The document discusses the Kano model for product development. The Kano model classifies product features into three categories: basic/hygiene factors, performance factors, and excitement/delight factors. It provides a framework to evaluate features based on these categories, estimated technical effort, business benefits and costs, and time sensitivity to prioritize development. The goal is to identify high return on investment features by focusing first on critical hygiene needs, then highly attractive delight factors, and high value-added performance features. Over time, excitement needs may become performance needs and then basic needs, so features and needs are not timeless.

1. Half, Not Half-Assed
By Donald Lim

2. Lean means compromised
Experience?
Share experience of a product you manage or
design get compromised?

3. It means to do as little as possible so
you can learn if you did the right
thing or not
Why?
MVP Manage resources and prevent
scope creep
Aims to design an experience that
allows user to achieve their objective
well Good
Why?
To ensure it’s a useful product that is
UX
desirable to use

4. A Balancing Act for Good Product
Market
desirability
Technological Business
feasibility viability

5. Focus on Desirability,
Optimize for Feasibility and Viability
1. Think what could make an awesome product
2. Evaluating what’s the minimum to make it
relevant & good
3. Design for it

6. Evaluating what’s the
minimum to make it relevant
& good

7. About KANO MODEL
by Kanō Noriaki (狩野紀昭 )
Kano challenged the conventional beliefs
that improving each attribute of a
company's product or service will lead to
increased customer satisfaction.
Kano believed that not all attributes of
product or service performance are equal
in the eyes of the customer, and that some
attributes create higher levels of customer
satisfaction than others.

8. 3 Core Tenets
1. Value attracts customers
2. Quality keeps customers & build loyalty
3. Innovation is necessary to differentiate and
compete in the market

9. 2 Dimension
Customer very satisfied
Level of Satisfaction
Execution Quality
Executed poorly Executed
or not at all very well
Customer very dissatisfied

10. 3 Core Type of Attribute
1. Hygiene
2. Performance
3. Excitement

11. Hygiene
Needs / Attributes / Features that are expected,
assumed, given
The basic factors

12. Kano Model
Customer very satisfied
Executed poorly Executed
or not at all very well
Hygiene
Satisfying basic minimizes
dissatisfaction. Absence
or poor execution leads to
great dissatisfaction.
Customer very dissatisfied

13. Hygiene
Absence of these features will cause dissatisfaction,
but no amount of execution quality will cause positive
satisfaction, it will only minimize dissatisfaction

14. Hygiene – Example
No toilet roll in cubicle  Very dissatisfied
10 toilet roll in cubicle  Okay, so what?
No forget password  Dissatisfied
Super efficient password recovery  Okay, move on

15. Hygiene - Nature
Nothing exciting  Customer unlikely to list it as its
expected
Uncover by studying the environment and observe
repeating pattern

16. Performance
Need that are consciously evaluated by the
customer and at the top of their minds when
evaluating a product

17. Kano Model
Customer very satisfied
Performance
Performance needs yield a
proportional satisfaction for an
investment in execution quality
Executed poorly Executed
or not at all very well
Customer very dissatisfied

18. Performance
Satisfaction is proportional to the quality of the
feature.
Poor quality  WTF? Why even bother?
Standard quality  Didn’t notice it was there before
Good quality  Ahh, this is how it should be done

19. Performance – Example
Low car mileage  WTF? It suck like a jetplane
minus the speed
High car mileage  Let’s drive across the road!
Website loading time 30 sec  Why am I still here?
Website loading time 0.005 sec  Why is not every
site like that? 

20. Performance- Nature
Easiest to ascertain from customer as they are
‘stated’ needs. User survey, focus group, etc.

21. Delight
Qualities that deliver “Buzz”. The wows, unique
selling proposition, differentiator, innovations

22. Kano Model
Customer very satisfied Delight
Excitement needs delight when
present but no dissatisfaction
when not
Executed poorly Executed
or not at all very well
Customer very dissatisfied

23. Delight
Presence of these will delight customer and increase
satisfaction. Absence won’t cause dissatisfaction.

24. Delight – Example
Internet access on plane  Holy sh*t! I can
Facebook if this plane got highjack!
24 hr online chat support  Awesome!

25. Delight - Nature
Really hard to come by. Require an understanding of
‘latent need’ which can only really be understood
through observation or incredible genius intuition.

