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9 Secrets of Kano Model
The document discusses the Kano model, a framework for prioritizing product features based on customer satisfaction. It categorizes features into must-haves, linear features, and delighters, emphasizing the importance of eliminating undesired and unimportant features to enhance product value. Additionally, it highlights how user perceptions of feature importance can change over time and differ among user types.
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9 Secrets of Kano Model
- 1. 9 Secrets of Kano Model Hienadź “Gena” Drahun
- 2. Gena Drahun [ˈɡə-nadra-ˈgün]
- 3. • Interaction Designer,Information Architect • MSc System Analysis, HCI, BA Economics • Practicing UX since 2002 • Practicing Lean UX since 2007
- 4. More than 100design projects…
- 5. Big Successes “Worldof Tanks”, Wargaming.net • 100 000 000+ registered players worldwide; • $1 000 000 000+ total lifetime revenue; • #5 top online game worldwide in 2013, 2014 YTD, revenue based; AllSecur, Allianz • 19th web-site of the Netherlands in WUA! Top 100 2012, (+ 24 positions after redesign); • #1 Dutch insurance web-site in categories User-friendliness, First Impression and Quality in WUA! Top 100 2013, 2014;
- 6. Visual Definitions of User Experience http://www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience
- 7. 1/3 of careerworked on products that were never released… Mostly large-scale, year and longer…
- 8. Sample Product scope: •80 Features; •700 User Stories How will it work?
- 9. OS X HumanInterface Guidelines
- 10. Only 33% chancethat a feature will increase Product Value
- 11. The same customervalue cab be created by spending 30-60% less work and time.
- 12. Original scope: •80Features; •700 User Stories “Optimized” scope: •25 - 55 Features •230 - 500 User Stories
- 13. -How to achievethis?
- 14. “Agile doesn’t havea brain” Jeff Gothelf http://www.jeffgothelf.com/blog/agile-doesnt-have-a-brain/#sthash.riyIEay3.dpbs
- 15. Add More Brains: Feature Prioritization!
- 16. 1. Kano Model: Simple way to prioritize product features
- 17. The Kano modelof customer satisfaction was developed by Japanese academic and consultant Noriaki Kano.
- 18. It separates thefeatures of a product or a service into 3 categories: •Must-haves. •Linear features. •Delighters.
- 19. Question: You onlyshow 3 Kano classifications, I have heard there are actually 5? Yes, there are five but the other 2 represent rare situations. The biggest oversimplification of Kano model. Just loosing the half of it’s power.
- 20. 2. How todo Kano?
- 21. Ask users only2 questions about feature: 1.Positive question 2.Negative question
- 22. Positive question: ”Ifyour <Product> could <Feature>, how do you feel?” ”If the edges of your skis grip well on hard snow, how do you feel?”
- 23. Negative question: ”Ifyour <Product> could not <Feature>, how do you feel?” ”If the edges of your skis do not grip well on hard snow, how do you feel?”
- 24. 5 possible answers • I like it that way • I expect it to be that way • I am neutral • I can live with it that way • I dislike it that way
- 25.
- 26.
- 27. Customer Satisfaction Delighted Satisfied Neutral Disappointed Frustrated
- 28. Customer Satisfaction Delighted Satisfied Neutral Disappointed Frustrated Zone of Acceptance Zone of Tolerance Dissatisfied
- 29. Customer Satisfaction Delighted Satisfied Neutral Disappointed Dissatisfied Frustrated UX 2000s Usability, 1980s,1990s Jared Spool
- 30. 4. Kano FeatureTypes
- 31. 5 feature types • One dimensional (Linear) • Must-be • Attractive (Delighters) • Undesired (Negative) • Unimportant (Neutral)
- 32. Customer Satisfaction Delighted Satisfied Neutral Disappointed Dissatisfied Frustrated Zone of Acceptance Zone of Tolerance None Basic Best Possible Investment / Perfection
- 33. Customer Satisfaction Delighted Satisfied Neutral Disappointed Dissatisfied Frustrated One dimensional The more is the better. Spoken. Measurable. None Basic Best Possible Investment / Perfection
- 34. Customer Satisfaction Delighted Satisfied Neutral Dissatisfied Frustrated Must-be Dissatisfying if not included. Perfection does not bring delight. Taken for granted, expected. Unspoken if fulfilled, Spoken if unmet. None Basic Best Possible Investment / Perfection
- 35. Customer Satisfaction Delighted Satisfied Neutral Disappointed Dissatisfied Frustrated None Basic Best Possible Investment / Perfection Attractive Positive attitude with minimal investment. Unexpected. Unspoken.
- 36. Customer Satisfaction Delighted Satisfied Neutral Dissatisfied Frustrated Undesired The more you invest, the lower the satisfaction. None Basic Best Possible Investment / Perfection
- 37. Customer Satisfaction Delighted Satisfied Neutral Dissatisfied Frustrated Bigger investment does not significantly change the level of satisfaction. None Basic Best Possible Investment / Perfection Unimportant
- 38. 5. The SingleTakeaway
- 39.
- 40.
- 41. Waste growth makesyour product rot and move slower and slower... http://www.sivatherium.narod.ru/library/Tarasov/glava_10.htm
- 42.
