Scope

CostQuality

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“Must Have” Basic Expectations

AttractiveExcitementGenerators

One-dimensionalPerformance

Pay Offs

http://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results

1

2

3

4

Solid closing keynote

User Journey

Use

r E

xpe

rie

nce

½ hour sales pitch by sponsor

Amazing speaker you haven’t seen

before

End

Peak

User Journey

Use

r E

xpe

rie

nce

AttractiveFeature

Performance Feature

Must Have Feature

PerformanceFeature

Phase 1 Basic Basic Basic Basic

Phase 2 Good Good Basic Basic

Phase 3 Best-of-breed Best-of-breed Good Good

Phase 4 Best-of-breed Best-of-breed Best-of-breed Best-of-breed

NeutralNeutral NeutralSatisfied

AttractiveFeature

Performance Feature

Must Have Feature

PerformanceFeature

Phase 1 Good Basic Basic None

Phase 2 Good Good Basic None

Phase 3 Good Best-of-breed Good Basic

Phase 4 Best-of-breed Best-of-breed Good Good

NeutralNeutral NeutralDelighted

Design Publishing Tools

Mobile Categories Related Stories

Comments Search Personalis-ation

Phase 1

50pts

Stretch goals

10pts

Phase 2

25pts

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