Product Management View
2009-09-23
Scott Sehlhorst, Tyner Blain
KANO ANALYSIS
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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About the Author
• Founded Tyner Blain 2005
• agile Product Manager / Product Owner
• 12 Years in Software
– Product / Program Management / Ownership
– Business Architecture / Analysis
– Technical Consulting & Consulting Mgmt
– Developer, Architect, Pre-sales
• 8 Years as an Electromechanical Design Engineer
• BSME Carnegie Mellon 1990 (yes, I’m old)
• @sehlhorst on Twitter
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Agenda
• Kano’s Roots
– Where Kano Started
– How Kano Works
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
• Kano for Product
Managers
– How We Can Use Kano
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Why Does Kano Exist?
• Professor Noriaki Kano Developed the Model
• Created As Framework to Analyze Features
– Insights Into Customer Satisfaction
– Make Informed Design Decisions (Tradeoffs)
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Intro to Kano
• A Model for Classification
– Must Be / Must Not Be
– Indifference
– More Is Better
– Customer Delight
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Must Be
• Threshold Capability
• Table Stakes
2009 -09-23 Product Management View: Kano Analysis
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Indifference
• Nonplussed
2009 -09-23 Product Management View: Kano Analysis
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More Is Better
• Marginal Utility
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Customer Delight
• Exciters
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Kano Model
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•
•
•
Must Be
Indifference
More Is Better
Customer
Delight
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Kano for Product Management
• A Feature Focus is Backwards
• …But Kano Can Be Used to Understand
your Market Problems
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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How Product Managers Can Use Kano
• Apply it To Understanding Market Needs
– How do Personas Perceive Problems?
– How is Your Competition Engaging?
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Must Be
• External Forces
• Boolean Criteria for Go-To-Market
– Compliance W/ Regulations, Laws, Policies
– Acceptance Criteria
– Security
– Integration W/ Other Applications
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Must Be
• Internal Choices
• Market Strategy
– Must Provide Solution to Problem X
– Must Match Capability of Competitor Y
– Must Satisfy Buyer Perception Z
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Indifference
• Solutions to Non-Valuable Problems
– Might Be Valuable to Someone,
Just Not Your Target Personas
• May Be Innovative, But Also Irrelevant
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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More Is Better
• Cell Phone Talk Time
• More Relevant Search Results
• Fuel Efficiency
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Realistic More Is Better
• Diminishing Returns
– More More Is Less Better
2009 -09-23 Product Management View: Kano Analysis
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Extreme More Is Better
• Incremental Improvement Until Tipping Point
– Enough More Redefines Market
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Extreme More Is Better
• Extremely Favorable (Low)
Pricing
– Market Disrupting
• Normal Pricing
– More favorable pricing is Better
• Extremely Unfavorable (High)
Pricing
– Must (Not) Be For A Given Market
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Customer Delight
• Disrupts the Market.
– “Creates” and Solves A
“New” Problem
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
1. McDonalds & Dunkin
Donuts – Just Coffee
2. Starbucks – Premium
Experience
3. McCafe – Premium
Experience & Speed
4. Dunkin Donuts – Creating
Starbucks / Krispy Kreme
Hybrid
5. Starbucks – Considering
Mimicking McDonalds
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Customer Delight
• Blue Ocean Hook – Find An Unsolved Problem
and Delight Customers With Solution
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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But Which Customer Is Delighted?
Physically Easy to Use
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9
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4
3
2
1
0
Single Parent
Housekeeper
Office Cleaner
Kid (Doing
Chores)
Homeowner
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
Retiree
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Customer Delight Disrupts the Market
• Amazon Kindle
– ‘On Demand’ Ordering
– Read on Many Devices
• Customer Delight
Opportunities for
Amazon
• Became Must Be
Problems for their
Competition
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Market Strategy
• Understand Your Personas (User and Buyer)
– Who Cares About This Problem?
– How Do They View This Problem?
• Understand Your Competitors
– How Do Their Solutions Compare?
– How Should We Approach This Problem?
• Market Disruption
– Where are Customer Delight Opportunities?
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Recipe for Using Kano
• Create ‘Blue Ocean’ Map of What Target
Personas Care About
• Classify Those Problems
• Plot Competitive Offering
• Plot Your Current Solution
• Identify Desired Plot (Strategy, Priority)
• Gaps Inform Product Roadmap
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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Thanks Very Much!
• Any Questions?
• Scott Sehlhorst, Tyner Blain
• http://tynerblain.com/blog/
• @sehlhorst
2009 -09-23 Product Management View: Kano Analysis
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References
Where Kano Came From
http://en.wikipedia.org/wiki/Kano_model
http://www.isixsigma.com/dictionary/Kano_Analysis-263.htm
Kano and Prioritization
http://tynerblain.com/blog/2006/02/27/prioritizing-software-requirements-kano-take-two/
http://www.pragmaticmarketing.com/publications/magazine/4/3/0605ss
http://tynerblain.com/blog/2006/04/06/epicenter-software-design-37signals-applies-kano/
What’s Up with Starbucks, McDonalds, and Dunkin Donuts
http://www.forbes.com/2007/02/26/starbucks-dunkin-donuts-biz-cx_tvr_0227starbucks.html
http://findarticles.com/p/articles/mi_m3190/is_3_42/ai_n24238073/
2009 -09-23 Product Management View: Kano Analysis
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
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