Abb. 1: Kano-Modell übertragen auf die Kundenzufriedenheit [BHMS96, S. 118] Bei einer genaueren Analyse der Übertragungen des Kano-Gedankenguts auf die Kundenzu-friedenheit wurde im Projekt deutlich, dass die grafische und rein qualitative Darstellung trotz aller Plausibilität der zu Grunde liegenden Aussagen einige Schwächen aufweist Kano-Modell ist eine spezielle Ausprägung der Mehrfaktorentheorie der . Kundenzufriedenheit, die in Kapitel 2.3.6 erläutert wird. aber au ch in die Kritik (vgl Having this piece of information is very useful to distinguish features among each other and know which are most relevant to customers. It gives you a tool to separate big features from small ones and how they impact your customer’s decisions on the product. Das Kano-Modell bietet eine Methodik, Produkteigenschaften in mehrere Kategorien zu unterteilen, deren Erfüllung bzw. Nichterfüllung die Kundenzufriedenheit beeinflussen. Auf wissenschaftlicher Basis untersucht Elmar Sauerwein diese in der Praxis seit langem bekannte Methode auf Reliabilität und Validität Which demographics (or personas) are these features targeting? Pick 15 customers (or more) per each demographic. If you’re using Intercom or Mixpanel, it will be very easy to select a subset of your customers within your target.
Other product features are simply expected by customers. If the product doesn’t have them, it will be considered to be incomplete or just plain bad. This type of features is usually called Must-be or Basic Expectations. Go back to every memory of amazement you’ve experienced with past products. How would you feel if the same product was presented to you now? When enough time has passed, it’s very likely that you’ll consider that once magicfeature as a Performance or Must-be attribute.
These scores will then lead to the categorization of our features within a two-dimensional plane. With this method, there’s no need for the standard evaluation table anymore.This is best explained graphically. Look how even some level of Functionality leads to increased Satisfaction, and how quickly it rises. This fact is key to keep a check on the investment we make on a given feature. Beyond a certain point, we’re just over-killing it.Going back to the graphic representation for the model, we see the dynamics of customers’ reaction to this kind of feature. Every increase in functionality leads to increased satisfaction. It’s also important to keep in mind that the more functionality we add, the bigger the investment we have to make there (e.g. the team to build it, the required resources, etc.) In diesem Video lernen Sie das Kano-Modell kennen
I’ve gone through every online resource I could find (including some scientific research) to create this step-by-step, in-depth guide with everything you need to understand, use, and get started today with the Kano Model.We’ve already covered where Questionable answers (contradictory response pairs); they form a diagonal through the evaluation table, except for the middle cell.The general prioritization rule of thumb presented in the discrete analysis section still holds: Must-be > Performance > Attractive > Indifferent. This translates very well to graphical terms: So, What is the Kano Model? Noriaki Kano, a Japanese researcher and consultant, published a paper in 1984 1 with a set of ideas and techniques that help us determine our customers' (and prospects') satisfaction with product features. These ideas are commonly called the Kano Model and are based upon the following premises: Customers' Satisfaction with our product's features depends on. There are no silver bullets when it comes to prioritizing our product’s features. Although we have to consider many different dimensions, customer satisfaction is probably the most important one. This led us to the questions from which we started out:
http://1.bwl-verstehen.org/1-2-2/, Schnell-Lernmethode für Betriebswirtschaft: Spaßlerndenk-Methode für Betriebswirt/in IHK, Technischer Betriebswirt/in IHK,.. One of the great things about the Kano model is that it accounts for both having and not having some functionality. This shows the extent to which something is actually wanted, needed or indifferent for our customers.Naming aside, what’s really important is to know that these two dimensions put together are the basis of the Kano Model and determine how our customers feel about our product’s features, as we’ll see in the next section.Be careful with polar wording of question pairs. That is, the dysfunctional question is not necessarily the opposite of the functional one; it’s just the absence of the functionality. Here’s an example for a video editing app considering optimizing their exporting speed:Creating products that satisfy our customers is a very common topic in UX Design and Product Management circles. This is natural; it is after all, the end goal of our jobs. But…
You might think that you’d always want to be at the top of that scale, right? Well, it’s not possible.These questions are not easy to answer, but thankfully there’s a very useful tool to guide us through them: the Kano Model.
