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125 - Kano Modeling And Analysis-Delivering Products That Will Delight

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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day.

Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development.

www.ProductCampBoston.org

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125 - Kano Modeling And Analysis-Delivering Products That Will Delight

  1. 1. Kano Modeling & Analysis: Delivering Products That Will Delight KD Singh Arneja @kd_singh www.linkedin.com/in/kanwaldeep kanwaldeep@gmail.com kdsingharneja.com
  2. 2. ABOUT ME UI Engineer > UX Architect > UX Director/Product Owner
  3. 3. 5THE PRODUCT DILEMMA What do we build What problem to solve In what order do we build How do we build it
  4. 4. 6Noriaki Kano • Educator and Consultant • TQM Guru • Challenged Loyalty Retention Norms • 25 year Old Approach • Right blend on Like to Dislike
  5. 5. 7KANO MODEL https://articles.uie.com/kano_model/ https://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results https://foldingburritos.com/kano-model/
  6. 6. 8KANO MODEL https://articles.uie.com/kano_model/ https://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
  7. 7. 9KANO MODEL https://articles.uie.com/kano_model/ https://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results What delighted customers in the past is now expected What is expected today will not meet minimum customer expectations in the future.
  8. 8. 10KANO – Five Emotional Response Types Must-Be One-Dimensional Indifferent Reverse http://bawiki.com/wiki/techniques/kano-model-prioritization/ Attractive
  9. 9. 11KANO – Must Have Features • Customer expect these • “Cost of entry” features. • Bare minimums • ROI of having must have tapers off http://bawiki.com/wiki/techniques/kano-model-prioritization/
  10. 10. 12KANO – Must Have Features
  11. 11. 13KANO – One-Dimensional Features • Greatest impact on customer satisfaction • Directly proportional to fulfillment • Satisfaction if present, otherwise not • Also called performance • E.g. • Usability • Cost • Security • Streaming speed http://bawiki.com/wiki/techniques/kano-model-prioritization/
  12. 12. 14KANO – One-Dimensional Features
  13. 13. 15KANO – Attractive Features • Not expected or asked but absence not dissatisfying • Product differentiators • Christmas morning gifts • E.g. • Faster delivery than advertised • Automatic parsing of calendar dates from emails http://bawiki.com/wiki/techniques/kano-model-prioritization/
  14. 14. 16KANO – Attractive Features http://fortune.com/2018/06/10/tesla-self-driving-features-august/
  15. 15. 17KANO – Indifferent Features • Customers are ambivalent about these • Low ROI • May be valuable to vendor http://bawiki.com/wiki/techniques/kano-model-prioritization/
  16. 16. 18KANO – Indifferent Features
  17. 17. 19KANO – Reverse Features • Opposite of One-Dimensional • Cause dissatisfaction when present • Steer users/customers away http://bawiki.com/wiki/techniques/kano-model-prioritization/
  18. 18. 20KANO – Reverse Features
  19. 19. 21KANO – Must-Have gone Reverse Image Credit: https://www.theawl.com/2012/12/apple-maps-and-apps-are-they-killing-everyone/
  20. 20. 22 How to Kano
  21. 21. 23HOW TO KANO 1. First, Gather All Feature Set • Competitive Research – What our competitors have? • Marketing Research – What do they “desire”? • Innovative Ideas – What is novel? • Brainstorming – Poll for ideas from “everyone” • Missing pieces - What they don’t have? 2. Gather Data and Tabulate 3. Identify Customers and Partners 4. Validate 5. Analyze
  22. 22. 24STEP 1 - COLLECT KANO DATA Surveys Questionnaire Research and Plot – ! Hard Work http://www.methodsandtools.com/archive/kano.php https://www.agilelogic.com/files/KanoAnalysis.xls
  23. 23. 25STEP 1 - COLLECT KANO DATA - METHODS https://www.isixsigma.com/tools-templates/kano-analysis/kano-analysis-customer-needs-are-ever-changing/
  24. 24. 26STEP 2 – TABULATE – PLOT LIKES/DISLIKES https://www.agilelogic.com/files/KanoAnalysis.xls
