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Kano Analysis A talk on requirements prioritisation To ACS requirements SIG 25 th  June 2009 By Craig Brown
Whois: Craig Brown ,[object Object],[object Object],[object Object],[object Object],Sponsor:  Ingena Group Limited Web:  www.ingena.com.au
[object Object],[object Object],Noriaki Kano
[object Object],The business analyst  as  product manager
[object Object]
[object Object]
SOME PROBLEMS WITH REQUIREMENTS ELICITATION
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
REQUIREMENTS MANAGEMENT IN AN ITERATIVE AGE
[object Object],[object Object],[object Object],[object Object]
ALTERNATIVE MODELS
[object Object],[object Object],[object Object],[object Object]
PLUGGING KANO  INTO BABOK 2
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],motivation factors Help motivate workers directly eg. achievement, recognition, work, responsibility hygiene factors   cause dissatisfaction if absent but do not motivate,  eg. Money, working conditions,
Achievement Recognition Work itself Responsibility Advancement Growth Company policy and administration Supervision Relationship with supervisor Work Conditions Salary Relationship with peers Personal life Relationship with subordinates Status Security Factors characterising 1,844 events on the job that led to  extreme dissatisfaction Factors characterising 1,753 events on the job that led to  extreme satisfaction 50% 40% 30% 20% 10% 10% 20% 30% 40% 50%
http://www.provenmodels.com/21/motivation-hygiene-theory/herzberg-mausner-snyderman
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters Indifferent
Kano Requirement types ,[object Object],[object Object],[object Object],[object Object],[object Object],Performance Indifferent ,[object Object],[object Object]
Secondary Key Plus Basic Llosa (1997 [8] , 1999 [9] ) Low impact One-dimensional Attractive Basic Brandt and Scharioth (1998) [7] Low Key Value-added Flat Venkitaraman and Jaworski (1993) [6] Unimportant as determinant Hybrid Value enhancing Minimum requirement Brandt (1988) [5] Neutral Critical Satisfier Dissatisfier Cadotte and Turgeon (1988) [4] Indifferent One-dimensional Attractive Must-be Kano (1984) [3] Motivator Hygiene Herzberg et al. (1959) [2] Driver type 4 Driver type 3 Driver type 2 Driver type 1 Author(s)
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters Indifferent
Satisfied Dissatisfied
Satisfied Dissatisfied Fully implemented Not implemented
Delighted Disgusted Fully implemented Not implemented What customers articulate when talking about requirements
Delighted Disgusted Fully implemented Not implemented What you put in the product
Delighted Dissatisfied Fully implemented Not implemented Fully implemented Satisfied Performance needs
Satisfied Disgusted Fully implemented Not implemented Not implemented Dissatisfied Performance needs
Satisfied Dissatisfied Fully implemented Not implemented 1 hour battery Performance needs
Satisfied Dissatisfied Fully implemented Not implemented 1 hour battery 24 hour battery Performance needs
Satisfied Dissatisfied Fully implemented Not implemented Performance needs 1 hour battery 24 hour battery 72 hour battery
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs
Satisfied Dissatisfied Fully implemented Not implemented Performance needs These features don’t Satisfy customers Basic needs
Satisfied Dissatisfied Fully implemented Not implemented Performance needs These features don’t Satisfy customers But if they are not present the customer will be dissatisfied Basic needs
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs No internet service
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs No internet service Limited speed internet
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs No internet service Limited speed internet Full broad- band
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Not having these features doesn’t disappoint customers Delighters
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Not having these features doesn’t disappoint customers But any reasonable implementation delights them Delighters
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters Touch screen Drag and snap
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters
[object Object],[object Object],[object Object],[object Object],- Concept from  Scott Sehlhorst
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters Over time delightful innovation becomes another basic need
2001 2009 Satisfied Dissatisfied Fully implemented Not implemented Basic needs Broad band internet Broad band internet
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic
?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic
Delighted and Excited!
?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic
Indifferent
?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic
Questionable (logically inconsistent)
?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic
Mandatory/Basic
?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic
[object Object]
If I had this… Dissatisfied If I didn’t have this… Satisfied Dissatisfied Neutral Don’t care Satisfied Dissatisfied Neutral Don’t care ? R R R             Dissatisfied R R R R $ ! ! ! ?
Example requirements
A) Satisfied - B) It must be that way - C) Neutral - D) Can live with it - E) Dissatisfied ,[object Object],[object Object],A A A A A A A A A A A A A A B B B B B B B C C C C C C C D D D D D D D E E E E E E E B B B B B B B C C C C C C C D D D D D D D E E E E E E E Single sign on Ability to model sales & get quotes prior to committing  View current order status online Get email as status changes Ability to view jobs in progress Ability to view historical jobs Ability for manager to take and re-allocate jobs
A) Satisfied - B) It must be that way - C) Neutral - D) Can live with it - E) Dissatisfied ,[object Object],[object Object],A A A A A A A A A A A A A A B B B B B B B C C C C C C C D D D D D D D E E E E E E E B B B B B B B C C C C C C C D D D D D D D E E E E E E E Single sign on Ability to model sales & get quotes prior to committing  View current order status online Get email as status changes Ability to view jobs in progress Ability to view historical jobs Ability for manager to take and re-allocate jobs How do you avoid this?
A) Satisfied - B) It must be that way - C) Neutral - D) Can live with it - E) Dissatisfied ,[object Object],[object Object],A A A A A A A A A A A A A A B B B B B B B C C C C C C C D D D D D D D E E E E E E E B B B B B B B C C C C C C C D D D D D D D E E E E E E E Single sign on Ability to model sales & get quotes prior to committing  View current order status online Get email as status changes Ability to view jobs in progress Ability to view historical jobs Ability for manager to take and re-allocate jobs Apply constraints (e.g. costs, time, story points, etc)
A) Satisfied - B) It must be that way - C) Neutral - D) Can live with it - E) Dissatisfied ,[object Object],[object Object],A A Single sign on A A A A A A A A A A A A Ability to model sales & get quotes prior to committing  View current order status online Get email as status changes Ability to view jobs in progress Ability to view historical jobs Ability for manager to take and re-allocate jobs B B B B B B B C C C C C C C D D D D D D D E E E E E E E B B B B B B B C C C C C C C D D D D D D D E E E E E E E
If I had this… Don’t care If I didn’t have this… Satisfied Dissatisfied Neutral Don’t care Satisfied Dissatisfied Neutral Don’t care ? R R R             Don’t care R R R R $ ! ! ! ?
?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic
[object Object]
[object Object],[object Object],Perceived performance Expected performance
[object Object],[object Object],[object Object],http://it.toolbox.com/blogs/narikannan/kano-analysis-in-it-1023
Planning releases ,[object Object],[object Object],[object Object],[object Object],Performance Indifferent ,[object Object],[object Object]
Context
Caution
Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters
The business analyst  as  product manager Stakeholders don’t always see the big picture You have the  integrated  view Use your judgement
Questions? ,[object Object]
References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More information can be found ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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