topic 5: design on Kano analysis Flashcards
The _____ is an approach to prioritizing features on a product roadmap based on the degree to which they are likely to satisfy customers.
Kano Model
The _____ is one of many prioritization frameworks designed to help product teams prioritize initiatives.
Kano Model
_____ can help teams determine which features will satisfy and even
delight customers.
Kano
Product managers often use the Kano Model to ______.
prioritize potential new
features by grouping them into categories
This strict focus on _____ distinguishes the Kano Model from other prioritization frameworks.
how customers will react to each feature
With the Kano Model, the key consideration for any new feature is _____.
how much it will satisfy users
______, a professor of quality management at the Tokyo University of Science, created the Kano Model in 1984.
Dr. Noriaki Kano
The model identifies five categories of potential customer reactions to a new feature, ranging from dissatisfaction, to
indifference, all the way up to what many call customer delight or excitement features.
Kano Model
What are the 2 competing criteria the Kano Model is weighed on?
- their potential to satisfy customers
- the investment needed to implement them
You can also think of the Kano Model as the “_______” approach.
Customer Delight vs. Implementation
Investment
The Kano Model identifies ____ types of initiatives product teams will want to develop.
three
The Kano Model also identifies ___ types of features you will want to keep off of your roadmap.
two
What are the 2 types of features you want to keep off your roadmap according to the Kano Model?
- “indifferent” features
- “dissatisfaction” features
Customers won’t care about.
“indifferent” features
Will upset customers.
“dissatisfaction” features
What are the 3 categories of initiatives that could earn a slot on your roadmap according to Kano Model?
- basic (threshold) features
- performance features
- excitement features
These are features your product needs to be competitive. And, it they don’t work as expected they may lead to
dissatisfaction.
basic (threshold features)
These are features that give you a proportionate increase in customer
satisfaction as you invest in them.
performance features
Dr. Noriaki described this type of feature as “one-dimensional” because of the direct, linear correlation between how much you invest in it and the amount of customer satisfaction it delivers.
performance features
These are also features customers know they want and weigh heavily when deciding whether to choose your product or your competitor’s.
performance features
_____ yield a disproportionate increase in customer delight as you invest in them.
Excitement features
If you don’t have these features, customers might not even miss them; but if you include them, and continue to invest in them, you will create
dramatic customer delight.
excitement features
You can also think of these features as the unique innovations and surprises you include in your product. Dr. Noriaki called these “attractive” features and “delighters” because they had that effect on users, and that delight can create an outsized positive response to your product.
excitement features
When should you use the Kano Model?
- for product teams with limited time and
resources - for teams in need of guidance to figure out which minimum-threshold features they absolutely must build, which performance features to start investing in now, and which customer-delight features will deliver the biggest customer “Wow!” for the buck
