As a product manager, you will encounter various requirements in your daily work. How to organize these requirements and determine which requirements need to be done immediately and which can be postponed. This is a very important point for the product manager. To allocate, then how should it be allocated? The KANO model is one of the ways to prioritize requirements. Today, let’s introduce how to use the KANO model to prioritize requirements.
1. KANO model concept
The KANO model, the Kano model, is based on the analysis of the impact of user needs on user satisfaction. The Kano model classifies the quality of products and services, including essential attributes, expected attributes, and attractive attributes. And indifference attributes.
Essential attribute—pain point demand: When this demand is optimized, user satisfaction will not increase, when this demand is not provided, user satisfaction will be greatly reduced.
Expected attributes—itchy demand: When this demand is provided, user satisfaction will increase, and when this demand is not provided, user satisfaction will decrease.
Charm attribute-exciting point demand: when this demand is provided, user satisfaction will be greatly improved, if this demand is not provided, user satisfaction will not be greatly reduced.
Undifferentiated attribute-futile demand: Whether this demand is mentioned or not, the user's satisfaction will not change, that is, the user does not care at all.
Reverse attribute—junk demand: the user does not have this demand at all. If this demand is provided, user satisfaction will decrease.
2. Model play
The KANO model analysis method is mainly to conduct research through standardized questionnaires, classify the attributes of various factors according to the survey results, and solve the positioning problem of demand attributes according to the corresponding relationship between attribute classification and demand, so as to improve user satisfaction.
1. Design the questionnaire
The KANO questionnaire must be designed from two dimensions: the degree of satisfaction when it is provided and the degree of satisfaction when it is not provided. The degree of satisfaction is generally divided into 5 levels: very satisfied, satisfied, fair, dissatisfied, and very dissatisfied. Because people's satisfaction is often gradual rather than sudden.
2. Conduct research
Select a part of the target users to conduct research, of course, it can be in the form of questionnaires or face-to-face interviews. For the objectivity of the results, theoretically, the users surveyed must not be too few, and they must be representative.
3. Organize the data
Recycle the questionnaires, discard the same questionnaires and incomplete questionnaires, and consider the rest as valid questionnaires, which are then classified according to the following table:
4. Multi-demand sorting
In order to see the classification results more intuitively and to sort the priority of similar requirements, the data can be further calculated, the Better-Worse coefficients can be determined, and the scatter plot can be drawn in combination with the four quadrants.
The overall rule is: Excluding "indifferent and reverse demand", the priority ordering rule for different types of demand is "necessary type> expectation type> attractive type", and the priority ordering rule for similar requirements is "the higher the better value" , The higher the priority".