  25. 25. 27STEP 3 - VALIDATING KANO •Validate by collecting more •Talk to more customers •Talk to partners •Talk to SMEs and Thought leaders •Research White papers •Talk to research branches of firms like Accenture and Forrester
  26. 26. 28STEP 4 - CATEGORIZING KANO DATA https://www.agilelogic.com/files/KanoAnalysis.xls Survey Results Kano Key / Eval Table Plot: Expect it + Dislike if absent = Must Be
  27. 27. 31STEP 4 - ANALYZING KANO DATA Satisfaction Coefficient Attractive + One-Dimensional / Attractive + One-Dimensional + Must-Be + Indifferent Dissatisfaction Coefficient One-Dimensional + Must-Be / (Attractive + One-Dimensional + Must-Be + Indifferent) x (-1) http://bawiki.com/wiki/techniques/kano-model-prioritization/ For Feature 2 (12+20) / (12+20+10+40) = 0.3902 (20+10) / (12+20+10+40)x(-1) = -0.3659 0 1 higher influence on customer satisfaction 0 -1 higher influence on customer dissatisfaction Decision: Slightly more satisfaction than dissatisfaction, but since closer to 0, don’t implement the feature.
  28. 28. 32 KANO AND AGILE PRODUCT MANAGEMENT
  29. 29. 33WHY KANO •Provides sanity to endless backlog •Helps to identify unspoken needs before prioritization •Helps say No! •Support product decision objectively •Product roadmap with the right features •Be nimble in the market against competition https://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
  30. 30. 34KANO BASIC PRIORITIZATION Must-Be > One Dimensional > Attractive > Indifferent
  31. 31. 35KANO BASIC PRIORITIZATION Must-Be > One Dimensional > Attractive > Indifferent.
  32. 32. 36KANO GUIDED BY PERSONAS Indifferent. Reverse https://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results First Adopters (dark green) are individuals who perceive a need for this software. Late Adopters (bright green) are individuals who find the core feature to be ”attractive and unexpected.” Non Adopters (yellow green) are not interested in the core feature and will not use this software in the foreseeable future.
  33. 33. 38KANO INSIGHTS on PAIN POINTS HIGH FREQUENCY HIGH PAINLOW PAIN LOW FREQUENCY
  34. 34. 40TRANSLATING KANO OUTCOMES TO PRODUCT ROADMAP Ref: https://www.youtube.com/watch?v=-9-mG5NSsTM
  35. 35. 42KANO PITFALLS •Repeated and full Kano Model analysis can be very time-consuming/ expensive •Easy to overlook important features that the customer may not think of or be aware of (non-functional requirements, regulatory requirements, performance requirements, maintainability and support needs, etc.) •Not getting enough validation •Susceptible to leaks (competitive disadvantage) •Too many cooks with gut feelings
  36. 36. 43 Exercise Breakdown into teams of 2. One teammate provides Functional and Dysfunctional ratings for each feature (i.e. Like, Dislike, Neutral etc). The other teammate will provide Evaluation (i.e. MOAIR) Do as many features as you can.
  37. 37. 44 5 Scales of Positive / Negative User Satisfaction scale 1. Like 2. Must Be 3. Neutral 4. Live With 5. Dislike
  38. 38. 45 https://www.consumerreports.org/automotive-technology/must-have-features-to-get-in-next-new-car/ What does Consumer Reports Say Must have Safety Features Nice-to-Have Safety Features. (Attractions) Must-Have Convenience Features Nice-to-Have Convenience Features (Attractions) Features to Skip (Reverse) Automatic emergency braking Forward collision warning Blind spot warning/alert Automatic high beams Rear cross traffic warning Android Auto and Apple CarPlay Knobs for audio and climate systems 360-degree surround-view camera systems Auto-dimming mirrors Fast USB charging Keyless entry Multizone climate systems Head-up display Heated seats and steering wheel Power driver’s seat with height- adjustable lumbar WiFi hotspot Wireless charging pad Bigger wheels and low-profile tires Built-in navigation system Lane keeping assist Rear entertainment unit https://www.consumerreports.org/automotive-technology/must-have-features-to-get-in-next-new-car/
  39. 39. 46WANNA LEARN MORE?
  40. 40. Discussion / Questions? KD Singh Arneja @kd_singh www.linkedin.com/in/kanwaldeep kanwaldeep@gmail.com kdsingharneja.com

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