The document discusses the Kano model, which was developed by Noriaki Kano to classify product features based on how customers perceive them and their effect on satisfaction. It divides features into five categories: must-be, one-dimensional, attractive, indifferent, and reverse. The model helps guide design decisions by indicating when good is good enough versus when more features are better. It provides a graph showing the relationship between feature achievement and customer satisfaction levels. The document then gives examples of how to apply the Kano model using a questionnaire and provides a mobile phone example classifying its features into the different categories.

1. By :
Prasad S. Mahajan (143655)
M-Tech Ist Year
NIT Warangal

2.  What is Kano model
 Feature classification
 Two Complications
 How does the Kano model work?
 Example: Mobile phone
 Summery

3.  Noriaki Kano developed a model to illustrate
how customers perceive quality
 Classifies product attributes or features
based on how they are perceived by
customers and their effect on customer
satisfaction
 Useful for guiding design decisions in that
they indicate when good is good enough, and
when more is better.

4.  Gives a graph of level of achievement
compared to the level of customer satisfaction
 Product features are divided into three distinct
categories
◦ Must Be
◦ Attractive
◦ One Dimensional
◦ Indifferent
◦ Reverse

5.  Are unspoken
 Taken for granted by
customers
 Its absence is also not
tolerable
 The customer will remain
neutral towards the
product even with
improved execution of
these aspects

6.  One dimensional attribute
 Directly proportional to customer
satisfaction
 Increased functionality will result in
increased customer satisfaction
 Product price is often related to
these attributes

7.  Exciter or delighter attributes
 Great satisfaction
 Customers willing to pay a price
premium
 Satisfaction not affected by lack of
these feature
 Differentiates the product from
competition

8.  Customer simply doesn’t care about
 Features that the manufacturer
founds value in, but not the
customer
 No satisfaction, No dissatisfaction

9.  Opposite of the One Dimensional category
 Cause dissatisfaction if present
 Varies with region, age, sex, etc.

11.  Select a representative panel of users
(20…30)
 Pass them a questionnaire
 Analyze the responses and make the right
decisions

12.  Functional question : “How would you feel if
the product had feature X ?”
◦ I like it
◦ I expect it
◦ I’m neutral
◦ I live with it
◦ I dislike it
 Dysfunctional question : “How would you feel if
the product didn’t have feature X ?”
◦ I like it
◦ I expect it
◦ I’m neutral
◦ I live with it
◦ I dislike it

14. Impact of time
Inconsistent Customer
Expectations

15.  Must Be: call feature, display, message,
dial pad, speaker phone etc.
 One Dimensional: camera, battery mAH,
3g 4g capability, screen size, music etc.
 Attractive: water proof, drop resistant
screen, metallic or gold finish body, high
performance camera and display etc
 Indifferent: internal structure, nuts
 Reverse: thick back cover, stylus

16.  The Kano Model is one of the more useful
tools in the quality professional’s toolkit.
 It provides a whole new way to consider what
is important in an organization and how the
organization can add value.
 If adding value is important, then the Kano
model will quickly become new best friend for
company.

17.  Engineering design, Gearge e. Dieter, Linda Schmidt
 Applying the Kano Model to User Experience Design, Anthony Hand UPA
Boston Mini-Conference May 2004
 Ullman, David G., The Mechanical Design Process, McGraw-Hill, Inc.,
U.S.A., 1997 pp. 105-108 ISBN 0-07-065756-4
 THE KANO MODEL: HOW TO DELIGHT YOUR CUSTOMERS, Elmar
Sauerwein , Franz Bailom, Kurt Matzler, Hans H. Hinterhuber* Department
of Management, University of Innsbruck
 Kano model, From Wikipedia
 The KANO model… so good for User Experience, About the Kano Model,
www.kanomodel.com
 Understanding Value using Dr. Kano’s Model : Converge Consulting Group
Inc. Articles and News
www.converge-group.net