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"Applying the
Kano Model to User Experience Design"
UPA - Boston, Spring 2004
Download
- May 12, 2004 Presentation for Boston Usability Professionals Association Mini-Conference
Abstract
User
Experience Architects form a multi-disciplinary community of professionals.
Our work responsibilities vary perhaps even more widely than our job titles.
A common thread that unites us is that we're often deeply involved in
research activities to analyze user needs and business goals. Research
and analysis is the fun part. The challenging part is synthesizing the
resulting volume of data and presenting it in a form that clients, who
often know little about user experience concepts or interactive product
design, can easily understand and use to make solid decisions with.
The field of user experience is young and we as practitioners are still in the process of creating or adapting tools to suit our needs. Well established fields like HCI are rich sources of ideas and methods. But fields even further out also have much to offer.
In that spirit, this talk will introduce a tool that is commonly used in the world of business analysis, especially with TQM and Six Sigma quality improvement projects. I will discuss how my colleagues and I used the Kano Model to communicate the results of our user needs and business analysis at the request of a large banking client. I will then demonstrate how to apply the Kano Model to a real world example.
My hope in giving this talk is not only that the user experience community will experiment with the Kano Model as a project analysis and client communication tool, but that we'll also begin looking more actively in other fields for ideas and methods that we can adapt to suit our own needs.
Bio
Mr.
Hand has an M.S.I. in Human-Computer Interaction from the University of
Michigan School of Information. His first job out of graduate school was
working as an Information Architecture consultant with Louis Rosenfeld
and company at Argus Associates in Ann Arbor, MI. Coming to Boston in
2000, he worked as a User Experience Architect for Answerthink focusing
on information architecture and usability testing. Mr. Hand's current
day job is a project manager for the Massachusetts Office of Medicaid,
but in the evenings, he has been busy programming the "Magic IA Tool"
for his software company, FloSpace. Mr. Hand enjoys exploring ethnic restaurants
in Boston and international travel, a product of his living in the Japanese
equivalent of Vermont for three years in the mid-90's teaching English.
Useful Links
This
is a sampling of articles I found helpful. Do a search at Google or your
favorite search engine on the term "Kano Model" for a slew of
additional articles and presentations.
- The Kano Model: How to Delight Your Customers, Sauerwein, E., Bailom, F., Matzler, K., Hinterhuber, H. International Working Seminoar on Production Economics, Innsbruck/Igls/Austria, February 19-23, 1996, pp. 313-327. (PDF) An excellent introductory article on the Kano Model; includes techniques for data gathering and analysis.
- Evaluating Customer Satisfaction with Media Products and Services: An Attribute Based Approach, Jacobs, R. European Media Management Review, Winter 1999. An excellent case study of applying the Kano Model to a research project involving a cable company. Discusses the research methodology in detail and includes a good overview of the Kano Model.
- Special Issue on Kan's Methods for Understanding Customers, Center for Quality of Management Journal, vol. 2 no. 4, Fall 1993. A comprehensive set of articles on the Kano Model. Very academic.
- Working With the Kano Method, Quirk's Marketing Research Review, May 2000. A good, brief article (3 pg.) by experienced consultants.
- Kano Model, Housworth, G. DEN Discussion List Archive, May 16, 1998. A posting which provides an interesting nugget of information on the origins of the Kano Model.
- TRIZ Within the Context of The Kano Model, Ungvari, S. The TRIZ Journal, October 1999.
- CUPID Project: Kano Model Critique, International Ecotechnology Research Centre, School of Industrial and Manufacturing Science, Cranfield University.
- Kano Model Analysis, Design Toolbox, Engineering Design & Communcations, University of Calgary. (PDF)