We describe how to combine the kano analysis and writing user personas in the context of managing requirements to build a coalition of stakeholders.

1. Yves Zieba
Strategy and Innovation expert
Managing Stakeholders

2. Contact details
Yves Zieba
GREENSPIRE ADVISORY
+41 79 561 1054
yves.zieba@greenspire.ch

3. Personas are a great way to manage your requirement gathering
Personas, used in combination with Kano analysis is a great way
to manage stakeholders requirements to:
maximise customer satisfaction
improve ergonomics in product design process
focus on the end user experience

4. Do’s and Dont’s – User Personas for great User Experience
DO
Discover personas as a byproduct of your requirements investigation process.
Write specific personas i.e, for a single person.
The "generic user" will bend and stretch to meet the moment, but your true goal should be
to develop software which bends and stretches. Your personas should "wiggle" under the
pressure of development.
Identify the persona's goals and in turn see what your system needs to do, and not do.
Have a finite number of personas, your goal is to narrow down the people that you are
designing the system for.
A primary persona is someone who must be satisfied but who cannot be satisfied by a user
interface that is designed for another persona.
DON’T
Sometimes you want to identify negative personas, people that you are not designing for.
Have more than three primary personas, it means that your scope is likely too large.
Have a finite number of personas, your goal is to narrow down the people that you are
designing the system for.

5. Kano Analysis
A way to position requirements on a 2 dimensional axis.
An excellent prioritisation process
for product feature development,
or service value proposition,
Where customer satisfaction is weighted heavily
Where needs are categorised into 4 possible groups:
- «Must be» is expected by the customer
- «Delighter» is exceeding customer satisfaction. Delighters do not last
- «Indifferent» Whether or not they are included, makes no difference
- «Reverse» Some users will like, others won’t.
- Performance caracteristics, wow characteristics will make the difference

6. Quality Characteristics: Wow effect does not last
From «wow» to «basic», the feature / characteristic
lifecycle.
Competition does not sleep
Understanding competition dynamics is crucial.

7. More information and recommended Tutos
YouTube Video showing a Prezi presentation on product design
(English)
YouTube Video with a car example.

8. What else is useful
Used in combination with other models, this becomes an even more
powerful tool to serve the purpose of managing stakeholders well.
Examples include:
Business Value Definition
Behaviour Driven Development
Test Driven Development
Serious Gaming / Gamification
Lightweight documentation
Competition Dynamics
(User) Story Telling
For more information on any of those, please get in touch by email
contactus@greenspire.ch