Distribution
  45. 45. 28% 72% Attractive, Must-be, One Dimensional Undesired, Unimportant or Questionable
  46. 46. The single most important takeaway from Kano model: “Undesired and Unimportant features create no customer value but waste. Eliminate them.”
  47. 47. Undesired and unimportant features: • Increase complexity without creating value; •Increase development and maintenance costs; •Make the product more difficult to use and learn; •Distract user’s attention from the core functionality.
  48. 48. 6. Prioritization of Feature Types
  49. 49. You have determined Kano types of all your features. Which should you implement first?
  50. 50. Prioritization Rule M > O > A > U Must-Be > One dimensional > Attractive > Unimportant
  51. 51. M > O > A > U MVP Product 1.0 MUP (Minimum Usable Product) MDP (Minimum Delightful Product)
  52. 52. Need more precision?
  53. 53. Ask importance question ”How important it is or would it be if: <Product> has (adjective) <Feature>?” How important it is or would it be if: The car has a small turning radius?
  54. 54. Use scale of 5 answers •Not important at all • Of little importance • Moderately important • Important • Very important
  55. 55. 7. Kano Types Change with Time
  56. 56. Two forces: Customer Satisfaction deteriorates with time Level of “Best Possible” performance grows with time (Customer expectations increase.)
  57. 57. Customer Satisfaction Delighted Satisfied Neutral Disappointed Dissatisfied Frustrated Attractive One dimensional Must-be
  58. 58. My Hypothesys... One dimensional Attractive Must-be Undesired Unimportant
  59. 59. Customer Satisfaction Delighted Satisfied Neutral Disappointed Dissatisfied Frustrated Attractive One dimensional Must-be Unimportant Undesired
  60. 60. S-Curve Feature Lifecycle Growth Maturity Infancy Decline
  61. 61. Feature Lifecycle      Investment/ Time / Perfection Δ Customer Satisfaction Unimportant Attractive One Must-be Unimportant Undesired dimensional
  62. 62. 8. Kano Types can differ per user
  63. 63. First Adopters: perceive a need for the software. Most likely to purchase in the near future. Late Adopters: while interested, will delay purchasing until the concept is more mainstream. Non Adopters: not interested in the core feature and will not use in the foreseeable future. http://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
  64. 64. Features that Late Adopters see as “Attractive” might be perceived as “Must have” or “One dimensional” by Fast Adapters. Jan Moorman http://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
  65. 65. Feature Lifecycle      Investment/ Time / Perfection Δ Customer Satisfaction Unimportant Attractive One Must-be Unimportant Undesired dimensional First Adopters Late Adopters Non Adopters
  66. 66. 9. Levels of Delight (Bonus to Kano!)
  67. 67. Customer Satisfaction Satisfied Neutral Disappointed Dissatisfied Frustrated Attractive Meaning Flow None Basic Best Possible Investment / Perfection Pleasure Dana Chisnell http://www.slideshare.net/danachisnell/deconstructing-delight
  68. 68. Surface Can fade with time Body Flow Behavioral Core Visceral Reflective Pleasure Meaning Acquisition Usage Retention Can last longest http://www.slideshare.net/tollady/can-you-wireframe-delightful Stays longer Ben Tollady & Ben Rowe
  69. 69. Customer Satisfaction Satisfied Neutral Disappointed Dissatisfied Frustrated Attractive Meaning Flow None Basic Best Possible Investment / Perfection Pleasure Positive attitude with minimal investment. Unspoken Unexpected !!!
  70. 70. Surface Pleasant Surprise, WOW-moment Body “Exactly as I want”, feeling of control, Kick-ass experience Core Being over expectations
  71. 71. Surface Level Delight (Emotional Design): • Visual Beauty; • Microcopy; • Animations; • Transitions & Interactions; • Sound
  72. 72. Body Level Delight I • Purpose, focus & prioritization • Feel of mastery & control
  73. 73. Body Level Delight II • Clear goal & benefit to the user; • Matches users’ mental model; • Focusing on the main function; • Clear affordances & feedback; • Minimized clutter
  74. 74. Core Level Delight • Creates feeling of Pride & Passion, Belonging & Generosity; • Genuine, from mission & culture to fulfillment; • Complete experience, not just some touch points; • Purposeful on all channels
  75. 75. Discover secrets yourself Kano Model 1. Jan Moorman: http://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results 2. Jan Moorman: http://vimeo.com/62646585 3. Jared Spool: http://www.youtube.com/watch?v=ewpz2gR_oJQ&sns=tw 4. Lawrence (Laurie) Phillips: http://www.slideshare.net/LawrencePhillips/kano-model-rev- 1 Delight 1. Dana Chisnell: Deconstructing Delight: Pleasure, Flow, and Meaning: http://vimeo.com/38140672 2. Ben Tollady & Ben Rowe: http://www.slideshare.net/tollady/can-you-wireframe-delightful This presentation uses icons from www.thenounproject.com created by Megan Sheehan.
  76. 76. Post-mortem
  77. 77. Sample Product scope: •80 Features; •700 User Stories • Project stopped after 1,5yrs ; • MVP scope was never reached ; • Teams don’t exist anymore
  78. 78. Thank you! Hienadź Drahun @HDrahun hienadzdrahun http://www.slideshare.net/Hienadz.Drahun

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