USER EXPERIENCE GRADING IN KANO CATEGORIESVincent ter Maat

UU - 3731340

What & Why?

Product development• Determine expected customer satisfaction• Focus development based on customers’ needs

Difficult but Kano helps.

How?• Categorize features into Kano-categories

Steps

Goal: Categorize features into Kano-categories

1. Define what you believe that the possible needs of your customers will be.

2. Construct a questionnaire

3. Evaluate the results (categorize features)

4. Prioritize features and plan the development

Step 1: Define possible needs• Brainstorm

Example: Coffeemachine• Fresh beans instead of pads• Pre-contained cups• Auto-stop coffee flow when cup is full• etc.

Step 2: Construct questionnaire• Consists of functional and dysfunctional questions

1. How would you feel if the coffee machine has an auto-stop feature?

2. How would you feel if the coffee machine hasn’t got an auto-stop feature?

Answers:

like it | must be | neutral | live with it | dislike

Step 3: Evaluate resultsFUNCTIONAL

QUESTION DYSFUNCTIONAL QUESTION

LIKE MUST-BE NEUTRAL LIVE WITH IT DISLIKE

LIKE QUESTIONABLE ATTRACTIVE ATTRACTIVE ATTRACTIVE ONE-DIMENSIONAL

MUST-BE REVERSE INDIFFERENT INDIFFERENT INDIFFERENT MUST-BE

NEUTRAL REVERSE INDIFFERENT INDIFFERENT INDIFFERENT MUST-BE

LIVE WITH IT REVERSE INDIFFERENT INDIFFERENT INDIFFERENT MUST-BE

DISLIKE REVERSE REVERSE REVERSE REVERSE QUESTIONABLE

PRODUCT FEATURES PERCENTAGE OF REPLIES

A O M I R Q TOTAL KANO CATEGORY

(1) COFFEE BEANS 40.0 12.0 11.0 13.0 10.0 14.0 100 ATTRACTIVE

(3) CUPS 12.0 9.0 3.0 20.0 30.0 26.0 100 REVERSE

(4) AUTO STOP 10.0 23.0 40.0 9.0 8.0 10.0 100 MUST-BE

(5) HEATER 15.0 12.0 18.0 6.0 2.0 47.0 100 QUESTIONABLE

Step 4: Prioritize features and plan• Satisfaction:

• Dissatisfaction:

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PRODUCT FEATURES PERCENTAGE OF REPLIES

A O M I TOTAL KANO CATEGORY SATISF. DISSATISF.

(1) COFFEE BEANS 40.0 12.0 11.0 13.0 100 ATTRACTIVE 0.68 -0.30

(3) CUPS 12.0 9.0 3.0 20.0 100 REVERSE 0.44 -0.27

(4) AUTO STOP 10.0 23.0 40.0 9.0 100 MUST-BE 0.40 -0.77

(5) HEATER 15.0 12.0 18.0 6.0 100 QUESTIONABLE 0.40 -0.59

PDD

Literature• 1984 Introduction (Kano)• 1993 Improved the model (Berger)• 2006 Imperfections and implications and introduction of

self-report approach. (MacDonald)• 2008 literature review of 33 papers. (Lofgren)

Questions