Andriy Korol "What is the next great feature you have to implement? Kano model and Unit economy rules for decision making"
1. What is the next great feature
you need to implement?
Kano model and Unit economy rules for decision making.
2. • Product Manager @ EduNav (leader in Ed Tech USA)
• Ex-CTO @ Cardiolyse (Best Ukrainian Startup’2016)
• 20+ successful projects – manufacturing, logistic, IT, healthcare, energy.
• Co-founder in two companies – in logistic and project management
• Author of product management course - ProductMan.
Andrei Karol
3. Students graduate. And sooner.
Institutions improve KPI’s and optimize course offerings.
Real-time navigation to graduation
Re-plan
Re-plan
4. The problem: student completion
Source: OECD
$37,172
average amount of
student loan debt upon
graduation
* First time, full-time undergraduate students
2-YEAR ASSOCIATE
5%
graduate in two years*
4-YEAR BACHELOR’S
20%
graduate in four years*
Building the optimal educational plan:
Billions of possibilities
Unique student
profile
(goal, academic history,
changes, past mistakes,
failures)
1000s
of courses
10,000s
of sections
1 counselor per
400 students
5. The problem: high “fixed costs” with significant inefficiencies
PERCENTAGE OF
OPERATING BUDGET SPENT
ON ACADEMIC RESOURCES
37%
$23.7B
estimated annual
impact if average
course fill rate
increased to 70%
Estimated annual savings
with 70% average course
fill rate
AVERAGE COURSE
FILL RATE
62%
6.
7.
8. EduNavEduNavEduNav
SmartPlan
Optimal plans
Analytics
Forecasts
Degree Audit Data
Requirements Exceptions
SIS Data
Academic History
(Transcripts)
Declared goals
Class Schedules
(Seat availability)
Pre/co-requisites
Permits Holds, and more…
Advisor Knowledge
Rules Recommendations
Student personal circumstances
Goals
(major, minor, xfr)
Schedule constraints
Target Credits
(part-time)
Personal preferences
Why it’s difficult?
11. Kano model principals
• Value attracts customers
• Quality keeps customers and builds
loyalty
• Innovation is necessary to
differentiate and compete in the
market
15. Basic Expectations
• Kano Model focuses on users’ basic
expectations first: features that
constitute the baseline and that
every product in the genre has.
• From a customer’s perspective,
threshold features are either present
or not.
16.
17.
18.
19. Basic Expectations. Take away.
• Be on the lockout for failed
and missed expectations.
• Missing a basic expectation
causes extreme frustration.
• Lots of missed expectations
opens door for competitors.
21. Performance Features
• Carefully evaluated by the customer
and taken into consideration when
making a purchase.
• Increase your customer’s satisfaction
if you implement them better.
30. Performance Features. Take away.
• Carefully curate features to
match the experience vision.
• Prune out experience rot with
each release.
• Just because you can doesn’t
mean you should.
31. Excitement Features
• Users do not anticipate them.
• Delight is over-delivering and performing the unordinary.
• Surprising customers with a delight attribute may cause
their over-excitement with the product!
43. Excitement Features. Take away.
• Pleasure is least expensive.
• Flow. Keep it simple stupid.
• Meaning is hardest to do well.
“Innovation is not adding new inventions,
innovation is adding new value”
45. Indifferent Features
• Indifferent features don’t evoke
any feelings in the customers
regardless for their presence or
absence
• We can make the right features
answering the right problem yet
make them too complicated for
users to understand.
48. Applying the Model
Kano Questionnaire based on asking two pairs of questions:
Functional:
“How do users feel if they have the feature?”
Dysfunctional:
“How do users feel if they didn’t have the feature?”
49. •I like it
•I expect it
•I’m neutral
•I can tolerate it
•I dislike it
50. Kano Model Mapping
User expectations
How do you feel if you DON’T HAVE the feature?
I like it I expect it I’m neutral I can tolerate it I dislike it
How do
you feel
if you
HAVE the
feature?
I like it ??? Excitement Excitement Excitement Performance
I expect it Reverse Indifferent Indifferent Indifferent Basic
I’m neutral Reverse Indifferent Indifferent Indifferent Basic
I can tolerate it Reverse Indifferent Indifferent Indifferent Basic
I dislike it Reverse Reverse Reverse Reverse ???
51. Decision making
1. Reverse features – Definitely don’t do.
2. Indifferent features – Don’t do or educate users.
3. Basic Expectations – Must be!
4. Performance and Excitement features
- Does the feature decrease Customer Acquisition Cost?
- Does the feature increase Life Time Value?