The Kano Model Illustrated Report

							Kano Model Analysis of Three Web Portfolio Sites

Table of Contents
Introduction ..................................................................................................................................... 4 The Kano Model ....................................................................................................................... 4 The Kano Model Analysis ............................................................................................................. 5 Website 1 - Jill Greenberg Portfolio ..................................................................................... 5 i) Basic attributes. ................................................................................................................... 5 ii) Performance attributes....................................................................................................... 6 iii) Excitement attributes. ....................................................................................................... 6 Website 2 - Jon Ruppel’s Portfolio ....................................................................................... 9 i) Basic attributes. ................................................................................................................... 9 ii) Performance attributes....................................................................................................... 9 iii) Excitement attributes. ..................................................................................................... 11 Website 3 - Pete Harrison’s Portfolio ................................................................................ 15 i) Basic attributes. ................................................................................................................. 15 ii) Performance attributes..................................................................................................... 16 iii) Excitement attributes. ..................................................................................................... 18 The Kano Model Analysis Results .............................................................................................. 20 Recommendations......................................................................................................................... 21

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

Table of Figures
Figure 1: Jill Greenberg home page with navigation ............................................................................ 5 Figure 2: Jill Greenberg updated content pages .................................................................................... 6 Figure 3: Jill Greenberg flash animation ................................................................................................... 6 Figure 4: Jill Greenberg catergories ............................................................................................................ 7 Figure 5: Jill Greenberg thumbnails ............................................................................................................ 7 Figure 6: Jill Greenberg image enlargement ........................................................................................... 8 Figure 7: Jon Ruppel Home page navigation ........................................................................................... 9 Figure 8: Jon Ruppel contact page .............................................................................................................. 9 Figure 9: Jon Ruppel email page ................................................................................................................ 10 Figure 10: Jon Ruppel flash animation ..................................................................................................... 10 Figure 11: Jon Ruppel image enlargement ............................................................................................. 11 Figure 12: Jon Ruppel interation section ................................................................................................. 11 Figure 13: Jon Ruppel interation changes (1) ....................................................................................... 12 Figure 14: Jon Ruppel interation changes (2) ....................................................................................... 12 Figure 15: Jon Ruppel interation changes (3) ....................................................................................... 13 Figure 16: Jon Ruppel interation images ................................................................................................. 13 Figure 17: Jon Ruppel play interation ....................................................................................................... 14 Figure 18: Pete Harrison Home page navigation .................................................................................. 15 Figure 19: Pete Harrison news and updates .......................................................................................... 16 Figure 20: Pete Harrison image selections ............................................................................................. 16 Figure 21: Pete Harrison image enlargement and description ........................................................ 17 Figure 22: Pete Harrison image enlargement choice .......................................................................... 17 Figure 23: Pete Harrison flash loading page .......................................................................................... 18 Figure 24: Pete Harrison flash loading 2nd page ................................................................................. 18 Figure 25: Pete Harrison links and scroll effect .................................................................................... 19 Figure 26: The Kano Model Analysis Results ......................................................................................... 20

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

Introduction
The Kano Model
Which features of a portfolio can be used to obtain a high level of viewer (potential client) satisfaction? Which portfolio features have a more than proportional influence on satisfaction, and which attributes are an absolute must in the eyes of the potential client? The Kano Model can be used to identify the attributes that are the basis for achieving customer (client/viewer) satisfaction with a product or service.

The Kano Model’s categories of a portfolio’s attributes are:
i) Basic attributes. Basic attributes are the expected attributes or “musts” of a portfolio, and do not provide an opportunity for portfolio differentiation. Increasing the performance of these attributes provides diminishing returns in terms of viewer satisfaction; however the absence or poor performance of these attributes results in extreme viewer dissatisfaction. The portfolio must have these attributes e.g. the portfolio is easy to read and navigate. ii) Performance attributes. Performance attributes are those for which more is generally better, and will improve viewer satisfaction. Conversely, an absent or weak performance attribute reduces viewer satisfaction. Of the needs viewers verbalise, most will fall into the category of performance attributes. These attributes will form the weighted needs against which portfolio concepts will be evaluated. The portfolio should have these attributes e.g. the portfolio’s content is current and regularly updated. iii) Excitement attributes. Excitement attributes are unspoken and unexpected by viewer but can result in high levels of viewer satisfaction, however their absence does not lead to dissatisfaction. Excitement attributes often satisfy latent needs – real needs of which viewer are currently unaware. These attributes create a WOW factor for the portfolio; they are sometimes referred to as 'viewer delights' e.g. Flash animations are used to add interest to the portfolio.

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

The Kano Model Analysis
Three examples of website portfolios for freelance designers and photographers were chosen to conduct the Kano Model Analysis. Annotated screen shots have been used to present the Analysis results for this illustrated report. I believe the online portfolio websites I have chosen are fun, inspiring, and creative works of art. My recommendations of what I believe the essential, performance and excitement attributes of a web portfolio should be are at the end of this report.