- 43. Another look onKano Matrix
- 44. Feature Type sDistribution
- 45. 28% 72% Attractive,Must-be, One Dimensional Undesired, Unimportant or Questionable
- 46. The single mostimportant takeaway from Kano model: “Undesired and Unimportant features create no customer value but waste. Eliminate them.”
- 47. Undesired and unimportantfeatures: • Increase complexity without creating value; •Increase development and maintenance costs; •Make the product more difficult to use and learn; •Distract user’s attention from the core functionality.
- 48. 6. Prioritization of Feature Types
- 49. You have determinedKano types of all your features. Which should you implement first?
- 50. Prioritization Rule M> O > A > U Must-Be > One dimensional > Attractive > Unimportant
- 51. M > O> A > U MVP Product 1.0 MUP (Minimum Usable Product) MDP (Minimum Delightful Product)
- 52.
- 53. Ask importance question ”How important it is or would it be if: <Product> has (adjective) <Feature>?” How important it is or would it be if: The car has a small turning radius?
- 54. Use scale of5 answers •Not important at all • Of little importance • Moderately important • Important • Very important
- 55. 7. Kano TypesChange with Time
- 56. Two forces: CustomerSatisfaction deteriorates with time Level of “Best Possible” performance grows with time (Customer expectations increase.)
- 57. Customer Satisfaction Delighted Satisfied Neutral Disappointed Dissatisfied Frustrated Attractive One dimensional Must-be
- 58. My Hypothesys... Onedimensional Attractive Must-be Undesired Unimportant
- 59. Customer Satisfaction Delighted Satisfied Neutral Disappointed Dissatisfied Frustrated Attractive One dimensional Must-be Unimportant Undesired
- 60. S-Curve Feature Lifecycle Growth Maturity Infancy Decline
- 61. Feature Lifecycle Investment/ Time / Perfection Δ Customer Satisfaction Unimportant Attractive One Must-be Unimportant Undesired dimensional
- 62. 8. Kano Typescan differ per user
- 63. First Adopters: perceivea need for the software. Most likely to purchase in the near future. Late Adopters: while interested, will delay purchasing until the concept is more mainstream. Non Adopters: not interested in the core feature and will not use in the foreseeable future. http://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
- 64. Features that LateAdopters see as “Attractive” might be perceived as “Must have” or “One dimensional” by Fast Adapters. Jan Moorman http://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
- 65. Feature Lifecycle Investment/ Time / Perfection Δ Customer Satisfaction Unimportant Attractive One Must-be Unimportant Undesired dimensional First Adopters Late Adopters Non Adopters
- 66. 9. Levels ofDelight (Bonus to Kano!)
- 67. Customer Satisfaction Satisfied Neutral Disappointed Dissatisfied Frustrated Attractive Meaning Flow None Basic Best Possible Investment / Perfection Pleasure Dana Chisnell http://www.slideshare.net/danachisnell/deconstructing-delight
- 68. Surface Can fadewith time Body Flow Behavioral Core Visceral Reflective Pleasure Meaning Acquisition Usage Retention Can last longest http://www.slideshare.net/tollady/can-you-wireframe-delightful Stays longer Ben Tollady & Ben Rowe
- 69. Customer Satisfaction Satisfied Neutral Disappointed Dissatisfied Frustrated Attractive Meaning Flow None Basic Best Possible Investment / Perfection Pleasure Positive attitude with minimal investment. Unspoken Unexpected !!!
- 70. Surface Pleasant Surprise,WOW-moment Body “Exactly as I want”, feeling of control, Kick-ass experience Core Being over expectations
- 71. Surface Level Delight(Emotional Design): • Visual Beauty; • Microcopy; • Animations; • Transitions & Interactions; • Sound
- 72. Body Level DelightI • Purpose, focus & prioritization • Feel of mastery & control
- 73. Body Level DelightII • Clear goal & benefit to the user; • Matches users’ mental model; • Focusing on the main function; • Clear affordances & feedback; • Minimized clutter
- 74. Core Level Delight • Creates feeling of Pride & Passion, Belonging & Generosity; • Genuine, from mission & culture to fulfillment; • Complete experience, not just some touch points; • Purposeful on all channels
- 75. Discover secrets yourself Kano Model 1. Jan Moorman: http://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results 2. Jan Moorman: http://vimeo.com/62646585 3. Jared Spool: http://www.youtube.com/watch?v=ewpz2gR_oJQ&sns=tw 4. Lawrence (Laurie) Phillips: http://www.slideshare.net/LawrencePhillips/kano-model-rev- 1 Delight 1. Dana Chisnell: Deconstructing Delight: Pleasure, Flow, and Meaning: http://vimeo.com/38140672 2. Ben Tollady & Ben Rowe: http://www.slideshare.net/tollady/can-you-wireframe-delightful This presentation uses icons from www.thenounproject.com created by Megan Sheehan.
- 76.
- 77. Sample Product scope: •80 Features; •700 User Stories • Project stopped after 1,5yrs ; • MVP scope was never reached ; • Teams don’t exist anymore
- 78. Thank you! HienadźDrahun @HDrahun hienadzdrahun http://www.slideshare.net/Hienadz.Drahun