Leveraging the Kano Model for Optimal Results by Jan Moorman.
Jan’s post outlines what you need to know to understand and use a UX model known at the “Kano Model.”
In short, the Kano Model is a way to evaluate how customers (the folks who buy products, not your engineers) feel about product features.
You are ahead of me if you guessed that positive reactions to product features are the goal.
Jan and company returned to the original research. An important point because applying research mechanically will get you mechanical results.
From the post:
You are looking at a list of 18 proposed features for your product. Flat out, 18 are too many to include in the initial release given your deadlines, and you want identify the optimal subset of these features.
You suspect an executive’s teenager suggested a few. Others you recognize from competitor products. Your gut instinct tells you that none of the 18 features are game changers and you’re getting pushback on investing in upfront generative research.
It’s a problem. What do you do?
You might try what many agile teams and UX professionals are doing: applying a method that first emerged in Japan during the 1980’s called the ‘Kano Model’ used to measures customer emotional reaction to individual features. At projekt202, we’ve had great success in doing just that. Our success emerged from revisiting Kano’s original research and through trial and error. What we discovered is that it really matters how you design and perform a Kano study. It matters how you analyze and visualize the results.
We have also seen how the Kano Model is a powerful tool for communicating the ROI of upfront generative research, and how results from Kano studies inform product roadmap decisions. Overall, Kano studies are a very useful to have in our research toolkit.
Definitely an approach to incorporate in UX evaluation.