topic 5: design on Kano analysis

Question 1

The _____ is an approach to prioritizing features on a product roadmap based on the degree to which they are likely to satisfy customers.

Answer 1

Kano Model

Question 2

The _____ is one of many prioritization frameworks designed to help product teams prioritize initiatives.

Answer 2

Kano Model

Question 3

_____ can help teams determine which features will satisfy and even
delight customers.

Answer 3

Kano

Question 4

Product managers often use the Kano Model to ______.

Answer 4

prioritize potential new
features by grouping them into categories

Question 5

This strict focus on _____ distinguishes the Kano Model from other prioritization frameworks.

Answer 5

how customers will react to each feature

Question 6

With the Kano Model, the key consideration for any new feature is _____.

Answer 6

how much it will satisfy users

Question 7

______, a professor of quality management at the Tokyo University of Science, created the Kano Model in 1984.

Answer 7

Dr. Noriaki Kano

Question 8

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.

Answer 8

Kano Model

Question 9

What are the 2 competing criteria the Kano Model is weighed on?

Answer 9

1. their potential to satisfy customers
2. the investment needed to implement them

Question 10

You can also think of the Kano Model as the “_______” approach.

Answer 10

Customer Delight vs. Implementation
Investment

Question 11

The Kano Model identifies ____ types of initiatives product teams will want to develop.

Answer 11

three

Question 12

The Kano Model also identifies ___ types of features you will want to keep off of your roadmap.

Answer 12

two

Question 13

What are the 2 types of features you want to keep off your roadmap according to the Kano Model?

Answer 13

1. “indifferent” features
2. “dissatisfaction” features

Question 14

Customers won’t care about.

Answer 14

“indifferent” features

Question 15

Will upset customers.

Answer 15

“dissatisfaction” features

Question 16

What are the 3 categories of initiatives that could earn a slot on your roadmap according to Kano Model?

Answer 16

1. basic (threshold) features
2. performance features
3. excitement features

Question 17

These are features your product needs to be competitive. And, it they don’t work as expected they may lead to
dissatisfaction.

Answer 17

basic (threshold features)

Question 18

These are features that give you a proportionate increase in customer
satisfaction as you invest in them.

Answer 18

performance features

Question 19

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.

Answer 19

performance features

Question 20

These are also features customers know they want and weigh heavily when deciding whether to choose your product or your competitor’s.

Answer 20

performance features

Question 21

_____ yield a disproportionate increase in customer delight as you invest in them.

Answer 21

Excitement features

Question 22

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.

Answer 22

excitement features

Question 23

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.

Answer 23

excitement features

Question 24

When should you use the Kano Model?

Answer 24

1. for product teams with limited time and
   resources
2. 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

Question 25

The _____ is a useful framework for product teams looking for a systematic
approach to feature prioritization. It helps teams that are interested in prioritizing
functionalities they believe will delight customers.

Answer 25

Kano Model

Question 26

______ are the “wow factor” features that can give you a competitive advantage.

Answer 26

excitement attributes

Question 27

_____ can represent a good return on investment, because you don’t need many of them to generate high levels of customer satisfaction.

Answer 27

excitement attributes

Question 28

What are the 5 steps in using the Kano Model?

Answer 28

1. research and brainstorm all of the possible features and attributes of your product or service, and everything you can do to please your customers.
2. classify these as threshold, performance, or excitement attributes, and add a fourth type, not relevant.
3. make sure that your product or service has all of the essential threshold attributes.
4. assess the excitement attributes, and think about how you can incorporate some of them into your product or service.
5. choose the performance attributes that you can deliver at a competitive price, while still maintaining an acceptable profit margin

Question 29

The Kano Model of product development and customer satisfaction was published in______ by Noriaki Kano, Tokyo University of Science’s professor of quality
management.

Answer 29

Japan in 1984

Question 30

These are the basics that customers expect.

Answer 30

threshold attributes

Question 31

These increase a customer’s enjoyment but aren’t essential. Some of these may need to be scaled back, so that you can deliver Threshold and Excitement Attributes.

Answer 31

performance attributes

Question 32

These are the surprise elements of a product or service that
delight customers.

Answer 32

excitement attributes

Question 33

What are the 3 attributes to products and services assigned by the Kano Model?

Answer 33

1. threshold attributes
2. performance attributes
3. excitement attributes

Question 34

What is the key to carrying out Kano Model successfully?

Answer 34

Understanding your customers’ experiences and expectations, and effectively generating innovative ideas for improving your product or service