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Quality
Improvement in
Product Design
and
Development
with the Help
Kano Model
Outline
Purpose
Quality improvement
Understanding Customer Needs
The Kano Model
Customer Satisfaction
The Kano Model in Quality Improvement
 Applying the Kano Model
 Examples of Kano Model
 Kano Model Limitations
 The Future of Kano Model
Conclusion
Purpose
Learn how the Kano Model can help
improve product design and development.
Discover how to use statics and visuals to
deliver the best product design.
Quality Improvement
Quality improvement is essential for any product design and
development process. By adopting the right approach, companies
can increase customer satisfaction, reduce costs, and boost sales.
Quality improvement is the framework used to systematically
improve care. Quality improvement seeks to standardize processes
and structure to reduce variation, achieve predictable results, and
improve outcomes for patients, healthcare systems, and
organizations.
Understanding Customer Needs
LEARN HOW TO CAPTURE CUSTOMER NEEDS AND PREFERENCES BY USING SURVEYS
AND INTERVIEWS. THIS HELPS TO IDENTIFY COMMON DELIGHTERS, SATISFIERS, AND
DISSATISFIERS.
Surveys
Create a survey to understand the needs and
preferences of customers. This can help tailor
your product design to the needs and wants of
the customer.
Interviews
Conduct interviews with customer to gather
insight that can be used in product design. By
understanding customers’ feedback, you can
ensure that the final product meets their
expectations.
The Kano Model
The Kano model of customer satisfaction classifies
customer preferences into categories.
Understanding how it works can greatly improve
product design and development.
Must-Haves
These are basic requirements in a product or
service. Failure to include them will result in
customer dissatisfaction.
Attractive
Features that go above and beyond customer
expectations. Including these will result in
customer delight and higher satisfaction.
Performance Attributes
Features that are proportional to customer
satisfaction - the more of them that are present,
the more satisfied customers will be.
The Kano Model and Customer Satisfaction
Understanding the Kano model can help organizations improve
customer satisfaction as they develop or improve their
products, by focusing on the features that will truly enhance the
customer experience.
The Kano Model in Quality Improvement
Understanding the Kano Model
The Kano model categorizes product features into three types: basic, performance, and
excitement. By focusing on each type, companies can plan their product development strategies
more effectively.
The Study
A study was conducted on student satisfaction at university libraries in Sweden. The Kano model
was used to understand what features students wanted and what features were essential. The
results were impressive.
Improvements Made
Based on the study's findings, several improvements were made to the libraries, including extended opening
hours, new furniture, and enhanced study spaces. These changes led to a significant increase in student
satisfaction.
The Kano Model in Quality Improvement
Applying the Kano Model Cont…
Using the Kano Model in product design and development helps in integrating customer
preferences, preferences to align with the business model, and customer delight.
1. Identify Customer Needs
• Collect data on customer preferences, and use various channels, like surveys and interviews, to gain insight into
their requirements.
2. Translate Data into Kano Categories
• Group the customer requirements into categories - must-have, performance attributes, and delighters - to
understand their significance to the customer.
3. Design Products that Align with Each Kano Category
• Design and implement features that meet each Kano category at a minimum level or customize them to exceed
customer expectations.
4. Continue Improving
• Review feedback continuously and adjust designs to meet emerging needs.
The Kano Model in Quality Improvement
Examples of Kano Model Cont…
Apple
Apple has successfully
incorporated must-have
features like a touch ID
to unlock phones,
performance attributes
like faster chips, and
delighters like Siri.
Tesla
Tesla has incorporated
features like Autopilot,
which is based on
performance attributes
and provides a safe and
efficient driving
experience, and other
delighters like the
touchless control panel.
Examples of how the Kano Model has been successfully applied in various businesses to improve their
Quality in product development and design
McDonald’s
By identifying the key
attributes of their food
that makes customers
happy, McDonald’s has
been able to streamline
their menu, standardize
their products, and focus
on consistency over
innovation.
The Kano Model in Quality Improvement
Kano Model Limitations Cont…
Despite its many advantages, the Kano
model has some drawbacks that need to
be taken into account for proper
implementation to meet the needs of
businesses and customers.
Inefficient for designing new products.
Strengths depend on the quality of the
feedback.
Assumes a direct correlation between
customer preferences and long-term
business success.
The Kano Model in Quality Improvement
Future of Kano Model Cont…
Internet of Things
The combination of
Kano Model thinking
with IoT can help
designers transform the
way they think about
their customers' needs
and create new products
and services.
Data Analytics
Data analytics can
complement Kano Model
thinking by providing a
more measurable and
quantifiable approach to
understanding customer
preferences.
The Kano Model is continuously evolving and adapting to changing market trends, customer preferences, and
emerging technologies. Continued refinement is needed for the Kano Model to remain relevant and useful.
AI and Machine Learning
Kano Model thinking can
help businesses improve
their AI-powered
services and make them
more responsive to
customer preferences.
Conclusion
The Kano Model provides a framework to
link customer expectations to the broader
product development strategy. It is an
essential methodology for businesses to
gain greater flexibility in prioritizing their
feature development and customer
solutions.
