Applying the Kano Model to User

Experience Design

Anthony Hand
UPA Boston Mini-Conference
May 2004
 Outline

Š Background
Š What is the Kano Model?
Š The Kano Model & User Experience
Š Workshop
Š Next steps?
Š Q&A

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 From Diversity…

Š IAs/UEAs/Usability Engineers: Richly

varied group of professionals
„ Common thread: Analyze user and business
needs to architect/improve an interactive product

Š Our Toolbox
„ Big enough? No!
„ Lots to learn from other disciplines
z Kano Model from Business
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 My Intro to the Kano Model

Š An eCare Project
„ A brief recounting of that project…

Š MBAs use this!

„ Relevance to User Experience?

Š But dearth of information on it...

„ Let alone of relevance to UEAs
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 Advantages of Kano Model

Š Synthesis of user research

„ Better client communication
Š Experience = product
„ User experience design is fundamentally
(interactive) product design
„ Product development prioritization
z Better trade-off decisions
„ Success = implementation + differentiation
Š Persona targeting
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 The Secret Origins

Š Noriaki Kano, Professor, Tokyo Rika University

„ Research areas: quality Æ customer satisfaction
„ “Voice of the Customer”

Š Konica
„ New SLR: “Radically differentiate”?
„ Sales & marketing groups stumped

Š Kano: find the latent needs

„ Auto-focus, built-in flash, auto-film winding…

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The Kano Model
Customer Satisfaction

Performance

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The Kano Model
Customer Satisfaction Excitement
(Differentiation)

Linear
(Competitive)

Performance

Basic
(Cost of Entry)

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The Kano Model
Customer Satisfaction Excitement
(Differentiation)
Time
Linear
(Competitive)

Performance

Basic
(Cost of Entry)

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 So Now What?

Š “We’ve seen what it is. But what can it do

for me?”

„ A Framework

„ Choices: Qualitative or Quantitative

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 Kano Experience Framework

2. Analyze & 3. Plot & 4. Strategize

1. Research Diagram with Client
Brainstorm

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 1. Research: Getting the Data
Customer Satisfaction Excitement
(Differentiation)
• Field research
• Marketing/branding vision Linear
• Industrial design, packaging (Competitive)
• Call center data
• Site logs
Performance

• Competitive analysis
• Interviews
Basic
• Surveys (Cost of Entry)
• Focus groups
• Search logs • Lawsuits & regulations
• Usability testing • Buzz on Internet
• Customer forums
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 2. Analyze & Brainstorm

Š Analyze all available raw

data
Š Brainstorm a list of
features and
functionality
„ From major to minor, be
thorough!
Š Decide for next step,
user-driven or
professional evaluation? 13
 3. Plot & Diagram: User Driven

Š Part A: User Survey

„ “Functional form” vs. “Dysfunctional Form”
z “How would you feel if the product had feature X?”
z “How would you feel if the product didn’t have feature X?”

„ Kano Questionnaire Answers:

1. I like it.
2. I expect it.
3. I’m neutral.
4. I can tolerate it.
5. I dislike it.
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 3. Plot & Diagram: User Driven

Š Part A (cont.)
„ Best practices:
z Write questions using appropriate language
z Not too long

„ Distribute: perfect for Web!

„ Plot results in a matrix (next slide)
z Multiple statistical methods available
z Customer Satisfaction coefficient

Š Part B: Plot points on Kano Model

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Kano Questionnaire Matrix

Š E = Excitement Š Q = Questionable result

Š L = Linear Š I = Indifferent
Š B = Basic Š R = Reversed
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 3. Plot & Diagram: Professional
Evaluation

Š Part A: Professional Evaluation

„ Consider a formalized approach for evaluating
each feature
„ Plot results in a matrix (next slide)

Š Part B:
„ Plot points on Kano Model
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Professional Evaluation Kano
Matrix

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Professional Evaluation Kano
Matrix

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 4. Strategize with Client

Š Discuss findings with client

Š Agree on features to
include in product

Š Continue with project

lifecycle

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 A Quick Workshop

Š “Granola Books & Cafe”

„ Alternative books & local music, small-batch
gourmet roasted coffee, poetry readings,
performances
Š We are on the IA team of a larger project
team
„ Our focus: The shopping cart
„ Let’s start brainstorming…
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 Extending the Kano Model

Š Kano Model + Personas

„ Especially for widely divergent user populations
„ Add the dimension of Market Analysis
z Market Size
z Revenue Potential

„ Leverage data for targeting marketing messages

Š Kano Model + Use Cases

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 Next Steps…

Š Give it a try!
„ Experiment, put it through its paces
„ And let us know how it worked for you

ŠQ&A

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 Thank you!

For links and to download this presentation, please

visit my web site:
www.handaweb.com/anthony/portfolio/kano/

Anthony Hand,
President
FloSpace, Inc.
ahand@FloSpace.com
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