Utilizing Kano Model For Your Next B2B Redesign
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Ideating, designing, and creating B2B product features is an exhilarating experience for every team. There is always a diverse range of ideas and suggestions from teams that could significantly impact the user experience, from the first designs to manufacturing and promotion.
Understanding whether product features make logical and economic sense might prolong your B2B product launch and potentially result in monetary losses if you make the wrong choice.?
This is where Kano Analysis comes in. The Kano model can help you improve your B2B products by allowing you to choose and prioritize feature production according to client inputs.
What Exactly Is The Kano Model?
When a B2B business designs or redesigns a product, they often have a plethora of functionalities to choose from. For example, when a logistics service provider redesigns a product, it may consider improvements in offering a 24-hour delivery instead of 48-hour delivery or real-time tracking to other client companies.
Due to capacity limits, tech B2B enterprises often confront niche product development problems. Creating or upgrading features necessitates the use of development resources. Because there are just never enough resources to build every feature, adjustments to a product roadmap are made.
The Kano Model is a strategy for prioritizing items on a B2B product roadmap depending on their potential to satisfy the end users. Development teams can balance the expenses of implementing a high-satisfaction feature to decide if or not putting it on the roadmap is an intelligent decision. And Kano analysis is a method that can help you improve your B2B product or service by analyzing client responses.
The Five Feature Categories Kano Analysis?
1. Must-Have Features
This category includes client-expected product features. If your B2B product lacks these, it will be deemed inadequate or unsuitable. Must-have features are necessary and anticipated, yet having them will not boost client experience or induce discontent, but again not having them will provoke discontent. These features are required, or the product will struggle.
Examples:
– 24-hour delivery for logistics services
– Ability to check prices on an e-commerce website
– Productivity features in a project management tool
2. Performance Features
Add-ons that clients demand are included in the performance category. These features enhance the B2B product’s appeal to clients. A high number of performance features usually leads to higher client satisfaction. Therefore, they are regarded as one-way since they boost client satisfaction and product functionality.
Examples:
– Multiple payment options on the e-commerce website
– Festive Discounts on appliances
– Excellent fuel efficiency in vehicles
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3. Attractive Features
These are features that induce positive experiences for clients. They can, however, lead to disappointment if not available in the product, especially if you are operating in a competitive market. Such features often need to be continuously developed to keep clients excited and interested.
Examples:
– AI-based customer service chatbot
– Augmented reality features on e-commerce website
– AI-powered personal assistant on a productivity app
4. Indifferent features
These features usually have no impact on client satisfaction and are deemed to be surplus to requirements. Additionally, they might be necessary for a product but do not add to the client’s experience or have any effect on their satisfaction.
Examples:
– Color selection on a logistics platform
– Navigation menu on an e-commerce site
– User profiles in a project management tool
5. Reverse Features
These are features that induce negative experiences in clients. Poor design, slow loading times, and clunky user interfaces can all lead to client disappointment. Such features should be avoided and actively removed from the product design.
Examples:
– Poor customer service on a logistics platform
– Hard-to-navigate menus on an e-commerce website
– Buggy user interface in a project management tool
It’s crucial to note that not every B2B product feature easily fits into a category, which is where surveys come in. Independent Kano studies must be performed for each intended audience to analyze them appropriately. Remember that functionalities that were intriguing ten years ago may now be fundamental, must-have features.
In our next article let’s look at the best practices to perform Kano Analysis In B2B redesign.