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Concept Value Testing with the Kano Model
This document discusses concept value testing using the Kano model. It provides an overview of what concept value testing is and is not, explaining that it is a way to prioritize concepts with customers, refine a roadmap, and quantify customer value. It then describes the Kano model, created by Professor Noriaki Kano, which classifies concepts into five categories - performing, must-have, attractive, indifferent, and dissatisfying - based on customer responses. It shows how the Kano questionnaire works and how the results can be charted and visualized to understand concept performance.
Concept Value Testing with the Kano Model
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- 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 VOCexercise. 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
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- 11. How do youfeel 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
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- 13. Features or conceptsthat 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 EXPECTIT 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 CONCEPT2 CONCEPT 3 CONCEPT 4 CONCEPT 5 CONCEPT 6 VISUALIZINGCONCEPTPERFORMANCE
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