Editor's Note: The KANO model is a useful tool for classifying and prioritizing user needs invented by Professor Noriaki Kano at Tokyo Institute of Technology, based on the analysis of the impact of user needs on user satisfaction, reflecting the nonlinear relationship between product performance and user satisfaction. Starting from the KANO model, this paper analyzes the product design satisfaction factors of B-side customers.
background:
The gold cup and silver cup are not as good as the customer's reputation. Customer satisfaction means that the customer's experience meets or even exceeds expectations, and the product design can gain the praise of customers.
The focus of the product design team has gradually expanded from the functional research of competitors to understand customer goals and hierarchical customer needs.
Customer satisfaction with product design refers to the process of improving the product, collecting the target consumer's expectations for the product, delivering in stages to meet the requirements of customers at different levels, and establishing a good reputation for the product.
The first part of the article introduces a customer satisfaction model, taking Haidilao as an example to explain the hierarchical needs; the second part is based on the customer satisfaction model, talking about the thinking on customer satisfaction in the design of customer satisfaction in the practice of to B. The third part extends the role of the demand hierarchy in the product life cycle.
Customer satisfaction model: Differentiate treatment of different needs of target consumers.
The KANO model was first constructed by Noriaki Kano to solve the problem of improving products and corporate services by introducing a two-dimensional model of satisfaction. He divides the factors that affect satisfaction into five categories, including: basic needs, desired needs, excited needs, undifferentiated needs, and reverse demands.
<h1 toutiao-origin="h2" >, from the KANO model - analyze customer satisfaction</h1>
In the KANO model, consumer needs are divided into 5 layers:
<h2 toutiao-origin="h3" >1</h2>
It is a function that users take for granted, and this kind of need helps users solve problems. If the basic needs are not met, the user will be very dissatisfied; if the basic needs are met, the user will think that the product should have, and will not produce satisfaction.
<h2 toutiao-origin="h3" >2</h2>
Expect demand to be positively correlated with customer satisfaction. The more expectations are met, the more user satisfaction with the product increases. Because the desire is the icing on the cake, if the user's expectations are not met, there will be no negative emotions.
<h2 toutiao-origin="h3" >3</h2>
Refers to the need to surprise users. Exceed user expectations, or even beyond cognition, so that users are amazed and lead the trend in the industry.
<h2 toutiao-origin="h3" >4</h2>
The sense of presence is weak for the user, and the user is not very concerned. Even if multiple scenarios are offered, users will not be particularly satisfied with one scenario. Needs that do not require undue attention in product design.
<h2 toutiao-origin="h3" >5</h2>
Reverse demand is negatively correlated with satisfaction, and the more you do it, the more dissatisfied the user becomes. The explanation from the above is more abstract, and the following uses Haidilao as an example to interpret the 5 layers of requirements.
<h1 toutiao-origin="h2" > second, how to achieve customer satisfaction in Haidilao</h1>
Haidilao's service has a good reputation and diners have a high evaluation. If you haven't eaten it, you'll be overrun by your friend Amway. It is a restaurant that foodies like, and it has a high score in the software of group purchase, ordering, and takeaway life service.
With the services that Haidilao feels and sees, we analyze how Haidilao responds to these 5 types of needs.
<h2 toutiao-origin="h3" >1. Basic needs: delicious dishes, hygienic and safe</h2>
Haidilao is a hot pot, a standardized ingredient. No chef is required to cook, so the taste of the storefronts in different areas is basically the same, ensuring that the dishes are delicious. Optional pot bottom and rich self-service dipping sauce to meet the different tastes of the north and south, the definition of delicious.
Safety and health, clean dishes, clean dining environment, full of spirit of service staff, see micro-knowledge, strict control of hygiene (although there have been reports of health problems before, in comparison, everyone is still more assured of Haidilao).
<h2 toutiao-origin="h3" >2. Desired demand: larger dishes, lower unit price, more new dishes</h2>
Spending less money and buying more things is a simple view of consumption.
The average price is basically 95 (look at the review site to get out), compared to other Internet celebrity restaurants, the price is not high, this price is affordable in first-tier cities. Compared with hot pot restaurants with similar consumption levels, the amount of dishes is also advantageous, and there are a large number of free snacks.
Haidilao will also launch new products on a regular basis, and members will continue to sell new products with good feedback; feedback is general, and this new dish will not be listed in the future.
<h2 toutiao-origin="h3" >3</h2>
Haidilao can always bring you unexpected surprises and is very good at creating exciting demand. Bring children or pregnant women, will give children's toys, high quality, can rest assured to play for children.
Bring a cake and you will be given birthday carts, light signs, birthday songs, and a full sense of ceremony; during the festival, gifts will be given at each table; braised noodles and handsome little brother ramen dances will be arranged for you; and if you are lucky, you will also encounter a face-changing performance.
These services have nothing to do with eating hot pot, exceeding the expectations of diners, but for the dinner social, it can enliven the atmosphere and create a warm and happy life scene.
