This document introduces the Kano Model, a framework used to classify product features based on their impact on customer satisfaction. It explains that some features are "basic" and expected, while others provide linear satisfaction proportional to quality or performance. Some "excitement" features unexpectedly delight customers. The document outlines a process to apply the Kano Model to user experience design including researching customer needs, analyzing data, plotting features on the Kano diagram, and strategizing priorities with clients. It provides an example workshop applying the model to a fictional business and discusses extending the model with personas and use cases.

1. Applying the Kano Model to User
Experience Design
Anthony Hand
UPA Boston Mini-Conference
May 2004

2. Outline
Background
What is the Kano Model?
The Kano Model & User Experience
Workshop
Next steps?
Q&A
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3. From Diversity…
IAs/UEAs/Usability Engineers: Richly
varied group of professionals
Common thread: Analyze user and business
needs to architect/improve an interactive product
Our Toolbox
Big enough? No!
Lots to learn from other disciplines
Kano Model from Business
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4. My Intro to the Kano Model
An eCare Project
A brief recounting of that project…
MBAs use this!
Relevance to User Experience?
But dearth of information on it...
Let alone of relevance to UEAs
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5. Advantages of Kano Model
Synthesis of user research
Better client communication
Experience = product
User experience design is fundamentally
(interactive) product design
Product development prioritization
Better trade-off decisions
Success = implementation + differentiation
Persona targeting
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6. The Secret Origins
Noriaki Kano, Professor, Tokyo Rika University
Research areas: quality customer satisfaction
“Voice of the Customer”
Konica
New SLR: “Radically differentiate”?
Sales & marketing groups stumped
Kano: find the latent needs
Auto-focus, built-in flash, auto-film winding…
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7. The Kano Model
Customer Satisfaction
Performance
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8. The Kano Model
Customer Satisfaction Excitement
(Differentiation)
Linear
(Competitive)
Performance
Basic
(Cost of Entry)
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9. The Kano Model
Customer Satisfaction Excitement
(Differentiation)
Time
Linear
(Competitive)
Performance
Basic
(Cost of Entry)
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10. So Now What?
“We’ve seen what it is. But what can it do
for me?”
A Framework
Choices: Qualitative or Quantitative
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11. Kano Experience Framework
2. Analyze & 3. Plot & 4. Strategize
1. Research Diagram with Client
Brainstorm
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12. 1. Research: Getting the Data
Customer Satisfaction Excitement
(Differentiation)
• Field research
• Marketing/branding vision Linear
• Industrial design, packaging (Competitive)
• Call center data
• Site logs
Performance
• Competitive analysis
• Interviews
Basic
• Surveys (Cost of Entry)
• Focus groups
• Search logs • Lawsuits & regulations
• Usability testing • Buzz on Internet
• Customer forums
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13. 2. Analyze & Brainstorm
Analyze all available raw
data
Brainstorm a list of
features and
functionality
From major to minor, be
thorough!
Decide for next step,
user-driven or
professional evaluation? 13

14. 3. Plot & Diagram: User Driven
Part A: User Survey
“Functional form” vs. “Dysfunctional Form”
“How would you feel if the product had feature X?”
“How would you feel if the product didn’t have feature X?”
Kano Questionnaire Answers:
1. I like it.
2. I expect it.
3. I’m neutral.
4. I can tolerate it.
5. I dislike it.
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15. 3. Plot & Diagram: User Driven
Part A (cont.)
Best practices:
Write questions using appropriate language
Not too long
Distribute: perfect for Web!
Plot results in a matrix (next slide)
Multiple statistical methods available
Customer Satisfaction coefficient
Part B: Plot points on Kano Model
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16. Kano Questionnaire Matrix
E = Excitement Q = Questionable result
L = Linear I = Indifferent
B = Basic R = Reversed
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17. 3. Plot & Diagram: Professional
Evaluation
Part A: Professional Evaluation
Consider a formalized approach for evaluating
each feature
Plot results in a matrix (next slide)
Part B:
Plot points on Kano Model
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18. Professional Evaluation Kano
Matrix
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19. Professional Evaluation Kano
Matrix
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20. 4. Strategize with Client
Discuss findings with client
Agree on features to
include in product
Continue with project
lifecycle
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21. A Quick Workshop
“Granola Books & Cafe”
Alternative books & local music, small-batch
gourmet roasted coffee, poetry readings,
performances
We are on the IA team of a larger project
team
Our focus: The shopping cart
Let’s start brainstorming…
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22. Extending the Kano Model
Kano Model + Personas
Especially for widely divergent user populations
Add the dimension of Market Analysis
Market Size
Revenue Potential
Leverage data for targeting marketing messages
Kano Model + Use Cases
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23. Next Steps…
Give it a try!
Experiment, put it through its paces
And let us know how it worked for you
Q&A
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24. Thank you!
For links and to download this presentation, please
visit my web site:
www.handaweb.com/anthony/portfolio/kano/
Anthony Hand,
President
FloSpace, Inc.
ahand@FloSpace.com
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