Andriy Korol "What is the next great feature you have to implement? Kano model and Unit economy rules for decision making"
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EduNav is an education technology company that helps students optimize their educational plans to graduate sooner. It analyzes unique student profiles, course schedules, and requirements to build billions of customized plan possibilities using analytics and rules-based recommendations. This helps address inefficiencies in higher education like low graduation rates and course under-enrollment. The presentation discusses EduNav's solution and how it uses principles like the Kano model and unit economics to prioritize new features and improvements that deliver the most value to students and institutions.
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%
- 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
- 14. Basic Expectations Can’t get up above neutral satisfaction Investment UserSatisfaction Frustration Delight
- 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.
- 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.
- 20. Performance Features More - better Investment UserSatisfaction Frustration Delight
- 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.
- 22. Release 1.0 Feature Feature Feature
- 23. Release 1.5 Feature Feature Feature Feature Feature
- 24. Release 2.0 Feature Feature Feature Feature Feature Feature Feature Feature Feature
- 25. Release 3.0 Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature
- 26. Release 4.0 Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature
- 27. Experience Rot Features Complexity User Experience
- 28. Release 5.0 Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature
- 29. Release 5.0 Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Competitor Feature Feature Feature Feature Feature
- 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!
- 33. Excitement Features What once was “the next best thing” becomes basic, expected and needed.
- 34. Excitement Features Plesure Flow Meaning Investment UserSatisfaction Frustration Delight
- 42. Student’s feedback on EduNav Why didn’t we have access to this before?!
- 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.
- 47. Reverse Features Absence of a feature brings satisfaction, and the presence leads to resentment L
- 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?
- 52. Andrei Karol Product Manager, EduNav andrei.karol@gmail.com FB: andrei.karol.7