Website 1 - Jill Greenberg Portfolio
Website Manipulator at: http://www.manipulator.com/

i) Basic attributes.
Simple and easy to navigate this cleverly organized portfolio site co-opts Jill Greenberg’s photography as part of the design. Her work is vibrant and the minimalist surroundings funnel all attention to the photos themselves.

Figure 1:

Jill Greenberg home page with navigation

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

ii) Performance attributes.

The content is up to date with News, Exhibition / Events, Publications, Bios and Press pages. Photos are easy to access.

Figure 2:

Jill Greenberg updated content pages

iii) Excitement attributes.
WOW factor

What’s intriguing is the dark grey rectangles (flash animation) as the curser moves over each one a different row of thumbnail photos appear.

Figure 3:

Jill Greenberg flash animation

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

Moving your cursor over the photographs you have a selection of 34 different titled categories to choose from with numerous photos in each.

Figure 4:

Jill Greenberg catergories

After selecting one of the thumbnails photos all the photos from a category appear beneath in a new selection of rectangles to choose from.

Figure 5:

Jill Greenberg thumbnails

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

After selecting an individual photo you can view the enlargement.

Figure 6:

Jill Greenberg image enlargement

Jill Greenberg: photographer and her online photography portfolio web site is excellent and covers all three of the Kano Model attributes. I was extremly satisfied with its user interface and all the content layout.

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

Website 2 - Jon Ruppel’s Portfolio
Website at: http://www.oneover.com/

i) Basic attributes.

Very basic and easy to navigate by select About, options or contact. Images appear when site opens. Navigate photo’s by selecting an image they all have text descriptions..

Figure 7:

Jon Ruppel Home page navigation

ii) Performance attributes.

No dates or resume details so cannot be sure if the site is up to date or his qualifications.

Figure 8:

Jon Ruppel contact page

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

Seems you have to forward an email to make any contact.

Figure 9:

Jon Ruppel email page

Select an image it slightly enlarges.

Figure 10:

Jon Ruppel flash animation

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

After click on the images the page opens to the enlargement with a text description beneath it. You can select others images to the right.

Figure 11:

Jon Ruppel image enlargement

iii) Excitement attributes.
WOW factor

There are options to Interact with this portfolio the way you want: choose from six visualizations, six background images and filter by three categories.

Figure 12:

Jon Ruppel interation section

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

Change the background images.

Change the interface style.

Figure 13:

Jon Ruppel interation changes (1)

Change the background images.

Change the interface style.

Figure 14:

Jon Ruppel interation changes (2)

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

Change the interface style.

Filter the type of images that you can see images.

Figure 15:

Jon Ruppel interation changes (3)

Choose an interactive images.

Figure 16:

Jon Ruppel interation images

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

Play with the interactive images.

Figure 17:

Jon Ruppel play interation

Jon Ruppel: Designer and Developer and his design and development portfolio web site is well organised and covers all three of the Kano Model attributes. I was satisfied with its user interface but I could not determin how old the site was and if the content had been updated or if it was current.

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

Website 3 - Pete Harrison’s Portfolio
Website at: http://www.aeiko.net/

i) Basic attributes.

Fantastic design and layout, simple and very easy to navigate and read.

Starts with background music which can be switched off.

Figure 18:

Pete Harrison Home page navigation

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

ii) Performance attributes.

Up to date with current information and text is readable.

Figure 19:

Pete Harrison news and updates

All content is easy to access select an image and click loads extemly fast.

Figure 20:

Pete Harrison image selections

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

Image expands with text description.

Figure 21:

Pete Harrison image enlargement and description

With option to choose another image in that category.

Figure 22:

Pete Harrison image enlargement choice

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

iii) Excitement attributes.
WOW factor

Terrific first image which loads quicker than the blink of and eye.

Figure 23:

Pete Harrison flash loading page

A fixed Background image has been used.

Figure 24:

Pete Harrison flash loading 2nd page

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

Has links to other great websites.

Content on top moves with a transparant background over the fixed background this looks amazing.

Figure 25:

Pete Harrison links and scroll effect

Pete Harrison: A top UK illustrator, graphic, web, interactive, developer, clothing, toys designer and his online portfolio web site is excellent and extremly satisfying to use. It covers all three of the Kano Model attributes.

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

The Kano Model Analysis Results
After assessing the three portfolio websites these are the results of my analysis.

Figure 26:

The Kano Model Analysis Results

Author : Judy Beddoni

Date : 29th July 2008

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Kano Model Analysis of Three Web Portfolio Sites

Recommendations
Technology trends and advancements are constantly moving forward at a fast pace so an online website should really reflec these changes. I believe the essential, performance and excitement attributes of a web portfolio should be:       Load quickly with out leaving you waiting for any length of time. Visually satisfying to view without any glaring or garnish colours. Text content should always be readableand not clash with the background. Navigation user friendly and simple and easy to follow. Navigation also to be interactive for the user. Content up to date and current with information clarifying content postings.

Author : Judy Beddoni

Date : 29th July 2008

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