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Chapter 4 explained how to analyze and prioritize product attributes. The most important things to remember are the following:

  • Maslow’s hierarchy of human needs helps you understand what people need the most and how meeting needs is progressive.
  • Maslow’s hierarchy of human needs can help you set priorities for digital products. For example, people need to access (see and navigate) content and services above all. Next in importance is readability, followed by the ability to interact, and then performance and other enhancements.
  • The Kano Model uses three categories to analyze customer satisfaction: basic, performance, and delightful.
  • Delivering basic product attributes doesn’t earn you accolades, but not delivering them results in severe customer dissatisfaction.
  • Performance attributes are linear: The better (or more) you deliver, the higher customer satisfaction is.
  • Delightful attributes are the opposite of expected ones. Not delivering them doesn’t result in much customer dissatisfaction (because the attributes are not expected), but delivering them can surprise and delight customers, which can result in high satisfaction.
  • Don’t neglect basic attributes in favor of performance or delightful ones. No performance or delightful feature will make up for a missing basic attribute.
  • Expectations can change rapidly: Today’s delightful feature can be tomorrow’s performance feature and next year’s basic feature.
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