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A Hand Kano Model Boston UPA May 12 2004
A Hand Kano Model Boston UPA May 12 2004
Experience Design
Anthony Hand
UPA Boston Mini-Conference
May 2004
Outline
Background
What is the Kano Model?
The Kano Model & User Experience
Workshop
Next steps?
Q&A
2
From Diversity…
Our Toolbox
Big enough? No!
Lots to learn from other disciplines
z Kano Model from Business
3
My Intro to the Kano Model
An eCare Project
A brief recounting of that project…
Konica
New SLR: “Radically differentiate”?
Sales & marketing groups stumped
6
The Kano Model
Customer Satisfaction
Performance
7
The Kano Model
Customer Satisfaction Excitement
(Differentiation)
Linear
(Competitive)
Performance
Basic
(Cost of Entry)
8
The Kano Model
Customer Satisfaction Excitement
(Differentiation)
Time
Linear
(Competitive)
Performance
Basic
(Cost of Entry)
9
So Now What?
A Framework
10
Kano Experience Framework
11
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
12
2. Analyze & Brainstorm
Part A (cont.)
Best practices:
z Write questions using appropriate language
z Not too long
Part B:
Plot points on Kano Model
17
Professional Evaluation Kano
Matrix
18
Professional Evaluation Kano
Matrix
19
4. Strategize with Client
Agree on features to
include in product
20
A Quick Workshop
Give it a try!
Experiment, put it through its paces
And let us know how it worked for you
Q&A
23
Thank you!
Anthony Hand,
President
FloSpace, Inc.
ahand@FloSpace.com
24