Kano model and the practical application of it. This time we will go deeper than the surface and explore some secrets that can increase the effectiveness of Kano approach.

1. 9 Secrets of
Kano Model
Hienadź “Gena” Drahun

2. Gena Drahun
[ˈɡə-na dra-ˈgün]

3. • Interaction Designer, Information Architect
• MSc System Analysis, HCI, BA Economics
• Practicing UX since 2002
• Practicing Lean UX since 2007

4. More than 100 design projects…

5. Big Successes
“World of Tanks”, Wargaming.net
• 100 000 000+ registered players worldwide;
• $1 000 000 000+ total lifetime revenue;
• #5 top online game worldwide in 2013, 2014
YTD, revenue based;
AllSecur, Allianz
• 19th web-site of the Netherlands in WUA! Top
100 2012, (+ 24 positions after redesign);
• #1 Dutch insurance web-site in categories User-friendliness,
First Impression and Quality in WUA!
Top 100 2013, 2014;

6. Visual Definitions of
User Experience
http://www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience

7. 1/3 of career worked on products that
were never released…
Mostly large-scale, year and longer…

8. Sample Product scope:
•80 Features;
•700 User Stories
How will it work?

9. OS X Human Interface Guidelines

10. Only 33% chance that a feature
will increase Product Value

11. The same customer value
cab be created by spending
30-60% less work and time.

12. Original scope:
•80 Features;
•700 User Stories
“Optimized” scope:
•25 - 55 Features
•230 - 500 User Stories

13. -How to achieve this?

14. “Agile doesn’t have a brain”
Jeff Gothelf
http://www.jeffgothelf.com/blog/agile-doesnt-have-a-brain/#sthash.riyIEay3.dpbs

15. Add More Brains:
Feature Prioritization!

16. 1. Kano Model:
Simple way to prioritize
product features

17. The Kano model of customer
satisfaction was developed by
Japanese academic and consultant
Noriaki Kano.

18. It separates the features of a product
or a service into 3 categories:
•Must-haves.
•Linear features.
•Delighters.

19. Question: You only show 3 Kano
classifications, I have heard there are
actually 5?
Yes, there are five but the other 2
represent rare situations.
The biggest oversimplification
of Kano model. Just loosing the
half of it’s power.

20. 2. How to do Kano?

21. Ask users only 2 questions
about feature:
1.Positive question
2.Negative question

22. Positive question:
”If your <Product> could
<Feature>, how do you
feel?”
”If the edges of your skis grip well on hard
snow, how do you feel?”

23. Negative question:
”If your <Product> could
not <Feature>, how do you
feel?”
”If the edges of your skis do not grip well on
hard snow, how do you feel?”

24. 5 possible answers
• I like it that way
• I expect it to be that way
• I am neutral
• I can live with it that way
• I dislike it that way

25. Define Feature Type

26. 3.Customer Satisfaction
Scale

27. Customer
Satisfaction
Delighted
Satisfied
Neutral
Disappointed
Frustrated

28. Customer
Satisfaction
Delighted
Satisfied
Neutral
Disappointed
Frustrated
Zone of Acceptance
Zone of Tolerance
Dissatisfied

29. Customer Satisfaction
Delighted
Satisfied
Neutral
Disappointed
Dissatisfied
Frustrated
UX
2000s
Usability,
1980s,1990s
Jared Spool

30. 4. Kano Feature Types

31. 5 feature types
• One dimensional (Linear)
• Must-be
• Attractive (Delighters)
• Undesired (Negative)
• Unimportant (Neutral)

32. Customer
Satisfaction
Delighted
Satisfied
Neutral
Disappointed
Dissatisfied
Frustrated
Zone of Acceptance
Zone of Tolerance
None Basic Best Possible
Investment / Perfection

33. Customer
Satisfaction
Delighted
Satisfied
Neutral
Disappointed
Dissatisfied
Frustrated
One dimensional
The more is the better.
Spoken. Measurable.
None Basic Best Possible
Investment / Perfection

34. Customer
Satisfaction
Delighted
Satisfied
Neutral
Dissatisfied
Frustrated
Must-be
Dissatisfying if not included.
Perfection does not bring delight.
Taken for granted, expected.
Unspoken if fulfilled, Spoken if
unmet.
None Basic Best Possible
Investment / Perfection

35. Customer
Satisfaction
Delighted
Satisfied
Neutral
Disappointed
Dissatisfied
Frustrated
None Basic Best Possible
Investment / Perfection
Attractive
Positive attitude
with minimal
investment.
Unexpected.
Unspoken.

36. Customer
Satisfaction
Delighted
Satisfied
Neutral
Dissatisfied
Frustrated
Undesired
The more you invest, the
lower the satisfaction.
None Basic Best Possible
Investment / Perfection

37. Customer
Satisfaction
Delighted
Satisfied
Neutral
Dissatisfied
Frustrated
Bigger investment does not
significantly change the level
of satisfaction.
None Basic Best Possible
Investment / Perfection
Unimportant

38. 5. The Single Takeaway

39. Big Successful Product

40. Time passes...

41. Waste growth makes your product rot and
move slower and slower...
http://www.sivatherium.narod.ru/library/Tarasov/glava_10.htm

42. Until...

43. Another look on Kano Matrix

44. Feature Type s Distribution

45. 28%
72%
Attractive, Must-be,
One Dimensional
Undesired, Unimportant
or Questionable

46. The single most important takeaway from
Kano model:
“Undesired and
Unimportant features
create no customer value
but waste. Eliminate
them.”