References
Sha, N., & Verhoeven, P. (n.d.). A study based on Kano model to improve satisfaction of students
at university libraries in Sweden.
https://www.coursehero.com/file/106506539/-Deliverable7-901421pptx
https://research-methodology.net/kano-model-of-customer-satisfaction-london-underground-
and-national-rail-services/
https://foldingburritos.com/blog/kano-model/
Class Lecture

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Quality Improvement in Product design and Development with Kano Model

  • 2. Outline Purpose Quality improvement Understanding Customer Needs The Kano Model Customer Satisfaction The Kano Model in Quality Improvement  Applying the Kano Model  Examples of Kano Model  Kano Model Limitations  The Future of Kano Model Conclusion
  • 3. Purpose Learn how the Kano Model can help improve product design and development. Discover how to use statics and visuals to deliver the best product design.
  • 4. Quality Improvement Quality improvement is essential for any product design and development process. By adopting the right approach, companies can increase customer satisfaction, reduce costs, and boost sales. Quality improvement is the framework used to systematically improve care. Quality improvement seeks to standardize processes and structure to reduce variation, achieve predictable results, and improve outcomes for patients, healthcare systems, and organizations.
  • 5. Understanding Customer Needs LEARN HOW TO CAPTURE CUSTOMER NEEDS AND PREFERENCES BY USING SURVEYS AND INTERVIEWS. THIS HELPS TO IDENTIFY COMMON DELIGHTERS, SATISFIERS, AND DISSATISFIERS. Surveys Create a survey to understand the needs and preferences of customers. This can help tailor your product design to the needs and wants of the customer. Interviews Conduct interviews with customer to gather insight that can be used in product design. By understanding customers’ feedback, you can ensure that the final product meets their expectations.
  • 6. The Kano Model The Kano model of customer satisfaction classifies customer preferences into categories. Understanding how it works can greatly improve product design and development. Must-Haves These are basic requirements in a product or service. Failure to include them will result in customer dissatisfaction. Attractive Features that go above and beyond customer expectations. Including these will result in customer delight and higher satisfaction. Performance Attributes Features that are proportional to customer satisfaction - the more of them that are present, the more satisfied customers will be.
  • 7. The Kano Model and Customer Satisfaction Understanding the Kano model can help organizations improve customer satisfaction as they develop or improve their products, by focusing on the features that will truly enhance the customer experience.
  • 8. The Kano Model in Quality Improvement Understanding the Kano Model The Kano model categorizes product features into three types: basic, performance, and excitement. By focusing on each type, companies can plan their product development strategies more effectively. The Study A study was conducted on student satisfaction at university libraries in Sweden. The Kano model was used to understand what features students wanted and what features were essential. The results were impressive. Improvements Made Based on the study's findings, several improvements were made to the libraries, including extended opening hours, new furniture, and enhanced study spaces. These changes led to a significant increase in student satisfaction.
  • 9. The Kano Model in Quality Improvement Applying the Kano Model Cont… Using the Kano Model in product design and development helps in integrating customer preferences, preferences to align with the business model, and customer delight. 1. Identify Customer Needs • Collect data on customer preferences, and use various channels, like surveys and interviews, to gain insight into their requirements. 2. Translate Data into Kano Categories • Group the customer requirements into categories - must-have, performance attributes, and delighters - to understand their significance to the customer. 3. Design Products that Align with Each Kano Category • Design and implement features that meet each Kano category at a minimum level or customize them to exceed customer expectations. 4. Continue Improving • Review feedback continuously and adjust designs to meet emerging needs.
  • 10. The Kano Model in Quality Improvement Examples of Kano Model Cont… Apple Apple has successfully incorporated must-have features like a touch ID to unlock phones, performance attributes like faster chips, and delighters like Siri. Tesla Tesla has incorporated features like Autopilot, which is based on performance attributes and provides a safe and efficient driving experience, and other delighters like the touchless control panel. Examples of how the Kano Model has been successfully applied in various businesses to improve their Quality in product development and design McDonald’s By identifying the key attributes of their food that makes customers happy, McDonald’s has been able to streamline their menu, standardize their products, and focus on consistency over innovation.
  • 11. The Kano Model in Quality Improvement Kano Model Limitations Cont… Despite its many advantages, the Kano model has some drawbacks that need to be taken into account for proper implementation to meet the needs of businesses and customers. Inefficient for designing new products. Strengths depend on the quality of the feedback. Assumes a direct correlation between customer preferences and long-term business success.
  • 12. The Kano Model in Quality Improvement Future of Kano Model Cont… Internet of Things The combination of Kano Model thinking with IoT can help designers transform the way they think about their customers' needs and create new products and services. Data Analytics Data analytics can complement Kano Model thinking by providing a more measurable and quantifiable approach to understanding customer preferences. The Kano Model is continuously evolving and adapting to changing market trends, customer preferences, and emerging technologies. Continued refinement is needed for the Kano Model to remain relevant and useful. AI and Machine Learning Kano Model thinking can help businesses improve their AI-powered services and make them more responsive to customer preferences.
  • 13. Conclusion The Kano Model provides a framework to link customer expectations to the broader product development strategy. It is an essential methodology for businesses to gain greater flexibility in prioritizing their feature development and customer solutions.
  • 14. References Sha, N., & Verhoeven, P. (n.d.). A study based on Kano model to improve satisfaction of students at university libraries in Sweden. https://www.coursehero.com/file/106506539/-Deliverable7-901421pptx https://research-methodology.net/kano-model-of-customer-satisfaction-london-underground- and-national-rail-services/ https://foldingburritos.com/blog/kano-model/ Class Lecture