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IPDD Kano model


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IPDD Kano model

  1. 1. By : Prasad S. Mahajan (143655) M-Tech Ist Year NIT Warangal
  2. 2.  What is Kano model  Feature classification  Two Complications  How does the Kano model work?  Example: Mobile phone  Summery
  3. 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. 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. 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. 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. 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. 8.  Customer simply doesn’t care about  Features that the manufacturer founds value in, but not the customer  No satisfaction, No dissatisfaction
  9. 9.  Opposite of the One Dimensional category  Cause dissatisfaction if present  Varies with region, age, sex, etc.
  10. 10.  Select a representative panel of users (20…30)  Pass them a questionnaire  Analyze the responses and make the right decisions
  11. 11.  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
  12. 12. Impact of time Inconsistent Customer Expectations
  13. 13.  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
  14. 14.  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.
  15. 15.  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,  Understanding Value using Dr. Kano’s Model : Converge Consulting Group Inc. Articles and News