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1. Kano Modeling & Analysis:
Delivering Products That Will Delight
KD Singh Arneja @kd_singh
www.linkedin.com/in/kanwaldeep
kanwaldeep@gmail.com
kdsingharneja.com

2. ABOUT ME
UI Engineer > UX Architect > UX Director/Product Owner

3. 5THE PRODUCT DILEMMA
What do we build
What problem to solve
In what order
do we build
How do we build it

4. 6Noriaki Kano
• Educator and Consultant
• TQM Guru
• Challenged Loyalty Retention Norms
• 25 year Old Approach
• Right blend on Like to Dislike

5. 7KANO MODEL
https://articles.uie.com/kano_model/
https://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
https://foldingburritos.com/kano-model/

6. 8KANO MODEL
https://articles.uie.com/kano_model/
https://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results

7. 9KANO MODEL
https://articles.uie.com/kano_model/
https://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
What delighted customers in the past is now expected
What is expected today will not meet minimum customer expectations in the future.

8. 10KANO – Five Emotional Response Types
Must-Be One-Dimensional
Indifferent Reverse http://bawiki.com/wiki/techniques/kano-model-prioritization/
Attractive

9. 11KANO – Must Have Features
• Customer expect these
• “Cost of entry” features.
• Bare minimums
• ROI of having must have tapers off
http://bawiki.com/wiki/techniques/kano-model-prioritization/

10. 12KANO – Must Have Features

11. 13KANO – One-Dimensional Features
• Greatest impact on customer satisfaction
• Directly proportional to fulfillment
• Satisfaction if present, otherwise not
• Also called performance
• E.g.
• Usability
• Cost
• Security
• Streaming speed
http://bawiki.com/wiki/techniques/kano-model-prioritization/

12. 14KANO – One-Dimensional Features

13. 15KANO – Attractive Features
• Not expected or asked but absence not
dissatisfying
• Product differentiators
• Christmas morning gifts
• E.g.
• Faster delivery than advertised
• Automatic parsing of calendar dates from
emails
http://bawiki.com/wiki/techniques/kano-model-prioritization/

14. 16KANO – Attractive Features
http://fortune.com/2018/06/10/tesla-self-driving-features-august/

15. 17KANO – Indifferent Features
• Customers are ambivalent about these
• Low ROI
• May be valuable to vendor
http://bawiki.com/wiki/techniques/kano-model-prioritization/

16. 18KANO – Indifferent Features

17. 19KANO – Reverse Features
• Opposite of One-Dimensional
• Cause dissatisfaction when present
• Steer users/customers away
http://bawiki.com/wiki/techniques/kano-model-prioritization/

18. 20KANO – Reverse Features

19. 21KANO – Must-Have gone Reverse
Image Credit: https://www.theawl.com/2012/12/apple-maps-and-apps-are-they-killing-everyone/

20. 22
How to Kano

21. 23HOW TO KANO
1. First, Gather All Feature Set
• Competitive Research – What our competitors have?
• Marketing Research – What do they “desire”?
• Innovative Ideas – What is novel?
• Brainstorming – Poll for ideas from “everyone”
• Missing pieces - What they don’t have?
2. Gather Data and Tabulate
3. Identify Customers and Partners
4. Validate
5. Analyze

22. 24STEP 1 - COLLECT KANO DATA
Surveys
Questionnaire
Research and Plot – ! Hard Work
http://www.methodsandtools.com/archive/kano.php
https://www.agilelogic.com/files/KanoAnalysis.xls

23. 25STEP 1 - COLLECT KANO DATA - METHODS
https://www.isixsigma.com/tools-templates/kano-analysis/kano-analysis-customer-needs-are-ever-changing/

24. 26STEP 2 – TABULATE – PLOT LIKES/DISLIKES
https://www.agilelogic.com/files/KanoAnalysis.xls

25. 27STEP 3 - VALIDATING KANO
•Validate by collecting more
•Talk to more customers
•Talk to partners
•Talk to SMEs and Thought leaders
•Research White papers
•Talk to research branches of firms like Accenture and Forrester