Bill DuMouchel7 proposed an excellent continuous analysis methodology, explained over the next few sections. Don’t worry about having to do these calculations yourself, though; the spreadsheet that comes along with this guide already does all of them for you (click here to get it). For now, just focus on understanding each step.You cannot build everything “right now” like everyone’s demanding. You don’t want to put everything in (and you shouldn’t.) You may have very good hunches of what works and what doesn’t, but you want data to support your decisions, either to be certain or to present to the rest of the organization.The reason for this asymmetrical scale (starting from -2 instead of -4) is that the categories you get from answers on the negative end (Reverse and Questionable) are weaker than what you get on the positive end (Must-be and Performance). Thus, DuMouchel decided to emphasize that side of the scale. The Kano Model is an insightful way of understanding, categorizing, and prioritizing 5 types of Customer Requirements (or potential Features) for new products and services. It was created in the early '80s by Japan's professor Noriaki Kano but continues today to be an essential tool for all organizations independent of industry or size. The.
Since its introduction in the 1980s, Kano's model of attractive quality (Kano et al., 1984) has become one of the most popular quality m odels among marketing/management practitioners and. What our customers feel about some product attribute now is not what they’ll feel in the future. Attractive features turn into Performance and Must-be features as time goes by. Die Kano-Theorie der Kundenzufriedenheit nimmt in der Marketingforschung mittlerweile einen festen Platz als Erklärungsansatz der Kundenzufriedenheit ein. Bei einer näheren Betrachtung dieses Themengebietes fällt auf, dass hierbei zwischen dem Kano-Modell und der Kano-Methode differenziert wird
Noriaki Kano, a Japanese researcher and consultant, published a paper in 19841 with a set of ideas and techniques that help us determine our customers’ (and prospects’) satisfaction with product features. These ideas are commonly called the Kano Model and are based upon the following premises:This section is based upon multiple accounts of Kano model usage by practitioners and researchers that have shared their experiences and lessons learned, at each step of the process:Try it out. Adapt it. Make it your own. Drive your product towards delight and let me know how it goes.It all starts with our goal: Satisfaction. Kano proposes a dimension that goes from total satisfaction (also called Delight and Excitement) to total dissatisfaction (or Frustration). https://www.spasslerndenk-shop.ch, KANO-Modell, Beschreibung. This feature is not available right now. Please try again later
Kano Model Analysis for PowerPoint.. Kano model is a theory used for product development and customer satisfaction. Kano model was developed in the 1980 by Noriaki Kano and the analysis using this model helps to classify the customer preferences into categories First, each answer option is translated to a numerical value within a satisfaction potential scale, going from -2 to 4. The bigger the number, the more an answer reflects how much the customer wants the feature. Importance is also scored from 1 to 9, as before.That’s where the Functionality comes in. Also called Investment, Sophistication or Implementation, it represents how much of a given feature the customer gets, how well we’ve implemented it, or how much we’ve invested in its development.We’ve now covered the first two parts of the Kano model: the dimensions of analysis and their interplay to define categories of features.
Die Kritik an Herzberg zielt in zwei Richtungen: 106 Die erste wirft ihm vor, Gemäß dem Kano-Modell muss mit den Wünschen einzelner Teilnehmer sehr vorsichtig umgegangen werden (vgl You can download this video in PPT format from: http://www.authorstream.com/G.Deepak/Talab/ This is an overview of KANO Model. You can use this as an introdu..
Our focus should be on the positive quadrant, which holds the strongest responses. Outside of it, we find weaker answers as well as Questionable and Reverse categorizations. If a feature ends up as Reverse, you can always use the trick of defining it as the opposite and switching the Functional and Dysfunctional scores, so it gets classified into another Kano category; you can also drop it from your study.Some product features behave as what we might intuitively think that Satisfaction works: the more we provide, the more satisfied our customers become. Because of this proportional relation between Functionality and Satisfaction, these features are usually called Linear, Performance or One-Dimensional attributes in the Kano literature (I prefer the Performance).After asking our customers (or prospects) these two questions, and getting their answers, we are now able to categorize each feature.This disenchantment is due to many different factors, including technological evolution and the emergence of competitors, all vying to bring the same functionality after the first mover. A Kano Model Analysis article explaining this method in 2500 word of great detail. Just fill out the information below with your valid email address to join our mailing list and receive a confirmation email with your 3 FREE gifts that are instantly downloadable
For small feature sets, another (and probably better) way to visualize this is through a stack ranked list9. It uses three columns to rank features, in this order (from higher to lower scores): potential for dissatisfaction, potential for satisfaction and importance. In our case, the first two columns are the Dysfunctional and Functional scores, respectively. Here’s how it looks:You can create a Google Form with an email field pre-filled by using an URL parameter11. If you send your users something like this, you’ll get identified responses without them having to input their email address (or some other identifier you may need on your end).In this section we’ll go over a practical approach and set of tools you can use to conduct your very own Kano analysis. Let’s go back to the 3 step process that was introduced in the second section of this guide. Das Kano-Modell beschreibt den Zusammenhang zwischen der Erfüllung von Kundenanforderungen und der Kundenzufriedenheit. Noriaki Kano, emeritierter Professor der Tokyo University of Science, entwickelte 1978 ein Kundenzufriedenheitsmodell - heute bekannt als Kano-Modell
. That’s why it’s useful to add the standard deviation to our graphic in the form of error bars, so we have a notion of how on or off target our categorizations are. Something like this:Responses should be in the form of a scale from 1 to 9, going from Not at all important to Extremely important.Kano classifies features into four categories, depending on how customers react to the provided level of Functionality.There are plenty of possible segmentations and you must choose what makes sense for your product. Suppose you’re working on a B2B SaaS. If you’re considering adding a feature that lets users associate invoices to purchase orders, its attractiveness to a small business is very different to that of an enterprise customer.
