This document outlines rapid design activities to create a customer-centered product roadmap. It discusses conducting formative research through interviews and activities to understand customer needs. Next, it describes holding a design studio to rapidly generate concepts that address needs identified in research. Finally, it discusses evaluating concepts using a Kano model survey to prioritize features and guide product development. The overall process is presented as research, design studio, concept value test iterations to continuously refine understanding and create the optimal product experience.
42. Features or concepts that both satisfies the customer
and help them achieve their goals.
Feature or concept is a “must have” to meet customer
expectations.
Features that are exciting or unique, and can directly
relate to initial satisfaction worth the product.
Features or concepts that are neither good nor bad.
Not product differentiators.
Features or concepts that lead to dissatisfaction or
poor user experience.
5KANOCATEGORIES
PERFORMING
MUSTHAVE
ATTRACTIVE
INDIFFERENT
DISSATISFYING
45. How do you feel if the concept is included?
Like it to be included
Expect it to be included
Don’t Care
Can live with it being included
Dislike it if it were included
How do you feel if the concept is NOT included?
Like it not to be included
Expect it not to be included
Don’t Care
Can live with it not being included
Dislike it if it were not included
KANOQUESTIONARE