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This came out for day 16 of RMA Consulting's UX Advent Calendar of 2010.A quick introduction to Kano for User Experience / Design folk. Can be used for Agile as well. It allows you to classify different levels of innovation within a product or service. There are some simple questions you can use to classify certain features e.g. for an Agile project.
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KanoManaging innovation through classi!cation of needs
Jason Mesut - Head of User Experience
KanoA technique for classifying customer needs and
determining appropriate levels of innovation for products and services
Created in the 1980's by Professor Noriaki Kano, it's main objective is
to help teams uncover, classify, and integrate 3 categories of Customer
Needs and Attributes into the Products or Services they are
developing.
It’s also being used in Agile methodologies for prioritising
requirements
Based on three core tenets
Value attracts customers
Quality keeps customers and builds loyalty
Innovation is necessary to differentiate and compete
in the market
Kano is based on 3 core types of need:
Basic, Performance and Excitement
BasicAttributes / needs that are expected, assumed, given.
The hygiene factors.
Kano modelVery satis!ed
Delighted
Very dissatis!edDisgusted
Executed very well
Executed poorly or not at all
BasicSatisfying basic needs merely minimises dissatisfaction. Absence or poor execution leads to greater dissatisfaction.
BasicAbsence of these will cause
dissatisfaction, but no amount of execution quality will cause
positive satisfaction, it will only minimise dissatisfaction.
BasicToilet rolls in a hotel room. Zero toilet rolls = unhappy
customer. Three extra toilet rolls = not
unhappy, but not happy customer.
BasicCar door hits curb when opened
causes major dissatisfaction.Car door missing the curb causes
no dissatisfaction, but not positive satisfaction.
BasicCustomers/ users will rarely state these, so you have to observe or
analyse other products or services in depth to get to what they are
PerformanceAttributes / needs that are consciously
evaluated by the customer and at top of their minds when purchasing
Kano modelVery satis!ed
Delighted
Very dissatis!edDisgusted
Executed very well
Executed poorly or not at all
PerformancePerformance needs yield a proportional satisfaction for an investment in execution quality
PerformanceSatisfaction is proportional to the way in which these are executed,
starting from dissatisfaction due to slow, poor, or absent execution
through to high satisfaction due to quick, powerful or exquisite
execution.
PerformanceThese are possibly the easiest to
ascertain from users or customers as they are often ‘stated’ needs, so
will come up in surveys, focus groups etc.
PerformanceMiles per gallon: more = greater
satisfactionWaiting time in an airport: less
time = greater satisfaction
ExcitementAttributes / qualities that deliver “buzz”. The wows, differentiators, innovations, unique
selling/value propositions
Kano modelVery satis!ed
Delighted
Very dissatis!edDisgusted
Executed very well
Executed poorly or not at all
Excitement needsdelight when present but no dissatisfaction when not
Excitement
ExcitementPresence of these will delight
customers/users and increase their satisfaction, but absence of them
will not dissatisfy.
ExcitementInternet access on a plane or tube
is not expected and so will not upset if not present, but will delight
if it is.
ExcitementA pillow menu at Penny Hill Park
Spa for RMA Xmas party is not expected but is a rare delight.
ExcitementThese are harder to come up with,
and really require an understanding of ‘latent need’
which can only really be understood through observation or
incredible genius intuition
Kano modelVery satis!ed
Delighted
Very dissatis!edDisgusted
Executed very well
Executed poorly or not at all
Excitement needsdelight when present but no dissatisfaction when not
Excitement
Basic
PerformancePerformance needs yield a proportional satisfaction for an investment in execution quality
Satisfying basic needs merely minimises dissatisfaction. Absence or poor execution leads to greater dissatisfaction.
Over time, excitement needs become performance needs, and
then basic needs.
The innovations of tomorrow, will become the hygiene factors of
yesterday.
Kano modelVery satis!ed
Delighted
Very dissatis!edDisgusted
Executed very well
Executed poorly or not at all
Excitement
Basic
Performance
There are tools that help you classify, by asking some simple
questions
Kano survey tool
I re-‐found this special survey tool that does Kano analysis on requirements for you.A basic (i.e. Not very well done) version here h?p://www.kanosurvey.com/?id=395 <h?p://www.kanosurvey.com/?id=395>
Kano
h?p://www.youtube.com/watch?v=0v3qHFv4Zbo
Some useful linksh?p://blogs.msdn.com/b/noahc/archive/2006/10/20/removing-‐dissaSsfies-‐kano-‐analysis-‐a-‐decision-‐making-‐tool.aspx
h?p://www.agile-‐ux.com/tag/kano-‐model/
h?p://it.toolbox.com/wiki/index.php/Kano_Analysis
h?p://en.wikipedia.org/wiki/Kano_model
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