Getting Started-using the Kano model to prioritize requirements

In agile estimates and planning, this model is specifically described in the chapter on prioritizing priorities, which can serve as a reference for us to prioritize requirements. The Kano model defines three levels of customer demand: Basic requirements, expected demand, and exciting requirements. These three requirements are categorized by performance indicators as basic factors, performance factors and incentive factors.

Customer satisfaction Model http://www.aliyun.com/zixun/aggregation/33280.html ">kano Basic requirements: The customer thinks the product must have" attributes or functions. When its characteristics are not sufficient, the customer is very dissatisfied, when its characteristics are sufficient, the customer satisfaction is not much impact, the customer is at best satisfied. For example, as long as the hotel bathroom meets my basic needs, I do not care about the countertop is made of what material. Expected demand: the product or service required to provide better, but not the "must" product attributes, some of the expected demand even customers are not clear, but they want to get. Customers usually talk about the desired demand, and the expected demand is called linear demand, and the more demand the better. The more the linear requirement is achieved in the product, the more satisfied the customer is, and the customer is dissatisfied when the demand is not satisfied. Therefore, the price of a product is usually related to the linear characteristic. If the hotel has fitness equipment, I will be more happy, compared to the hotel without such equipment, I will probably stay here next time. Exciting demand: Provide customers with a number of completely unexpected product attributes, so that customers produce surprises. The excitement and surprise spots are often a requirement not understood by the user, and customers do not know they need them until they see them. When the feature is not sufficient, and is irrelevant to the characteristics, the customer does not matter, when the product provides such requirements in the service, customers will be very satisfied with the product, thereby improving customer loyalty. This kind of demand can add extra price to the product. Assess Requirements Type

In applying this model, it is necessary to note that as time progresses, functionality moves down in the model. For example, mobile phone color is expected before, and is already necessary. So the proper categorization of requirements is very important. The easiest way to use the Kano model is to consider each topic or story and discuss the types it belongs to. We can design a questionnaire to survey users. Kano suggests sorting by asking two questions about a feature: One question is how users would feel if there was a feature in the product, and the other question was how users would feel if the functionality didn't exist. Answer each question with a 5-point metric:

I hope so I expect so I have no opinion I can endure so I don't want this

After investigation, according to the classification matrix of the following graph, the problem is categorized to determine the type of requirement.

Analysis of

Kano model

These 3 different types are shown in the following illustration:

As can be seen from the diagram,

right down ARROW: once a certain number of required functions have been achieved, it is no longer possible to increase customer satisfaction by adding such features. No matter how much additional functionality is required, customer satisfaction will not exceed the midpoint. Upper left Arrow: just to achieve a part of the excitement can significantly improve customer satisfaction, which is why the enterprise to pursue excellence as one of the values of enterprise in the middle of the arrow: the expected increase in function and customer satisfaction is linear growth, so the more the more the better

Through the above analysis, we will treat these three types of demand separately:

for the functionality that must be done, it needs to be done when the product is released, but it is not required to be developed at the time of the first iteration. Complete as many linear requirements as possible if time permits, at least a small number of excitation point priorities should be identified and included in the release plan

MORE: Business Analytics and requirements. pdf

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