I actually think the list of options introduced at the start of this guide has the best balance between clarity and brevity.There are unexpected features which, when presented, cause a positive reaction. These are usually called Attractive, Exciters or Delighters. I tend to prefer the term Attractive, because it conveys the notion that we’re talking about a scale. We can have reactions ranging from mild attractiveness to absolute delight, and still have everything fit under the “Attractive” name.We can describe a feature’s benefits and then show a prototype and interactive wireframes or mockups in place of a textual question. By having this visual and dynamic “explanation”, the the user can have an even clearer understanding of what’s being proposed to her. Get actionable, useful content and resources on Product Management. Delivered straight to your inbox for free. You will also get in-depth guides to: 20 Product Prioritization techniques (44-page PDF & cheatsheet) The Kano Model (40-page PDF & spreadsheet) The features you choose to study should be those where the user will get any sort of meaningful benefit out of them. Your backlog may contain a number of different kinds of items you may need to include such as technical debt payment, something for the sales or marketing teams, a reporting system, or a design refresh. All of these are out of scope of the Kano analysis.
If someone says she “dislikes” the functional version and “likes” the dysfunctional version, this person is clearly not interested in what we’re offering, and perhaps actually wants the opposite. This new category is called Reverse. If a majority of customers are telling you some feature is a Reverse, you can just switch the Functional and Dysfunctional questions and score their answers as if you had asked the questions in that order.Using a tool like Balsamiq or InVision, link your wireframes together so they’re interactive. This will make the feature come alive for the user and help overcome any problems in your question’s wording.Attractive features are found when a customer likes having a feature that is not expected. This is another way of saying that what we’re proposing is both new and attractive.If you don’t have any available wireframes or mockups, you can still use the traditional text-based questions. You should however be extra careful in creating a question that is clear and effective. Go back to that section if you need to refresh that topic.Notice the last two rows. What would you do in that situation? You have a feature that it’s an Indifferent (but actually quite near Must-be,) with a larger impact on dissatisfaction than another. The other one would greatly increase satisfaction and it’s deemed to be really important by customers. There are cases to be made for prioritizing one before the other. As you can see, just following some ranking order doesn’t solve every dilemma for us; we still need to make tough calls, experiment, measure and iterate if necessary.
Some people feel confused by the ordering of the standard answers in the Kano questionnaire5. Usually, they don’t understand why “I like it that way” appears before “It must be that way”, as it seems a much softer statement.If you work on a Software product, you probably have wireframes or mockups for your ideas and feature specifications. If you do, you already have the best possible “question” to present to your respondents.When you get conflicting responses (such as “Like” and “Like”) to both questions, you have a Questionable answer. For this very reason, Fred Pouliot2 suggested that cells (2,2) and (4,4) from the standard Kano evaluation table be changed to also be Questionable. Some of these are to be expected in your results, but if you get a majority of users with Questionable answers, there’s probably something wrong with what you’re asking. 005 Kano-Modell. Bach - Easter Oratorio: Kommt, eilet und laufet BWV 249 - Van Veldhoven | Netherlands Bach Society - Duration: 41:27. Netherlands Bach Society Recommended for yo Kano Model is a tool team use to make design decisions. It enables to plan design better by prioritising features based on their expected impact on customer satisfaction. In consequence, it helps understand whether a given feature will bring delight or frustration
The logic for presenting the answers this way is that they fall along a scale from pleasure to avoidance of displeasure. Here are some alternative wording proposals that have been suggested, such as:I realize it’s not immediately clear how to take all this knowledge and make it work for you. But you can. Even today if you want to. The Kano Model is a product or service development theory that helps you to determine which features you may want to include in a product or service to improve customer satisfaction. It continues to be a critical element found in the front end of Product and Service Development. The Kano Model may also be referred [
These features fall along the middle of the Satisfaction dimension (where the horizontal axis intersects it.) That means it doesn’t matter how much effort we put into them, users won’t really care. This is another way of saying we should really avoid working on these because they’re essentially money sinks.Although the discrete analysis is great to get us started and give us an overall sense of the results, it has several issues. Namely:You want to create a product roadmap with the right features. There are many different reasons why you might need to include a given feature, but what do you do in order to know which ones will make your (future) customers happy and prefer it over others?
