Introduction to the Kano Model as delivered to the South Wales Agile Group in November 2016.

1. South Wales Agile Group
Kano Model 17 December 2015

2. Background

3. History
❖ Professor Noriaki Kano
❖ 1984

4. The Model

5. Satisfaction
Satisfaction

6. Presence
Satisfaction
Presence

7. Basic
Satisfaction
Presence
Basic

8. Performance
Satisfaction
Presence
Performance
Basic

9. Attractive
Satisfaction
Presence
Basic
Attractive
Performance

10. Indifferent
Satisfaction
Presence
Performance
Basic
Indifferent
Attractive

11. Decay over Time
Satisfaction
Presence
Performance
Basic
Indifferent
Attractive

12. Kano Survey

13. 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?”

14. 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?”

15. Matrix
Dysfunctional
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
Functional

16. Matrix
Dysfunctional
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
Functional

17. Matrix
Dysfunctional
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
Functional

18. Reverse
Probably wants the opposite to what we’re offering

19. Questionnable
Probably something wrong with what you’re asking

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

21. 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

22. 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

23. 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

24. 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

25. More Information
❖ Agile Estimating & Planning - Mike Cohn
❖ http://foldingburritos.com/kano-model/