There were times when companies designed products without even considering how their customers felt about them. Their idea was that product performance was the single driver of customer satisfaction. That idea is still around. But you, as a designer, instinctively know that there…
A visit to the abyss.
Some customers are looking for worse, too
Or do you? Aversion as a metric.
A nasty life-cycle
A nasty life cycle
Don't dismiss the obvious features when doing a Kano study.
Successful features breed new features.
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The full guide to the Kano model