Hartman Event on content management and Kano’s model

by Maarten Swemmer Leave a reply »

Here’s  a summary of the Hartman Event on content management I recently visited.

Although seemingly quite IT oriented, the Hartman Event on content management turned out to be very consumer focused instead. This was also due to the attention for social media.

This event was made possible by suppliers of content management systems and services. However, as opposed to other events I have seen, the participants really had something useful to contribute and did not explicitly use the opportunity to sell their product. Next year the event will put user experience central, so this promises to be very interesting.

One of the interesting lectures explained the success of a new website created by the speaker’s company. He explained how the Kano model was used to manage the different kinds of needs. In line with the model, needs were divided into three categories:

  • Basic needs: needs that need to be satisfied. When not fulfilled, the user will be dissatisfied, but beyond a certain degree of fulfillment they do not contribute to higher satisfaction. For example: the presence of a steering wheel in a car, or the availability of a website.
  • Performance needs: the higher degree of fulfillment, the higher the satisfaction. For example: the number of horse powers of the engine of the car, or the speed of a website.
  • Experience needs: when not fulfilled the user will not be dissatisfied, but once fulfilled they contribute strongly to a higher satisfaction. For example: an extra audio plug in the back of the car for connecting an MP3 player or functionality to extract a product catalog from a website for offline use.

This model can be applied to many cases in which diverse consumer needs need to be identified or prioritized.

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