Proritising Desirability

Transcript

1. Prioritising Desirability The Kano model of customer satisfaction
2. “If you have a choice of two things and can’t decide, take both”
 Gregory Corso
3. “Improving each attribute of a companies product or service will not necessarily lead to greater customer satisfaction” Noriaki Kano
4. Threshold Features (must have) • Basics required for the product to compete • Improving performance or volume will have little impact on customer satisfaction
5. Linear Features (the more the better) • Features where customer satisfaction directly correlates with performance / quantity • Often related to product value
6. Exciters & Delighters • Provide great satisfaction • Often adding a value premium • Lack of these feature will not decrease customer satisfaction below neutral • Often known as “unknown needs” because users don’t know they need them until they see them
7. Source: Noriaki Kano 1984
8. Source: Noriaki Kano 1984
9. Assessing themes on the Kano Model Don’t guess! Ask your users by employing Kano’s functional / dysfunctional forms*. 
 
 Q. If you can add a profile photo how do you feel?
 Q. If you cannot add a profile photo how do you feel? 1. I expect it to be that way 2. I like it that way 3. I am Neutral 4. I can live with it that way 5. I dislike it that way ! * you may only need to ask 20 / 30 users to accurately prioritise requirements (Griffin & Hauser “voice of the user”1993)
10. Talking to users If you can add a profile photo how do you feel? I expect it to be that way I like it that way x I am Neutral I can live with it that way I dislike it that way If you cannot add a profile photo how do you feel? I expect it to be that way I like it that way I am Neutral I can live with it that way I dislike it that way X Functional form of question Dysfunctional form of question
11. Categorising responses Dysfunctional Question !Functional Questions Like Expect Neutral Live with Dislike Like Q E E E L Expect R I I I M Neutral R I I I M Live with R I I I M Dislike R R R R Q M Must Have L Linear E Exciter R Reverse Q Questionable I Indifferent
12. Mapping results Theme E L M I R Q Category Feature 1 18 43 22 12 1 1 Linear Feature 2 8 30 41 4 1 1 Must Have Feature 3 39 14 36 8 1 0 Exciter
 Must Have
13. Relative Weighting (an alternative) Benefit Penalty Value Value % Estimate Cost % Priority Feature 1 8 6 14 42 32 53 0.79 Feature 2 9 2 11 33 21 34 0.97 Feature 3 3 5 8 25 8 13 1.92 Total 20 13 33 100 61 100 Karl Wiegers (1999) Understanding the cost vs value ratio of a feature
14. Discussion Questions • What are the benefits of Kano analysis and relative weighting in relation to some of our current projects? • What exciters are going into some of our current projects • Can you think of projects where there is a mix of exciters, linear features and must have features, and what are they?