Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
Mapping Competitive Advantage with The Kano Model
Search
tomprior
May 18, 2017
Design
0
270
Mapping Competitive Advantage with The Kano Model
tomprior
May 18, 2017
Tweet
Share
More Decks by tomprior
See All by tomprior
Tools for business confident designers
tomprior
0
260
The designer with business confidence
tomprior
1
370
The collaborative creator: Climate, mindset, and mastery.
tomprior
1
300
Design Sprints: The methods, outcomes and pitfalls.
tomprior
1
130
The Project Pre-Mortem: Harnessing prospective hindsight for healthier projects.
tomprior
0
740
An Adaptive Approach
tomprior
0
140
From Responsive to Reactive: Harnessing Context on the Web
tomprior
4
510
Driven by experience (and cupholders)
tomprior
1
330
Other Decks in Design
See All in Design
Storyboard Honey
rocioparronrubio
0
290
How to get a Tiger to Tulsa
mcduckyart
0
110
minpaku-community-scrum-patterns
norinity1103
1
170
読書シェア会 vol.5 / Yumemi.grow 20250526
rakus_dev
0
1.7k
ビジネス成果を最大限に発揮するPORTFOLIO
ataxi1003
0
210
タイミーでフィールドワークしたら、サービスデザインが始まった
kenichiota0711
1
2.5k
FigmaのFigmaファイルから学ぶTips & Tricks
hilokifigma
0
580
オルタナUX | AIで高速化するのもいいけど品質も大事なんじゃない?というお話
iflection
6
1.7k
sachi_y_portfolio
sachi337
0
410
Bulletproof Design System with TypeScript
takanorip
6
3.7k
【最新】マズロー安達の弟子実績(1期-4期の26人分)
maslow_akkun
0
730
組織で取り組むアクセシビリティのはじめ方
masakiohsumi
0
160
Featured
See All Featured
Code Review Best Practice
trishagee
69
19k
Easily Structure & Communicate Ideas using Wireframe
afnizarnur
194
16k
The Psychology of Web Performance [Beyond Tellerrand 2023]
tammyeverts
48
2.9k
YesSQL, Process and Tooling at Scale
rocio
173
14k
Done Done
chrislema
184
16k
Imperfection Machines: The Place of Print at Facebook
scottboms
267
13k
jQuery: Nuts, Bolts and Bling
dougneiner
63
7.8k
A designer walks into a library…
pauljervisheath
207
24k
The Invisible Side of Design
smashingmag
301
51k
The MySQL Ecosystem @ GitHub 2015
samlambert
251
13k
The Language of Interfaces
destraynor
158
25k
Rails Girls Zürich Keynote
gr2m
95
14k
Transcript
Mapping Competitive Advantage with The Kano Model Natasha Popoola &
Tom Prior
Experience Rot
(Over) investing in the wrong areas
Out of control Backlog
The Kano Model
None
Customer Satisfaction
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Basic Expectations
✓ Essential to be competitive. ✓ Customers will be frustrated if they are absent. ✓ Low satisfaction returns for extra investment.
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Satisfiers ✓
Tangible satisfaction returns on customer’s investment. ✓ Execute well to satisfy. ✓ Core, advertisable features of your offering.
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Neutrals ✓
Often over invested, under-validated. ✓ Customers are indifferent to their inclusion/exclusion. ✓ Key area of product bloat. ✓ Learn to say no!
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Delighters ✓
Differentiate you from competition. ✓ A pleasant surprise. ✓ Customers won’t know they need them. ✓ High satisfaction for low investment.
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Decay ✓
Delighters become Basic Expectations over time. ✓ An ongoing process of product discovery. ✓ Satisfaction at the heart of product development
Workshops Research Competitor Analysis Questionnaires Methods
• Experience rot • Unfocused investment • Messy backlog •
Basic expectations • Neutrals • Satisfiers • Delighters
Thank you Natasha Popoola & Tom Prior