Kano model

Kano modelThe Kano model is a theory of

product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano, Lecturer and consultant in the field of quality management Tokyo University of Science.

Kano modelthis theory can be applied to the user experience to help us identify the key factors, secondary management and attractive that must Sciences contained in the site / product / web application in order to ensure that the site complies with the wishes of the user and therefore guarantee a great experience.

Kano Modelwhich classifies customer preferences into five  Categories:

-Must-be Quality These attributes are taken for granted when fulfilled but result in dissatisfaction when not fulfilled. Since customers expect these attributes and view them as basic, it is unlikely that they are going to tell the company about them when asked about quality attributes.

Cont.-One-dimensional Quality

 These attributes result in satisfaction when fulfilled and dissatisfaction when not fulfilled. These are attributes that are spoken and the ones in which companies compete.

-Attractive Quality These attributes provide satisfaction when achieved fully, but do not cause dissatisfaction when not fulfilled. These are attributes that are not normally expected.

Cont.-Indifferent Quality

 These attributes refer to aspects that are neither good nor bad, and they do not result in either customer satisfaction or customer dissatisfaction.

-Reverse Quality These attributes refer to a high degree

of achievement resulting in dissatisfaction and to the fact that not all customers are alike.

Cont. Kano model assumes that any site no matter how

many features or its potential advantages that it can be classified into three main types, namely:Basic Attributes: key factors that must be contained in the site / product.Performance Attributes: performance factors, and their presence is not essential but, if any, will increase the chances of success of your site / product.Delight Attributes: luxury and pleasure factors, factors that are unexpected presence on-site / product and its existence increases customer satisfaction about the site / product, in the case of absence, it does not affect the quality of the site / product or customer satisfaction in any form.

*KANO model represents by a plan that shows the relationship of the three factors of both requirements and user satisfaction about the

site / product...  

 In order to understand this plan and how we could use it in a wonderful experience through the use of our sites, must

first understand what it represents these Axis- :

The Horizontal axis: 

represents how the user close or far to achieve his goal. (Whenever we went to the right, the user approached achieve his goal).

The Vertical axis:

 the degree of satisfaction reached by the user from dealing with site /product (whenever we go up ,the user satisfaction increased ).

 FIRST : The Basic

Attributes

FIRST : The Basic AttributesFactors / basic

qualities representation of the things that must exist at the site, if the user didn’t find these factors will not be satisfied with the site, and if its existed ,that’s a normal thing doesn’t change the quality of the site, simply these factors will make your site normal ,doing its job , no more say no less.

Examples about Basic Attributes:

1-The Factors / basic Attributes may be expected by the traveler when he books a trip in any air carriers ,is that journey that he reserve it is not canceled, postponed or the ticket that he was purchased, guarantees him a seat in the plane passenger.

Examples about Basic Attributes:

2-The Factors / basic Attributes may be expected by the user of the Web such as Gmail, that the application is always working and every time 100% or when pressing the send button ,the message is expected to arrive for the receiver within seconds and without delay.

3 -The Factors / basic Attributes may be expected by the user from a computer application such as iTunes, is that when he bought a song or an audio file from the store, he can play it within an infinite number of times without pay any extra cost.

When you providing the user the basic attributes in your website don’t expect the customer satisfaction 100%, when the user found the things that he would expect to find, that’s mean you didn’t give him something new, As we say, "This is the weakest of faith", but if you leave any of the basic attributes that should be your site characterized ,no matter how the great experience provided by or how many gifts in your site, in this case ,the whole experience of use is broken. It's hard to say that your site compete, if he fulfills within

the basic attributes or factors that the user will expect it only, but if these factors do not provided, you certainly have gone out of the competition early.

2.Performance Attributes The attributes which make the customer :

1 .Satisfied : if they present

2 .Dissatisfied : if they are not present and even if the basic attributes do present.

Suppose that there is a miniature services site , the site announced that the transformations that reach sellers profits to their accounts on PayPal will not have any costs of transformation. If you sign up to the site as a seller and found that the site deduct transformation cost from your account then you will be satisfied , though this service is not essential in the performance of the site . This kind of attributes is what the sites are competing by , to provide a competitive service , promice to achieve it and “ DO

ACHIEVE IT “

Examples : 1 .If you reserve in airplane company

then what is the weight that you can take with you “ without paying extra

money ? “ 2 .Choosing Gmail instead of yahoo

because Gmail's storing space

3 .Choosing ITunes on your mobile instead of other application because

of ITunes's better services .

3 .Delight Attributes Attributes that give advantages or services that the customer didn’t really expect

during browsing the site .

Main concept here is : Giving more than what is expected so you’re here thinking Outside

The Box .

Examples: 1 .If you’re on an airplane and you were

given a meal who was made by a famous chef!

2 .In Gmail application , it would be great if the site has a smart system that can arrange emails depending on what is more important.

3 .In Itubes it would be also great if the application arrange the songs depending on what songs are most played.

Delight attribute are different from basic and performance attributes because if they don’t present then the customer will be satisfied because he/she didn’t expect these attributes from the basic but if you give these attributes then your customers will appreciate it and

you’ll get more new customers .

The effect of time on the kano model

Very competitive on all day and thus competitive advantages for a product that Ataltguenha this month will not be competitive after 6 month The reason: Monitor competitors And therefore everyone puts his product sensuousness factors and thus the user will expect to be essential factors, not the thrill of factors

With the passage of time benefits turn out to be key factors. This is the view of customers because of competition with companies that put these benefits within the foundation

The effect of time on the kano model

The effect of time on the kano modelThe effect of time on the

kano model

Very competitive on all day and thus competitive advantages for a product that Ataltguenha this month will not be competitive after 6 month The reason: Monitor competitors And therefore everyone puts his product sensuousness factors and thus the user will expect to be essential factors, not the thrill of factors

With the passage of time benefits turn out to be key factors. This is the view of customers because of competition with companies that put these benefits within the foundation

Application 1-Break into Teams 2-Select Team Leader 3-Select Scribe 4-Select Presenter 5-Scenario – You work for a Hotel chain and your company is trying to

identify Voice of the Customer information to improve Hotel performance. 

Designing Profitable Products Using QFD and kano model  

Benefits derived from using the QFD tool include: 

1-The creation of work teams that include multiple skills and experiences2-The determination of specific work aims

 3-A display of a wide variety of important design information in one place in

a compact form 

4-Reduced overall costs from realizing a reduction in design changes 

5_Reduced production costs by eliminating redundant features and over-design

What Is QFD

?QFD is composed of four stages:

1 _Complete the house of quality (HOQ)_.

:2_Design the productDetermine tolerance of each part of the product so

that it satisfies the target value identified from the HOQ. 

3 _Design the processDetermine the necessary production process that will

satisfy tolerances established during product design. 

4_Control the processDetermine quality standards for the new product

design

Designing Profitable Products Using QFD and kano model

Benefits derived from using the QFD tool include:

1-The creation of work teams that include multiple skills and experiences 2-The determination of specific work aims

3-A display of a wide variety of important design information in one place in a compact form

4-Reduced overall costs from realizing a reduction in design changes

What Is QFD? QFD is composed of four stages:

1_ Complete the house of quality (HOQ)._

: 2_Design the product

Determine tolerance of each part of

the product so that it satisfies the target value identified from the

HOQ.

3_ Design the process

Determine the necessary production process that will satisfy tolerances established during product design. 

4_Control the processDetermine quality standards for

the new product design