<h2 toutiao-origin="h3" >4</h2>
Haidilao has a large screen in the upper space to play how to make food. This screen has little to do with eating, and because it is not in the head-up range, it is often ignored, even if it is replaced with a landscape painting, it has no effect on diners.
<h2 toutiao-origin="h3" >5. Reverse demand: control the pace of dining</h2>
Speeding up the pace of dining is the appeal of merchants, which can improve the turnover rate and achieve greater profitability. During meals, the clerk will help customers to order, speed up the pace of eating and recycle empty plates, so that space and items can flow more quickly.
This is undesirable for diners:
One is that the attribute of the hot pot is a dinner party, which is a social activity for diners and does not want others to disturb them; the second is that there will inevitably be an unsightly eating appearance when eating, and diners hope to be free to eat freely, and there have been people observing themselves next to them, and they will feel uncomfortable.
And too much interference with the meal will make customers feel embarrassed, the rest of the package, or eat here?
< h1 toutiao-origin="h2" > third, review the KANO model</h1>
Basic needs: As far as catering is concerned, it is not delicious, it will not come again next time, it is not safe, and I dare not come later. Only good food and safety can bring satisfaction.
Expectations and satisfaction are linear, and the more they are met, the higher the satisfaction.
The demand for excitement is an exponential relationship: it can surprise customers. However, when the number of times the excitement need is met, it may be converted into the desired demand, and it is important to establish the trigger principle, if it does not meet the principle, there is no corresponding surprise, then the customer will not be unreasonable.
Undifferentiated demand is irrelevant, users are not very attentive, and will not affect satisfaction.
Reverse demand is negatively correlated, and the realization of such demand makes the customer dissatisfied.
What are the inspirations for customer satisfaction: Looking for factors that affect customer satisfaction in daily life, we found that it is not simply positively correlated with demand. For the design team, it is necessary to carefully analyze the business requirements, understand the customer goals and business scenarios as much as possible, make detailed requirements layering, and reduce the design of undifferentiated and reverse requirements.
Here are some thoughts when connecting with customers.
<h2 toutiao-origin="h4" >1. Step 1: Research and build a customer profile</h2>
The antecedents and consequences of the business, the understanding of the business scenario is more important than the business knowledge. Because the business scenario is a specific group of people to complete the specified task, only a part of the comprehensive knowledge will be used. Business knowledge is a complex knowledge structure of the system, with large volume and slow absorption.
For example, when searching for a product, it is more important to know the customer profile than to know the search knowledge.
Know the customer's hardware device, design a matching page response; understand their familiarity with the Internet, weigh the degree of visual display function; investigate usage habits, observe customer operation processes, such as initiating a search, is used to using keyboard enterer or click on the search icon to initiate a search and so on.
Customer portraits help with design decisions that deliver visual and interactive customer satisfaction.
In contrast, the regular expressions and correlation factors in the search knowledge are the knowledge burden for the business scenario, and the customer pays more attention to the results they want to search for, and does not care about which technologies are used. Be fully prepared in the early stage, and be able to navigate the customer with ease.
<h2 toutiao-origin="h3" >2. Step 2: Proper design concept</h2>
Different business lines, different user groups, large differences in cognition and background, want to stand out from the competition, the design requirements are also different.
Understand and keep up with customer perceptions and meet customer expectations.
Tool-based products, the design process, and the design of it as a tool to be used every day, naturally focus on ease of use and humanization.
When the market has educated users very smartly, seizing the excitement will bring more attempts and opportunities for products. It is also possible to trigger new trends in the industry.
In short, we respect and implement the customer's habits, and retain the design concept according to local conditions.
<h2 toutiao-origin="h3" >3. Step 3: Respond positively to the solution</h2>
The first is to simulate customer usage scenarios in advance, look for the crux of the problem, find problems, and think about 2-3 options, find opportunities, ask target customers for opinions and correct the final plan.
The second is to face a rational customer, be able to clearly describe the problem, and clearly inform the expectations. What we can do is polish the functional design to meet the customer's desired needs.
Some of the needs also exist in the customer's view is "basic needs", but from the comprehensive consideration of the project, meeting the "basic needs" is costly, and it should provide achievable alternatives to avoid delaying cold treatment, or even letting customers find their own ways to solve, resulting in low satisfaction and eventually losing customers.
<h2 toutiao-origin="h3" >4. Step 4: Control the process and details</h2>
In the process of splitting requirements, the design team needs to figure out what problems to solve for the customer. Deliver solutions with logic and clarity about how they help the business.
In addition, usually do more design ability reserves, think clearly about the details, and do not leave the problem to programmers and customers.
<h2 toutiao-origin="h3" >5. Step 5: Expected gap</h2>
Whether it is questioned or affirmed, it is faced with a positive and full attitude.
After the optimization and change, customer satisfaction is significantly improved, the need to review the experience, recorded as the project results; if there is no improvement in customer satisfaction, do not be discouraged, because most of the time the design is indirect contact with customers, transmission may cause comprehension deviations, and strive for direct communication with customers.
Author: Qing Steam; WeChat public account: the charm of design
This article was originally published by @Qingsheng and is not reproduced without permission
The title image is from Unsplash, based on the CC0 protocol.