26. 28STEP 4 - CATEGORIZING KANO DATA
https://www.agilelogic.com/files/KanoAnalysis.xls
Survey Results
Kano Key / Eval Table
Plot: Expect it + Dislike if absent = Must Be

27. 31STEP 4 - ANALYZING KANO DATA
Satisfaction Coefficient
Attractive + One-Dimensional / Attractive + One-Dimensional + Must-Be + Indifferent
Dissatisfaction Coefficient
One-Dimensional + Must-Be / (Attractive + One-Dimensional + Must-Be + Indifferent) x (-1)
http://bawiki.com/wiki/techniques/kano-model-prioritization/
For Feature 2
(12+20) / (12+20+10+40) = 0.3902
(20+10) / (12+20+10+40)x(-1) = -0.3659
0 1
higher influence on customer satisfaction
0 -1
higher influence on customer dissatisfaction
Decision: Slightly more satisfaction than dissatisfaction, but since
closer to 0, don’t implement the feature.

28. 32
KANO
AND
AGILE PRODUCT MANAGEMENT

29. 33WHY KANO
•Provides sanity to endless backlog
•Helps to identify unspoken needs before
prioritization
•Helps say No!
•Support product decision objectively
•Product roadmap with the right features
•Be nimble in the market against competition
https://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results

30. 34KANO BASIC PRIORITIZATION
Must-Be > One Dimensional > Attractive > Indifferent

31. 35KANO BASIC PRIORITIZATION
Must-Be > One Dimensional > Attractive > Indifferent.

32. 36KANO GUIDED BY PERSONAS
Indifferent. Reverse
https://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
First Adopters (dark green) are individuals who perceive a need for
this software.
Late Adopters (bright green) are individuals who find the core
feature to be ”attractive and unexpected.”
Non Adopters (yellow green) are not interested in the core feature
and will not use this software in the foreseeable future.

33. 38KANO INSIGHTS on PAIN POINTS
HIGH FREQUENCY
HIGH PAINLOW PAIN
LOW FREQUENCY

34. 40TRANSLATING KANO OUTCOMES TO PRODUCT ROADMAP
Ref: https://www.youtube.com/watch?v=-9-mG5NSsTM

35. 42KANO PITFALLS
•Repeated and full Kano Model analysis can be very time-consuming/ expensive
•Easy to overlook important features that the customer may not think of or be
aware of (non-functional requirements, regulatory requirements, performance
requirements, maintainability and support needs, etc.)
•Not getting enough validation
•Susceptible to leaks (competitive disadvantage)
•Too many cooks with gut feelings

36. 43
Exercise
Breakdown into teams of 2.
One teammate provides Functional and Dysfunctional
ratings for each feature (i.e. Like, Dislike, Neutral etc).
The other teammate will provide Evaluation (i.e.
MOAIR)
Do as many features as you can.

37. 44
5 Scales of Positive / Negative
User Satisfaction scale
1. Like
2. Must Be
3. Neutral
4. Live With
5. Dislike

38. 45
https://www.consumerreports.org/automotive-technology/must-have-features-to-get-in-next-new-car/
What does Consumer Reports Say
Must have Safety
Features
Nice-to-Have Safety
Features.
(Attractions)
Must-Have Convenience
Features
Nice-to-Have Convenience
Features (Attractions)
Features to Skip
(Reverse)
Automatic emergency braking
Forward collision warning
Blind spot warning/alert
Automatic high beams
Rear cross traffic warning
Android Auto and Apple CarPlay
Knobs for audio and climate systems
360-degree surround-view camera
systems
Auto-dimming mirrors
Fast USB charging
Keyless entry
Multizone climate systems
Head-up display
Heated seats and steering wheel
Power driver’s seat with height-
adjustable lumbar
WiFi hotspot
Wireless charging pad
Bigger wheels and low-profile
tires
Built-in navigation system
Lane keeping assist
Rear entertainment unit
https://www.consumerreports.org/automotive-technology/must-have-features-to-get-in-next-new-car/

39. 46WANNA LEARN MORE?

40. Discussion / Questions?
KD Singh Arneja @kd_singh
www.linkedin.com/in/kanwaldeep
kanwaldeep@gmail.com
kdsingharneja.com