The document discusses the Kano model, which was developed by Noriaki Kano to classify product features based on how customers perceive them and their effect on satisfaction. It divides features into five categories: must-be, one-dimensional, attractive, indifferent, and reverse. The model helps guide design decisions by indicating when good is good enough versus when more features are better. It provides a graph showing the relationship between feature achievement and customer satisfaction levels. The document then gives examples of how to apply the Kano model using a questionnaire and provides a mobile phone example classifying its features into the different categories.
1. By :
Prasad S. Mahajan (143655)
M-Tech Ist Year
NIT Warangal
2. What is Kano model
Feature classification
Two Complications
How does the Kano model work?
Example: Mobile phone
Summery
3. Noriaki Kano developed a model to illustrate
how customers perceive quality
Classifies product attributes or features
based on how they are perceived by
customers and their effect on customer
satisfaction
Useful for guiding design decisions in that
they indicate when good is good enough, and
when more is better.
4. Gives a graph of level of achievement
compared to the level of customer satisfaction
Product features are divided into three distinct
categories
◦ Must Be
◦ Attractive
◦ One Dimensional
◦ Indifferent
◦ Reverse
5. Are unspoken
Taken for granted by
customers
Its absence is also not
tolerable
The customer will remain
neutral towards the
product even with
improved execution of
these aspects
6. One dimensional attribute
Directly proportional to customer
satisfaction
Increased functionality will result in
increased customer satisfaction
Product price is often related to
these attributes
7. Exciter or delighter attributes
Great satisfaction
Customers willing to pay a price
premium
Satisfaction not affected by lack of
these feature
Differentiates the product from
competition
8. Customer simply doesn’t care about
Features that the manufacturer
founds value in, but not the
customer
No satisfaction, No dissatisfaction
9. Opposite of the One Dimensional category
Cause dissatisfaction if present
Varies with region, age, sex, etc.
10.
11. Select a representative panel of users
(20…30)
Pass them a questionnaire
Analyze the responses and make the right
decisions
12. Functional question : “How would you feel if
the product had feature X ?”
◦ I like it
◦ I expect it
◦ I’m neutral
◦ I live with it
◦ I dislike it
Dysfunctional question : “How would you feel if
the product didn’t have feature X ?”
◦ I like it
◦ I expect it
◦ I’m neutral
◦ I live with it
◦ I dislike it
15. Must Be: call feature, display, message,
dial pad, speaker phone etc.
One Dimensional: camera, battery mAH,
3g 4g capability, screen size, music etc.
Attractive: water proof, drop resistant
screen, metallic or gold finish body, high
performance camera and display etc
Indifferent: internal structure, nuts
Reverse: thick back cover, stylus
16. The Kano Model is one of the more useful
tools in the quality professional’s toolkit.
It provides a whole new way to consider what
is important in an organization and how the
organization can add value.
If adding value is important, then the Kano
model will quickly become new best friend for
company.
17. Engineering design, Gearge e. Dieter, Linda Schmidt
Applying the Kano Model to User Experience Design, Anthony Hand UPA
Boston Mini-Conference May 2004
Ullman, David G., The Mechanical Design Process, McGraw-Hill, Inc.,
U.S.A., 1997 pp. 105-108 ISBN 0-07-065756-4
THE KANO MODEL: HOW TO DELIGHT YOUR CUSTOMERS, Elmar
Sauerwein , Franz Bailom, Kurt Matzler, Hans H. Hinterhuber* Department
of Management, University of Innsbruck
Kano model, From Wikipedia
The KANO model… so good for User Experience, About the Kano Model,
www.kanomodel.com
Understanding Value using Dr. Kano’s Model : Converge Consulting Group
Inc. Articles and News
www.converge-group.net
Notas do Editor
potential product features are evaluated on customer perception (or expected customer perception)
and then assigned to different categories based on their expected impact on customer satisfaction.
The development team can then select the appropriate mixture of features that deliver the highest customer satisfaction given the
constraints the team is operating under (time, budget, resources, etc.)
was published by Dr. Noriaki Kano in 1984 in The Journal of the Japanese Society for
Quality Control
However, products which only fulfill the MustBe
and OneDimensional
features are perceived as average and therefore interchangeable