By :Prasad S. Mahajan (143655)

M-Tech Ist YearNIT Warangal

What is Kano model Feature classification Two Complications How does the Kano model work? Example: Mobile phone Summery

Contents:

Noriaki Kano developed a model to illustrate how customers perceive quality

Classifies product attributes or features based on how they are perceived by customers and their effect on customer satisfaction

Useful for guiding design decisions in that they indicate when good is good enough, and when more is better.

Kano model

Gives a graph of level of achievement compared to the level of customer satisfaction

Product features are divided into three distinct categories◦Must Be◦Attractive◦One Dimensional◦Indifferent◦Reverse

Kano model

Are unspoken Taken for granted by

customers Its absence is also not

tolerable The customer will remain

neutral towards the product even with improved execution of these aspects

Must be/Basic Feature

One dimensional attribute Directly proportional to customer

satisfaction Increased functionality will result

in increased customer satisfaction Product price is often related to

these attributes

Performance feature

Exciter or delighter attributes Great satisfaction Customers willing to pay a price

premium Satisfaction not affected by lack

of these feature Differentiates the product from

competition

Attractive feature

Customer simply doesn’t care about

Features that the manufacturer founds value in, but not the customer

No satisfaction, No dissatisfaction

Indifferent feature

Opposite of the One Dimensional category Cause dissatisfaction if present Varies with region, age, sex, etc.

Reverse Feature

Select a representative panel of users (20…30)

Pass them a questionnaire Analyze the responses and make the right

decisions

HOW DOES THE KANO MODEL WORK ?

Functional question : “How would you feel if the product had feature X ?”◦ I like it◦ I expect it◦ I’m neutral◦ I live with it◦ I dislike it

Dysfunctional question : “How would you feel if the product didn’t have feature X ?”◦ I like it◦ I expect it◦ I’m neutral◦ I live with it◦ I dislike it

HOW DOES THE KANO MODEL WORK ?

HOW DOES THE KANO MODEL WORK ?

The Two Complications

Impact of time

Inconsistent Customer

Expectations

Must Be: call feature, display, message, dial pad, speaker phone etc.

One Dimensional: camera, battery mAH, 3g 4g capability, screen size, music etc.

Attractive: water proof, drop resistant screen, metallic or gold finish body, high performance camera and display etc

Indifferent: internal structure, nuts Reverse: thick back cover, stylus

Example: Mobile Phone

The Kano Model is one of the more useful tools in the quality professional’s toolkit.

It provides a whole new way to consider what is important in an organization and how the organization can add value.

If adding value is important, then the Kano model will quickly become new best friend for company.

Summary

Engineering design, Gearge e. Dieter, Linda Schmidt

Applying the Kano Model to User Experience Design, Anthony Hand UPA Boston Mini-Conference May 2004

Ullman, David G., The Mechanical Design Process, McGraw-Hill, Inc., U.S.A., 1997 pp. 105-108 ISBN 0-07-065756-4

THE KANO MODEL: HOW TO DELIGHT YOUR CUSTOMERS, Elmar Sauerwein , Franz Bailom, Kurt Matzler, Hans H. Hinterhuber* Department of Management, University of Innsbruck

Kano model, From Wikipedia

The KANO model… so good for User Experience, About the Kano Model, www.kanomodel.com

Understanding Value using Dr. Kano’s Model : Converge Consulting Group Inc. Articles and News

www.converge-group.net

Referances :

Thank you