What is prioritization?
Prioritization is the process by which a set of items are ranked in order of importance. In product management, initiatives that live in the backlog must be prioritized as a means of deciding what should be developed next. Prioritization is the most important concern of every Product Manager. This need for prioritization comes from a problem that simple and classic, we don’t have enough resources to solve every single problems.
Why prioritization is a challenge for a Product Manager? The answer lies in several things :
· Focus on smart features, not features that are directly affect the goal.
· Dive into new features too much, rather than features trusted product.
· Ideas that are too fun to explore on your own without looking there are other features that actually have far-reaching impact.
Kano model
Dr. Noriaki Kano, created the Kano model in 1984. Dr. Noriaki developed this prioritization framework model while researching factors leading to customer satisfaction and loyalty to products. Kano Analysis aims to help teams uncover, classify, and integrate the four groups of features needs in the current product or service company develop. Kano classifies features into four categories, depending on how customers react to the provided level of Functionality.
Performance
Some product features behave as what we might intuitively think that Satisfaction works: the more we provide, the more satisfied our customers become.
Must-be
Other product features are simply expected by customers. If the product doesn’t have them, it will be considered to be incomplete or just plain bad.
Attractive
There are unexpected features which, when presented, cause a positive reaction. These are usually called Attractive, Exciters or Delighters. I tend to prefer the term Attractive, because it conveys the notion that we’re talking about a scale.
Indifferent
Naturally, there are also features towards which we feel indifferent. Those which their presence (or absence) doesn’t make a real difference in our reaction to the product.
Prioritization Using Kano Model
Creating question items as questionnaire consisting of functional and dysfunctional question with already formatted answer. Every answer have their own score. For example :
F — What is your feeling if our app have e-wallet as payment option?
a) I like it 4
b) I expect it 2
c) I am neutral 0
d) I can tolerate it -1
e) I dislike it -2
D — What is your feeling if our app don’t have e-wallet as payment option?
a) I like it 4
b) I expect it 2
c) I am neutral 0
d) I can tolerate it -1
e) I dislike it -2
Sum up the total point of functional and dysfunctional questions individually and divide by (n) number of person asked. lets say we already the result from the question above are :
F — 1 expect, 3 neutral = 2 = 2/4 = 0,5
D — 1 like, 1 expect, 1 neutral, 1 dislike = 4= 4/4 = 1
Combine functional and dysfunctional questions, then the requirement type of a product can be classified with table using functional as a vertical line and dysfunctional as a horizontal line. Tasks that should be prioritize are in Must-be (M) and counter-clockwise to Performance (P), Attractive (A), and Indefferent (I).
Thanks for reading hope it helps.
source :
- Binar Academy PM course chapter 4 2022
- Productplan.com
- Foldingburritos.com
