South Wales Agile Group

Kano Model 17 December 2015

Background

History

❖ Professor Noriaki Kano❖ 1984

The Model

Satisfaction

Satisfaction

Presence

Satisfaction

Presence

Basic

Satisfaction

Presence

Basic

Performance

Satisfaction

Presence

Performance

Basic

Attractive

Satisfaction

Presence

Basic

Attractive

Performance

Indifferent

Satisfaction

Presence

Performance

Basic

Indifferent

Attractive

Decay over Time

Satisfaction

Presence

Performance

Basic

Indifferent

Attractive

Kano Survey

Functional Form

1. I like it

2. I expect it

3. I’m neutral

4. I can tolerate it

5. I dislike it

“If you have a free bottle of water in your hotel room, how do you feel?”

Dysfunctional Form

1. I like it

2. I expect it

3. I’m neutral

4. I can tolerate it

5. I dislike it

“If you don’t have a free bottle of water in your hotel room, how do you feel?”

MatrixDysfunctional

Like It Expect It Neutral Tolerate Dislike

Like It Q A A A P

Expect It R I I I B

Neutral R I I I B

Tolerate R I I I B

Dislike R R R R Q

Func

tiona

l

MatrixDysfunctional

Like It Expect It Neutral Tolerate Dislike

Like It Q A A A P

Expect It R I I I B

Neutral R I I I B

Tolerate R I I I B

Dislike R R R R Q

Func

tiona

l

MatrixDysfunctional

Like It Expect It Neutral Tolerate Dislike

Like It Q A A A P

Expect It R I I I B

Neutral R I I I B

Tolerate R I I I B

Dislike R R R R Q

Func

tiona

l

Reverse

Probably wants the opposite to what we’re offering

Questionnable

Probably something wrong with what you’re asking

Analysis

B P A I R Q

Feature A 10 3 1 5 0 1 20

Feature B 1 8 8 3 0 0 20

Feature C 0 3 0 15 2 0 20

Analysis

B P A I R Q

Feature A 10 3 1 5 0 1 20

Feature B 1 8 8 3 0 0 20

Feature C 0 3 0 15 2 0 20

Analysis

B P A I R Q

Feature A 10 3 1 5 0 1 20

Feature B 1 8 8 3 0 0 20

Feature C 0 3 0 15 2 0 20

Analysis

B P A I R Q

Feature A 10 3 1 5 0 1 20

Feature B 1 8 8 3 0 0 20

Feature C 0 3 0 15 2 0 20

In Practice❖ Select Feature and Customers

❖ Limit to 20, Tangible Features

❖ Group by Personas

❖ Collect Data

❖ Clear Questions (or Prototypes)

❖ Be Mindful of Phrasing

❖ Test Your Questionnaire!

❖ Analyse

❖ Discrete vs Continuous

❖ Release Planning

❖ Basic, Plus Mix of Attractive and Performance

More Information

❖ Agile Estimating & Planning - Mike Cohn

❖ http://foldingburritos.com/kano-model/