47. Undesired and unimportant features:
• Increase complexity without creating
value;
•Increase development and maintenance
costs;
•Make the product more difficult to use and
learn;
•Distract user’s attention from the core
functionality.

48. 6. Prioritization of
Feature Types

49. You have determined Kano types
of all your features.
Which should you implement
first?

50. Prioritization Rule
M > O > A > U
Must-Be > One dimensional > Attractive > Unimportant

51. M > O > A > U
MVP Product 1.0
MUP
(Minimum Usable Product)
MDP
(Minimum Delightful Product)

52. Need more precision?

53. Ask importance question
”How important it is or
would it be if: <Product>
has (adjective) <Feature>?”
How important it is or would it be if:
The car has a small turning radius?

54. Use scale of 5 answers
•Not important at all
• Of little importance
• Moderately important
• Important
• Very important

55. 7. Kano Types Change
with Time

56. Two forces:
Customer Satisfaction
deteriorates with time
Level of “Best Possible”
performance grows with time
(Customer expectations
increase.)

57. Customer Satisfaction
Delighted
Satisfied
Neutral
Disappointed
Dissatisfied
Frustrated
Attractive
One
dimensional
Must-be

58. My Hypothesys...
One dimensional
Attractive
Must-be
Undesired
Unimportant

59. Customer Satisfaction
Delighted
Satisfied
Neutral
Disappointed
Dissatisfied
Frustrated
Attractive
One
dimensional
Must-be
Unimportant
Undesired

60. S-Curve Feature Lifecycle
Growth
Maturity
Infancy
Decline

61. Feature Lifecycle
    
Investment/ Time / Perfection
Δ Customer Satisfaction
Unimportant Attractive One Must-be Unimportant Undesired
dimensional

62. 8. Kano Types can differ
per user

63. First Adopters: perceive a need for the
software. Most likely to purchase in the near
future.
Late Adopters: while interested, will delay
purchasing until the concept is more
mainstream.
Non Adopters: not interested in the core
feature and will not use in the foreseeable
future.
http://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results

64. Features that Late Adopters see as “Attractive”
might be perceived as “Must have” or “One
dimensional” by Fast Adapters.
Jan Moorman
http://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results

65. Feature Lifecycle
    
Investment/ Time / Perfection
Δ Customer Satisfaction
Unimportant Attractive One Must-be Unimportant Undesired
dimensional
First
Adopters
Late
Adopters
Non
Adopters

66. 9. Levels of Delight
(Bonus to Kano!)

67. Customer
Satisfaction
Satisfied
Neutral
Disappointed
Dissatisfied
Frustrated
Attractive
Meaning
Flow
None Basic Best Possible
Investment / Perfection
Pleasure
Dana Chisnell
http://www.slideshare.net/danachisnell/deconstructing-delight

68. Surface
Can fade with time
Body
Flow Behavioral
Core
Visceral
Reflective
Pleasure
Meaning
Acquisition
Usage
Retention
Can last longest
http://www.slideshare.net/tollady/can-you-wireframe-delightful
Stays longer
Ben Tollady & Ben Rowe

69. Customer
Satisfaction
Satisfied
Neutral
Disappointed
Dissatisfied
Frustrated
Attractive
Meaning
Flow
None Basic Best Possible
Investment / Perfection
Pleasure
Positive attitude
with minimal
investment.
Unspoken
Unexpected
!!!

70. Surface
Pleasant Surprise, WOW-moment
Body
“Exactly as I want”, feeling of control, Kick-ass
experience
Core
Being over expectations

71. Surface Level Delight (Emotional
Design):
• Visual Beauty;
• Microcopy;
• Animations;
• Transitions & Interactions;
• Sound

72. Body Level Delight I
• Purpose, focus & prioritization
• Feel of mastery & control

73. Body Level Delight II
• Clear goal & benefit to the user;
• Matches users’ mental model;
• Focusing on the main function;
• Clear affordances & feedback;
• Minimized clutter

74. Core Level Delight
• Creates feeling of Pride & Passion,
Belonging & Generosity;
• Genuine, from mission & culture to
fulfillment;
• Complete experience, not just some
touch points;
• Purposeful on all channels

75. Discover secrets yourself
Kano Model
1. Jan Moorman: http://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
2. Jan Moorman: http://vimeo.com/62646585
3. Jared Spool: http://www.youtube.com/watch?v=ewpz2gR_oJQ&sns=tw
4. Lawrence (Laurie) Phillips: http://www.slideshare.net/LawrencePhillips/kano-model-rev-
1
Delight
1. Dana Chisnell: Deconstructing Delight: Pleasure, Flow, and Meaning:
http://vimeo.com/38140672
2. Ben Tollady & Ben Rowe: http://www.slideshare.net/tollady/can-you-wireframe-delightful
This presentation uses icons from www.thenounproject.com
created by Megan Sheehan.

76. Post-mortem

77. Sample Product scope:
•80 Features;
•700 User Stories
• Project stopped after 1,5yrs ;
• MVP scope was never reached ;
• Teams don’t exist anymore

78. Thank you!
Hienadź Drahun
@HDrahun
hienadzdrahun
http://www.slideshare.net/Hienadz.Drahun