1. Analysis background introduction
KANO Model was proposed by Noriaki Kano, a
Japanese quality management expert, in 1980. It is used to help enterprises
understand customers' needs for products or services, and to design and
optimize products according to the different characteristics of customer needs.
The KANO model divides the characteristics of products or services into five
categories based on different types of customer needs.
2. Statement of key issues
Questionnaire design form
Evaluation model
3. Analyze the plan
3.1 Determine key data indicators.
Explanation of indicators:
|
Serial
number
|
Name
of the indicator
|
Paraphrase
|
Analysis
angle
|
|
1
|
Basic
(Necessary) Needs (Basic Needs)
|
If
the customer is satisfied, it will not be particularly satisfied, but if it
is not satisfied, it will cause dissatisfaction.
|
These
are the needs that customers take for granted. If they are not satisfied,
customers will feel very dissatisfied. For example, it is a basic requirement
for smartphones to make calls. Without this function, customers will think
that the product cannot be used.
|
|
2
|
Expectations
(Performance Needs)
|
The
higher the satisfaction, the higher the customer satisfaction; the more
satisfied, the more satisfied the customer is.
|
This
kind of demand is the characteristic expected by customers in the use of the
product, which is usually related to the performance, function, quality, etc.
of the product. For example, the battery life, camera pixels, processor
speed, etc. of mobile phones, customers expect them to perform at a certain
level.
|
|
3
|
Excitement
Needs
|
These
characteristics often exceed customers' expectations and can significantly
improve customer satisfaction.
|
The
excitement demand is that customers do not have clear expectations, but if
the product provides these functions or features, it will make customers very
surprised and extremely satisfied. For example, with the addition of unique
AI assistants and innovative photography functions to smartphones, customers
will be very excited without requirements.
|
|
4
|
Indifferent
Needs:
|
There
is no significant impact on customer satisfaction, and enterprises can ignore
these characteristics.
|
This
kind of demand is irrelevant to customers. Whether it exists or not,
customers will not pay special attention to or care about it. For example,
some additional functions or design elements may not have a significant
impact on some customers.
|
|
5
|
Reverse
Needs:
|
If
there are too many such features, it may lead to customer dissatisfaction.
|
This
kind of demand is that customers have a clear aversion to certain
characteristics, and too many or inappropriate characteristics may lead to
customer dissatisfaction. For example, some customers may not like the
excessive personalization of their mobile phones or too many pre-installed
applications.
|
3.2 Power BI Visualization Scheme
Note: The DEMO page data is simulated data,
which is for reference only to the analysis angle and Power BI function
display, and does not involve any actual business data.
4. Analysis and interpretation
No differential requirements (5 items):Users' satisfaction with such needs will not change by the
availability of functions.
Expected requirements (2 items):User satisfaction increases linearly with the improvement of
functional performance.
Excited needs (3 items):Providing such functions will significantly improve user
satisfaction, but users will not pay special attention to them when they are
missing.
Essential requirements (2 items):It is the basic expectation of users. If it is missing, it will lead
to a significant decrease in satisfaction.
5. Application effect
Based on the above analysis of the KANO
model, it helps product developers understand the types and priorities of user
needs, and provides a basis for product design and optimization.
Analysis suggestions:
Give priority to meeting the necessary
needs and ensure the perfect basic functions.
Pay attention to exciting needs to improve
user satisfaction and product competitiveness.
Reasonably allocate resources and gradually
optimize the expected needs.
No differential demand can be appropriately
simplified to avoid waste of resources.