26. Basic Kano Model Delight Excitement needs delight when
Customer very satisfied present but no dissatisfaction
when not
Performance
Performance needs yield a
proportional satisfaction for an
investment in execution quality
Executed poorly Executed
or not at all very well
Hygiene
Satisfying basic minimizes
dissatisfaction. Absence or poor
execution leads to great
dissatisfaction.
Customer very dissatisfied

27. Evaluate Type of Feature
Feature H, P, D
Forget
Password
Also buy (crowd
wisdom)
Share widget
Zoom view
Chat feature
Editor Review

28. Evaluate Type of Feature
Feature H, P, D
Forget Hygiene
Password
Also buy (crowd Delight
wisdom)
Share widget Hygiene
Zoom view Delight
Chat feature Delight
Editor Review Performance

29. I have a list of Basic,
Performance and Delight…
Now what?

30. Accounting for Feasibility
1. Type
 Presentation (FE)
 Logic (BE)
 Integration (SI)
2. Skill Required / Complexity
 Low, Med, High
3. Time
 Estimated Hour

31. Evaluation Table Example
Feature H, P, D Tech
Complexity
To achieve minimum
threshold
Forget Hygiene
Password
Also buy (crowd Delight
wisdom)
Share widget Hygiene
Zoom view Delight
Chat feature Delight
Editor Review Performance

32. Evaluation Table Example
Feature H, P, D Tech
Complexity
To achieve minimum
threshold
Forget Hygiene Low B / 2
Password
Also buy (crowd Delight High B / 40
wisdom)
Share widget Hygiene Low F / 2
Zoom view Delight Low F / 3
Chat feature Delight Med B / 8
Editor Review Performance Med B / 10

33. Which has better ROI?
Customer very satisfied Highly attractive
High Value Added
Executed poorly Executed
or not at all very well
Critical
Customer very dissatisfied

34. Which to focus?
1. Fulfil the Critical
2. Pick a few Highly Attractive
3. Spend more effort on a few High Value Added
As the gradient become gentler, it means ROI is
low. This might be a feature you want to drop.

35. Err… but my business need
to be sustainable…

36. Evaluation Table Example
Feature H, P, D Tech Business Business
Complexity Benefit Cost
To achieve minimum
threshold
Forget Hygiene Low B / 2
Password
Also buy (crowd Delight High B / 40
wisdom)
Share widget Hygiene Low F / 2
Zoom view Delight Low F / 3
Chat feature Delight Med B / 8
Editor Review Performance Med B / 10

37. Evaluation Table Example
Feature H, P, D Tech Business Business
Complexity Benefit Cost
To achieve minimum
threshold
Forget Hygiene Low B / 2 Less contact us -
Password
Also buy (crowd Delight High B / 40 Higher sales -
wisdom)
Share widget Hygiene Low F / 2 Higher traffic -
Zoom view Delight Low F / 3 - High volume of
high res image
Chat feature Delight Med B / 8 Higher visitor Dedicated team
retention > of service officer
Higher sales
Editor Review Performance Med B / 10 Higher traffic > Dedicated
Expert branding writers

38. So I just choose based on
ROI for user, business and
effort right?

39. Almost… but
Over time, excitement needs become
performance needs, then basic needs.
The innovations of tomorrow, will become the
hygiene factors of yesterday

40. Feature and need are not timeless
Customer very satisfied
Delight
Performance
Executed poorly Executed
or not at all very well
Basic
Customer very dissatisfied

41. Evaluation Table Example
Feature B, P, D Tech Business Business Time
Complexity Benefit Cost Criticality
To achieve minimum
threshold
Forget Hygiene Low B / 2 Less contact -
Password us
Also buy Delight High B / 40 Higher sales -
(crowd
wisdom)
Share widget Hygiene Low F / 2 Higher traffic -
Zoom view Delight Low F / 3 - High volume
of high res
image
Chat feature Delight Med B / 8 Higher visitor Dedicated
retention > team of
Higher sales service
officer
Editor Performance Med B / 10 Higher traffic Dedicated
Review > Expert writers
branding

42. Evaluation Table Example
Feature B, P, D Tech Business Business Time
Complexity Benefit Cost Criticality
To achieve minimum
threshold
Forget Hygiene Low B / 2 Less contact - Low
Password us
Also buy Delight High B / 40 Higher sales - High
(crowd
wisdom)
Share widget Hygiene Low F / 2 Higher traffic - Low
Zoom view Delight Low F / 3 - High volume Low
of high res
image
Chat feature Delight Med B / 8 Higher visitor Dedicated Med
retention > team of
Higher sales service
officer
Editor Performance Med B / 10 Higher traffic Dedicated Low
Review > Expert writers
branding

43. What Is Shared?
1. What is the Kano Model
2. How to estimate effort and feasibility
3. Accounting for business viability
4. How to see high ROI feature
5. Recognizing time sensitivity
6.MVP ≠ Bad UX

44. Value
For PM: Make informed decision. Control scope
creep
For UX/Designer: Help guide design decisions
For Marketer: Sell the delight factors, people don’t
need to be told of hygiene factors
For Developer: Help ensures all hygiene factor is
there before concentrating on the delight factors.