Using Kano Analysis to prioritise Business Requirements Noriaki Kano, recipient of the Deming Prize, developed a model to work out what stakeholder requirements are mandatory, which ones are value for money proposition (i.e. more is better,) and which requirements will delight them. This talk introduces the Kano model in the business/software requirements context, and presents a step by step application of the model so that you can delight your stakeholders.

1. Kano Analysis A talk on requirements prioritisation To ACS requirements SIG 25 th June 2009 By Craig Brown

7. SOME PROBLEMS WITH REQUIREMENTS ELICITATION

9. REQUIREMENTS MANAGEMENT IN AN ITERATIVE AGE

11. ALTERNATIVE MODELS

13. PLUGGING KANO INTO BABOK 2

19. Achievement Recognition Work itself Responsibility Advancement Growth Company policy and administration Supervision Relationship with supervisor Work Conditions Salary Relationship with peers Personal life Relationship with subordinates Status Security Factors characterising 1,844 events on the job that led to extreme dissatisfaction Factors characterising 1,753 events on the job that led to extreme satisfaction 50% 40% 30% 20% 10% 10% 20% 30% 40% 50%

20. http://www.provenmodels.com/21/motivation-hygiene-theory/herzberg-mausner-snyderman

21. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters Indifferent

23. Secondary Key Plus Basic Llosa (1997 [8] , 1999 [9] ) Low impact One-dimensional Attractive Basic Brandt and Scharioth (1998) [7] Low Key Value-added Flat Venkitaraman and Jaworski (1993) [6] Unimportant as determinant Hybrid Value enhancing Minimum requirement Brandt (1988) [5] Neutral Critical Satisfier Dissatisfier Cadotte and Turgeon (1988) [4] Indifferent One-dimensional Attractive Must-be Kano (1984) [3] Motivator Hygiene Herzberg et al. (1959) [2] Driver type 4 Driver type 3 Driver type 2 Driver type 1 Author(s)

24. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters Indifferent

25. Satisfied Dissatisfied

26. Satisfied Dissatisfied Fully implemented Not implemented

27. Delighted Disgusted Fully implemented Not implemented What customers articulate when talking about requirements

28. Delighted Disgusted Fully implemented Not implemented What you put in the product

29. Delighted Dissatisfied Fully implemented Not implemented Fully implemented Satisfied Performance needs

30. Satisfied Disgusted Fully implemented Not implemented Not implemented Dissatisfied Performance needs

31. Satisfied Dissatisfied Fully implemented Not implemented 1 hour battery Performance needs

32. Satisfied Dissatisfied Fully implemented Not implemented 1 hour battery 24 hour battery Performance needs

33. Satisfied Dissatisfied Fully implemented Not implemented Performance needs 1 hour battery 24 hour battery 72 hour battery

34. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs

35. Satisfied Dissatisfied Fully implemented Not implemented Performance needs These features don’t Satisfy customers Basic needs

36. Satisfied Dissatisfied Fully implemented Not implemented Performance needs These features don’t Satisfy customers But if they are not present the customer will be dissatisfied Basic needs

37. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs No internet service

38. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs No internet service Limited speed internet

39. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs No internet service Limited speed internet Full broad- band

40. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters

41. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Not having these features doesn’t disappoint customers Delighters

42. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Not having these features doesn’t disappoint customers But any reasonable implementation delights them Delighters

43. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters Touch screen Drag and snap

44. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters

46. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters Over time delightful innovation becomes another basic need

47. 2001 2009 Satisfied Dissatisfied Fully implemented Not implemented Basic needs Broad band internet Broad band internet

49. ?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic

50. ?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic

51. Delighted and Excited!

52. ?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic

53. Indifferent

54. ?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic

55. Questionable (logically inconsistent)

56. ?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic

57. Mandatory/Basic

58. ?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic

60. If I had this… Dissatisfied If I didn’t have this… Satisfied Dissatisfied Neutral Don’t care Satisfied Dissatisfied Neutral Don’t care ? R R R             Dissatisfied R R R R $ ! ! ! ?

61. Example requirements

66. If I had this… Don’t care If I didn’t have this… Satisfied Dissatisfied Neutral Don’t care Satisfied Dissatisfied Neutral Don’t care ? R R R             Don’t care R R R R $ ! ! ! ?

67. ?   R ! Questionable Delighted Indifferent Reverse Mandatory/Basic

72. Context

73. Caution

74. Satisfied Dissatisfied Fully implemented Not implemented Performance needs Basic needs Delighters

75. The business analyst as product manager Stakeholders don’t always see the big picture You have the integrated view Use your judgement