Kano Analysis Basics€¦ · The Kano Survey Functional and Dysfunctional Forms © Agilarc LLC 7...

Kano Analysis Basics

Categorize the BacklogPrioritizing with Kano Analysis

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1. Mandatory / Basic: Must be present in order for users to be satisfied

2. Linear / Performance: The more of these, the better

3. Exciters / Delighters: Features a user doesn’t know they want until they see it

Use the Power of ConsensusKano - Surveying Users

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• To assess whether a feature is baseline, linear, or exciting we can:• Sometimes guess• Or survey a small set of users (20 – 30)

• We ask two questions• A functional question

• How do you feel if a feature is present?

• And a dysfunctional question• How do you feel if a feature is

absent?

Ask in a Nuanced WayKano - Surveying Users

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• Instead of asking a binary yes or no, the functional/dysfunctional pair yields nuance

• We can find things that the user may not expect, but are still appealing

• Why guess what your users want? Use a systematic approach to use the power of the consensus

Understand the Effort Curve

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The Bottom Line

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“A smart team aims to realize the MOST customer satisfaction with the LEAST amount of effort…In order to do that, we have to find out what our users expect, don’t want, and what they like but don’t expect…”

The Kano SurveyFunctional and Dysfunctional Forms

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Functional form of a question

Dysfunctional form of a question

If your car has a steering wheel, how does that make you feel?

If your car does not have steering wheel, how does that make you feel?

I like it that wayI expect it to be that way

I can live with it that wayI dislike it that way

I am neutral



I am neutral

X

X

The Kano SurveyAnswer Pair Key

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Fun

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Like

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Neu

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Live

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Dis

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Dysfunctional Question

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Live With

Neutral

Expect

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Q

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M Mandatory

L Linear

E Exciter

Q Questionable

R Reverse

I Indifferent


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If your laptop gets 5 hours of battery life, how do you feel?

If your laptop gets less than 5 hours of battery life, how do you feel?



I am neutral



I am neutral

X

X


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Fun

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M Mandatory

L Linear

E Exciter

Q Questionable

R Reverse

I Indifferent


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If the waiting room atthe service departmentincludes an iPad, how does that make you feel?

If the waiting room at the service department does not include an iPad, how does that make you feel?



I am neutral



I am neutral

X

X


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If your car has automatic parallel park assist, how does that make you feel

If your car does not have automatic parallel park assist, how does that make you feel?



I am neutral



I am neutral

X

X


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Fun

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M Mandatory

L Linear

E Exciter

Q Questionable

R Reverse

I Indifferent


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If you are automatically logged out after 15 minutes of activity, how do you feel?

If you are not automatically logged out after 15 minutes of activity, how do you feel?



I am neutral



I am neutral

X

X


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Fun

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M Mandatory

L Linear

E Exciter

Q Questionable

R Reverse

I Indifferent


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If you are forced to log in each time you go to our Sales portal, how do you feel?

If you are not forced to log in each time you go to our Sales portal, how do you feel?



I am neutral



I am neutral

X

X


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Fun

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M Mandatory

L Linear

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Q Questionable

R Reverse

I Indifferent


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If your word processor has the ability to integrate with your FaceBook account, how do you feel?

If your word processor does not have the ability to integrate with your FaceBook account, how do you feel?



I am neutral



I am neutral

X

X

The BacklogPrioritizing with Kano Analysis – Answer Pair Key

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Fun

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M Mandatory

L Linear

E Exciter

Q Questionable

R Reverse

I Indifferent

The Kano SurveyAggregation & Decision Making

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Exci

ter

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Man

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ory

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Improve Reporting Performance

Make our site more SEO friendly

Automate Report Execution

Make our site more handicap accessible

Give users more activity analytics

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Theme

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The Next Iteration’s BacklogSo what do we include?

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• All of the baseline features• By definition, these must be

present

• Some amount of linearfeatures

• But leaving room for at least a few exciters

Kano Analysis Summary

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• We don’t have to guess at what our customers want – we can use a systematic approach to find out – the power of the consensus

• Asking a binary “yes” or “no” will leave nuance on the table…we can be more effective in understanding what our customers want by using functional / dysfunctional pairs and aggregating results

• We need to group our work items into categories to know what to do next and what to focus on in the future…and what NOT to. we want bang for our buck in terms of effort vs. happiness yield

• If we only do the mandatory things, will we ever have truly delighted customers?

Kano Analysis Basics€¦ · The Kano Survey Functional and Dysfunctional Forms © Agilarc LLC 7...

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