Day 3- Do you know what customers really value in your product?

Do you know what customers value in your product? - KANO Product Framework help define the same.

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In the 1980s, Professor Noriaki Kano developed a system of product development and customer satisfaction to help classify customer preferences and focus business effort.

Kano Model: the 2 Dimensions

• Satisfaction: how satisfied your users are?
• Functionality: how well (or to what extent) a feature is implemented?

5 Types of Features

There are 5 types of features according to this framework:

• Must-be features:?won’t make users satisfied, the best you can achieve is a neutral attitude. However, if you fail to implement these, users will be frustrated. For example The door on a vehicle. Customers want the door to open and close easily, lock and unlock conveniently, and have windows that go up and down without trouble. This is just an expected feature of every vehicle, and customers don't put much thought into it at all. If a car was made with a door that didn't work, however, customers would not purchase that car.

This is not to say that customers 'really want' them, but rather that customers take them for granted.?

• Performance features:?The satisfaction and functionality have a linear relationship: more implementation leads to more satisfaction, fewer results in disappointment. Performance feature when delivered properly, will drive customer fulfillment. If it fails to deliver, customers will be dissatisfied. For example ABS ( Anti Braking System) in the car. , Power Steering.

These items are typically used as part of marketing and talked up to boost sales.

• Delighter features:?these are unexpected features that make users satisfied — the Delighter features will cause increased satisfaction to customers when done, but won't cause dissatisfaction when the feature is missing.

In most cases, these features won't be something that is advertised but rather will be a 'pleasant surprise' when the customer finds it on their own.

These features that are listed under this category are what are most often used to set a product apart from the competition. When a base version of a product is similar no matter what company makes it, it is these attractive qualities that can help to swing a customer to one brand over another. For example BOSE speakers with surround sound in the car which is used in KIA cars, now that is

• Indifferent features: Features something that customers won't care about one way or the other. For example: In a cereal box, for example, an indifferent quality would be the thickness of the cardboard that is used. As long as the box holds the cereal, they don't care how thick it is. Manufacturers need to make this decision based on factors like cost, shipping durability, and more while keeping in mind that the end consumers won't ever give it a second thought.

In most cases, customers aren't even aware of these types of features, and they really dont care.

• Reverse features: Features can cause consumer dissatisfaction, even when done properly. This is typical because not all customers are alike and requires brands to be well aware of their target audience. Smartphones are a good example of this. Adding advanced technology to phones takes a lot of investment, and should be done with the understanding that a portion of the market will be dissatisfied because of the complexities that advanced technologies bring.

And it changes over time! So continue to listen to your customers and the competition

One more interesting aspect of the framework is that it changes over time, a once delighter feature can quickly become a performance or a must-be feature. For instance, 20 years ago it was an awesome innovation that you could take photos with a mobile phone. Now it is a basic need, a general user expectation.