Kano model and the practical application of it. This time we will go deeper than the surface and explore some secrets that can increase the effectiveness of Kano approach.
5. Big Successes
“World of 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 career worked on products that
were never released…
Mostly large-scale, year and longer…
16. 1. Kano Model:
Simple way to prioritize
product features
17. The Kano model of customer
satisfaction was developed by
Japanese academic and consultant
Noriaki Kano.
18. It separates the features of a product
or a service into 3 categories:
•Must-haves.
•Linear features.
•Delighters.
19. Question: You only show 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.
21. Ask users only 2 questions
about feature:
1.Positive question
2.Negative question
22. Positive question:
”If your <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:
”If your <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
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
45. 28%
72%
Attractive, Must-be,
One Dimensional
Undesired, Unimportant
or Questionable
46. The single most important takeaway from
Kano model:
“Undesired and
Unimportant features
create no customer value
but waste. Eliminate
them.”
47. Undesired and unimportant features:
• 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.
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 of 5 answers
•Not important at all
• Of little importance
• Moderately important
• Important
• Very important
63. First Adopters: perceive a 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 Late Adopters 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
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 fade with 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
72. Body Level Delight I
• Purpose, focus & prioritization
• Feel of mastery & control
73. Body Level Delight II
• 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
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