Prioritizing Customer Satisfaction in Product Design (the Kano Model)
How do you balance customer wants with project constraints? If your customer-facing teammates are saying our customers want this, that and the other thing, which ones do we prioritize over others?
Not all features are equal in the eyes of our customers. And not all features are value-added, either.
In this episode, we delve into how to prioritize customer wants using the powerful Kano Model, a tool that maps customer satisfaction against the implementation of product features.
You’ll learn how to differentiate between essential and non-essential features, ensuring that your design truly resonates with your customers. This episode walks through the intricacies of the Kano Model’s two-by-two matrix and the different satisfaction levels represented by various lines and curves.
Too complex? We break it down. Prioritize your features based on their impact to the customer using their voice. Then, consider how well you want to implement that in your design using the Kano Model.
Get ready for practical tips and proven strategies to enhance your product’s value while managing cost, time, and design trade-offs. This episode is an introduction to the Kano Model for design.
Kano Model
Satisfaction Rating Scale Example for Concept Analysis
This scale is based on the impact given that the feature is available. It aligns with the areas of the Kano model. If something is rated as a 4, it is placed along the “One-dimensional” line of the Kano model. Discuss with your team how well you want to implement this (the value along the x-axis) and adjust the level of planned engineering implementation based on the impact rating.
Make a scale that applies to your industry, product, and project.
Set or adjust the level of your planned engineering implementation based on the impact rating.
The Kano model is a theory for product development and customer satisfaction developed in the 1980s by Noriaki Kano, which classifies customer preferences into five categories. – https://en.wikipedia.org/wiki/Kano_model
Kano Model Basics | Definition, Overview, and Best Practices – https://www.youtube.com/watch?v=zWjV7boirqU
Employing the Kano Model to Understand the Voice of the Customer – https://www.youtube.com/watch?v=4UOKNRIBDBg