. Other examples might be your internet connection speed; laptop battery life; or the storage space in your Dropbox account. The more you have of each of those, the greater your satisfaction.If you’re seeing multiple results without a clear category, there may hidden customer profiles that you’re not considering. In this case you should probably go back to the customer responses to look for patterns; try checking which customers’ answers are usually the same as other customers’, to find “demographic clusters” you may be missing.
Kano model makes it possible to highlight a wide range attractive, appealing service/product features. Below is an example of how product requirements are classified according to the values questionnaire (survey). Ski industry, where customers were surveyed in 1500, will show how a se Finally, we have Reverse answers positioned along two axes where reactions are either to like not having the feature or to dislike having it. You can see which category they’re the reversal of by flipping the Functional / Dysfunctional values. You can then know if it is a Reverse Performance, Attractive or Must-be feature.Jan Moorman detected the importance of this when presenting features for a new product to a group of potential users 4. A core feature of the product was already present and was (supposedly) well known from the competition’s product. Nevertheless, a subset of users still considered it to be Attractive while another considered it Must-be. She then came to the conclusion that these distinct reactions were due to their market savvy. When she segmented their responses by their profile (as early, late and non adopters), the results for each feature were then much clearer.The self-stated importance question may be asked in the following format: “How important is it or would it be if: <requirement>?”. For example, “How important is it or would it be if: exporting videos always takes less than 10 seconds?”. Das Kano-Modell (auch: Das Kano-Modell der Kundenzufriedenheit) ist ein Modell zum systematischen Erringen der Kundenzufriedenheit in einem Projekt oder für ein komplexes Produkt.Es beschreibt den Zusammenhang zwischen dem Erreichen bestimmter Eigenschaften eines Produktes/Dienstleistung und der erwarteten Zufriedenheit von Kunden. Aus der Analyse von Kundenwünschen leitete Noriaki Kano.
The Kano model is a theory for product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano, which classifies customer preferences into five categories. 1.1 Must-be Quality. 1.2 One-dimensional Quality. 1.3 Attractive Quality. 2 Attributes' place on the model changes over time. 3 Empirical measurement This type of analysis is great to give you a first level of understanding and it’s useful in many contexts where you don’t need a more rigorous approach (e.g., testing design ideas or making a rough draft of your roadmap.)The Functional and Dysfunctional scores we’re calculating with DuMuchel’s method serve the same purpose without these issues, and that’s why we’re focusing on them here.
.In the image above, the dimension is annotated with different satisfaction levels. It’s important to note that this is not (always) a linear scale, as we’ll see in a second.
Your feature backlog seems endless — it has contributions from your team, internal stakeholders, customers, prospects and anyone with a say on the product (yes, even yourself.). Otherwise, your data will most likely be all over the map 3.You’re probably working on some new features and ideas for your next product release. If you aren’t, you should follow along anyways, even though you might not apply this right now.Your questions should be phrased in terms of benefits to the user, and not in terms of what the product will be able to do. For instance, “if you can automatically improve how your photo looks, how do you feel?” is better that “if you have MagicFix™, how do you feel?”.
These questions don’t have definitive answers (if they ever do, we all need to look for another job)12.If you dig around for Kano resources, you’ll probably find references to Satisfaction and Dissatisfaction coefficients. With the DuMouchel methodology we’re describing here, we have a better alternative to these. But given how often they’re referenced, they at least warrant a brief introduction. Kano Basics. We uncovered the Kano Model while researching ways to measure delight. Back in 1984, Noriaki Kano, a Japanese academic and consultant, disagreed with the then accepted theories on retaining customer loyalty: by addressing customer complaints and extending the most popular features. Kano intuited that retaining loyalty was far more. What this guide has hopefully given you is another tool to add to your arsenal for making kick-ass products: the Kano model. You’ve learned about what it is, how to use it and how to get started, today.These are not actual Kano categories; they’re mere artifacts of the questionnaire (but useful nevertheless).
. Although he doesn’t call them Satisfaction and Dissatisfaction Coefficients in the original paper, that’s their commonly known name. By considering the total number of answers in each category for a given feature, they’re calculated using these formulas:Now that we have a basic understanding of how the Kano model works, it’s time to go over what it means to use it with multiple users and features.