This presentation was given at a San Diego UX Meetup Ignite Session by Managing Partner Bennett King. It is a quick presentation on how to use the Kano Model to run Concept Value Testing (CVT) during agile or design sprints.

1. CONCEPTVALUETESTING
WITHTHEKANOMODEL
Bennett King
Managing Partner
@skunkwurx

2. USINGCONCEPT
VALUETESTING
© 2016-2018 Konrad+King

3. SCOPE
INTEGRATEDDESIGNPROCESS
© 2016 Konrad+King© 2016-2018 Konrad+King
DISCOVER DEFINE CONCEPT BUILD EVALUATE DEPLOY

4. SCOPE
INTEGRATEDDESIGNPROCESS
© 2016 Konrad+King© 2016-2018 Konrad+King
DISCOVER DEFINE CONCEPT BUILD EVALUATE DEPLOY
= actual live humans

5. SCOPE
INTEGRATEDDESIGNPROCESS
© 2016 Konrad+King© 2016-2018 Konrad+King
DISCOVER DEFINE CONCEPT BUILD EVALUATE DEPLOY
CVT
= actual live humans

6. SCOPE
INTEGRATEDDESIGNPROCESS
© 2016 Konrad+King© 2016-2018 Konrad+King
DISCOVER DEFINE CONCEPT BUILD EVALUATE DEPLOY
= actual live humans

7. WHATITISNOT:
A typical VOC exercise.
A usability test.
A holistic product rating.
A statistically significant
result.
The last user research you
should do.
WHATITIS:
A way to prioritize your
concepts with customers.
A way to refine your roadmap.
A way to quantify customers’
value.
A directional but not final user
research method.
A method the can be done
remote or in-person.
© 2016-2018 Konrad+King

8. CVTEARLY
&OFTEN
© 2016-2018 Konrad+King

9. THEKANO
MODEL
© 2016 Konrad+King

10. Professor
Noriaki Kano
HelloMyNameIs

11. How do you feel if the concept is included?
Like it to be included
Expect it to be included
Don’t Care
Can live with it being included
Dislike it if it were included
How do you feel if the concept is NOT included?
Like it not to be included
Expect it not to be included
Don’t Care
Can live with it not being included
Dislike it if it were not included
KANOQUESTIONARE

12. EXAMPLE

13. Features or concepts that both satisfies the customer
and help them achieve their goals.
Feature or concept is a “must have” to meet customer
expectations.
Features that are exciting or unique, and can directly
relate to initial satisfaction worth the product.
Features or concepts that are neither good nor bad.
Not product differentiators.
Features or concepts that lead to dissatisfaction or
poor user experience.
5CONCEPTCATEGORIES
PERFORMING
MUSTHAVE
ATTRACTIVE
INDIFFERENT
DISSATISFYING

14. I
I
I
D
A
I
I
I
D
A
I
I
I
D
A
M
M
M
Q
P
D
D
D
D
Q
LIKE IT EXPECT IT DON’T CARE LIVE WITH DISLIKE
LIKE IT
EXPECT IT
DON’T CARE
LIVE WITH
DISLIKE
NEGATIVE | FEATURE ABSENT
POSITIVE|FEATUREPRESENT
Q=Questionable D=Dissatisfying I=Indifferent A=Attractive M=Must Have P=Performing
CHARTINGCONCEPTS
© 2016-2018 Konrad+King

15. CONCEPT 1 CONCEPT 2 CONCEPT 3
CONCEPT 4 CONCEPT 5 CONCEPT 6
VISUALIZINGCONCEPTPERFORMANCE

16. foldingburritos.com/kano-model
JUSTGOHERE

17. Bennett King
Managing Partner
Konrad+King
@skunkwurx
THANK
YOU!
© 2016 Konrad+King