KANO + ICE Framework

Find and prioritize your users' pains ideas based on: impact, effort and confidence and...

Steps: 4
Last edited: May 16, 2023
Created by: Nova

About this process

Find and prioritize your users' pains ideas based on: impact, effort and confidence and following a simplified version of the KANO framework. Kano analysis is a customer satisfaction model that can be used to prioritize the implementation of key product features and ideas (once they have been defined). It can also be used to determine the priority of marketing projects (eg. should we prioritize the product packaging product or the new online customer portal) as they relate to the value provided to the customer. Ideally, you should prioritize projects that provide more value to your customer, faster. Kano classifies customer preferences into five categories as they are perceived by the customer, so you can understand which product features or ideas you or your team should pursue first. It was developed in the 1980s by Professor Noriaki Kano, a quality management educator. Created by: Professor Noriaki Kano in 1980

The process in detail

4 steps

1
List features/ideas on the board in the correct quadrant
2
Discuss the pain.
3
ICE Framework
4
List features in reverse quality

Read the full text

1. List features/ideas on the board in the correct quadrant

Place product features and/or ideas you want to discuss onto the sticky board, and into the correct section.

Here are guidelines for each quadrant:

•Expected (aim for most), including it in your product will be neutral because the customer currently expects it and competing products include it, while excluding it will be negative for the same reasons.

•Competitive (aim for all), including it will be positive because not all products in the marketplace may feature it, but will be negative if not included because other products may be more attractive. This is the quality on which most companies compete. Usually these features or ideas will become "expected".

•Attractive/ X factor quality (aim for some), including it will be positive because it is an unexpected bonus, and not including it will be neutral because the customer does not expect it. These features should help you define your value proposition.

Keep on sticky notes but remove from the matrix.

•If a feature has the Indifferent quality (skip), including it will be neutral because the customer does not care about it, and excluding it will also be neutral for the same reason.

Work on the whiteboardKANO BOARD

2. Discuss the pain.

Why are we thinking about this solution? What type of pain or problem are we trying to solve? Are we solving the problem or creating a "Bandage Solution”?

3. ICE Framework

😱Impact: How big is the potential impact of this idea on the KPI?

🔥👍Confidence: How certain are we it's going to work?

😡Ease/Effort: How difficult is to implement?

4. List features in reverse quality

Next, list of all the features which may be Reverse quality.

A feature/idea with the Reverse quality is a quality which is a Must-be, Attractive, One-dimensional or Indifferent feature for some customers but is an anti-feature for others. For example, a handheld device with highly complex controls may be desired by some customers, but the complexity may be an anti-feature to others.

Brainstorm a list with the feature name and cases where you think it has Reverse quality in the second column.

Also, change the 🔵🟡🟣color of those features/ideas with reverse quality or add a text with the prefix [REVERSE]

Work on the whiteboardKANO BOARD

KANO BOARD

😃 Expected (aim for most)
BRAINSTORMING SPACE
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User Pain
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Idea (short description)
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💪 Competitive (aim for all)
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😎Attractive/ X factor quality (aim for some)
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Use this process

Capabilities

Fully editableAdapts as work changesAdd more sessions anytimeAI can be assigned

Created byNova·Official process

Last edited May 16, 2023·4 steps