Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
Mapping Competitive Advantage with The Kano Model
Search
tomprior
May 18, 2017
Design
0
270
Mapping Competitive Advantage with The Kano Model
tomprior
May 18, 2017
Tweet
Share
More Decks by tomprior
See All by tomprior
Tools for business confident designers
tomprior
0
270
The designer with business confidence
tomprior
1
370
The collaborative creator: Climate, mindset, and mastery.
tomprior
1
300
Design Sprints: The methods, outcomes and pitfalls.
tomprior
1
130
The Project Pre-Mortem: Harnessing prospective hindsight for healthier projects.
tomprior
0
740
An Adaptive Approach
tomprior
0
140
From Responsive to Reactive: Harnessing Context on the Web
tomprior
4
510
Driven by experience (and cupholders)
tomprior
1
330
Other Decks in Design
See All in Design
プロジェクト内でデザイナーができること 日経電子版アプリ機能開発「For You」#nikkei_tech_talk
nikkei_engineer_recruiting
8
4.2k
sachi_y_portfolio
sachi337
0
410
UXデザインはなぜ定着しないのか?
designstudiopartners
0
790
A brief & incomplete history of UX Design for the World Wide Web: 1989–2019
jct
1
210
共通認識のためのユーザビリティテスト by AIエージェント - Accelerating Value Delivery
gakuoya
1
690
今日から意識できるアクセシビリティ
fumiko
0
280
商業デザインのアクセシビリティにおける倫理フレームワークの考察
securecat
1
620
株式会社ログラス - 会社説明資料【デザイナー】/ Loglass Designer
loglass2019
1
810
FigmaのFigmaファイルから学ぶTips & Tricks
hilokifigma
0
580
AI駆動なデザイン開発 〜Figma Make でまるっとつくるか、 HTML でシンプルにつくるか〜
t_east
1
940
株式会社Muture_ソーシャル推進事業
muture
PRO
0
110
「UXとUIの違い」v2
shirasu3
0
150
Featured
See All Featured
Understanding Cognitive Biases in Performance Measurement
bluesmoon
29
1.8k
Testing 201, or: Great Expectations
jmmastey
43
7.6k
Chrome DevTools: State of the Union 2024 - Debugging React & Beyond
addyosmani
7
760
Building Flexible Design Systems
yeseniaperezcruz
328
39k
Producing Creativity
orderedlist
PRO
346
40k
Building a Modern Day E-commerce SEO Strategy
aleyda
42
7.4k
CoffeeScript is Beautiful & I Never Want to Write Plain JavaScript Again
sstephenson
161
15k
Cheating the UX When There Is Nothing More to Optimize - PixelPioneers
stephaniewalter
282
13k
Docker and Python
trallard
45
3.5k
How to Think Like a Performance Engineer
csswizardry
25
1.8k
Speed Design
sergeychernyshev
32
1k
Rebuilding a faster, lazier Slack
samanthasiow
83
9.1k
Transcript
Mapping Competitive Advantage with The Kano Model Natasha Popoola &
Tom Prior
Experience Rot
(Over) investing in the wrong areas
Out of control Backlog
The Kano Model
None
Customer Satisfaction
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Basic Expectations
✓ Essential to be competitive. ✓ Customers will be frustrated if they are absent. ✓ Low satisfaction returns for extra investment.
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Satisfiers ✓
Tangible satisfaction returns on customer’s investment. ✓ Execute well to satisfy. ✓ Core, advertisable features of your offering.
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Neutrals ✓
Often over invested, under-validated. ✓ Customers are indifferent to their inclusion/exclusion. ✓ Key area of product bloat. ✓ Learn to say no!
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Delighters ✓
Differentiate you from competition. ✓ A pleasant surprise. ✓ Customers won’t know they need them. ✓ High satisfaction for low investment.
Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Decay ✓
Delighters become Basic Expectations over time. ✓ An ongoing process of product discovery. ✓ Satisfaction at the heart of product development
Workshops Research Competitor Analysis Questionnaires Methods
• Experience rot • Unfocused investment • Messy backlog •
Basic expectations • Neutrals • Satisfiers • Delighters
Thank you Natasha Popoola & Tom Prior