Su Jie: Re understand KANO model

Su Jie: Re understanding of KANO model

Try to combine KANO with your own understanding Model Localization translation, I hope it is useful for everyone in the process of making products.

KANO model

The above figure is the original model. Now let me change the statement. The three curves are understood from the perspective of "function".

The bottom curve is called“ Basics (Function) ", When there is no product, the user cannot accept the product. If there is one, the user will not praise you. The user will feel it is reasonable 。 Therefore, it must be done, also called“ must have ”， No matter how high the cost is 。 In the function list, this function does not need to participate in pk, such as making phone calls and sending text messages. Of course, it may not be many years later.

The top curve is called“ Highlights (Function) ", When they didn't have it, the user didn't expect it. After they had it, the user would be full of praise, wow , Surprise 。 For example, the fingerprint identification of mobile phones solves the contradiction between security (more complex passwords, certificates, external hardware, etc.) and convenience. The features of the highlight function enable us to have a knack when choosing "what to do"—— Select low cost features to realize , such as Apple's breathing lamp? Don't spend too much time to make a bright spot - unless you are in the "research center, innovation center" of a large company. Whether the highlights you think can light up users depends on luck. Compared with the following function, it is more like early investment.

The middle one is called“ expect Function ", the curve is relatively flat, also called“ nice to have ”, which reflects the limitations of user research, If we simply ask the user, we can only get the "expected function" Why? Because the basic users think that you must have it and will not mention it, but the highlights are unexpected. What should we do to make our products more plump? Basic functions, we say, depend on product manager To make up for If you are a mobile phone operator, you must know that the mobile phone must be able to make calls; and Highlights depend on the understanding of user needs, scenarios and humanity That's what we often call "creating demand". In fact, you just explore the deep needs of users and create a solution.

The basic functions can only eliminate dissatisfaction, but can not bring satisfaction. The importance of highlights is that only when there are, can there be word of mouth The concept of, no highlights of the product, will only be used by people, no word of mouth.

One The categories of functions change over time, generally from highlights to expectations to basics For example, the color screen and ringing tone of mobile phones were bright spots more than a decade ago, but no one has mentioned them today. It is also the source of human innovation and progress.

Original author: iamsujie product manager Author: Su Jie)