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The Kano Model
Get the vitals and the basics right, and then delight with the goodies.
A useful way to evaluate the design of any product or service is the Kano Model. By separating each element of its design into three sections, you can see if it meets the minimum expected requirements and how it can be improved.
Vitals: These are the requirements that the customers expect and are taken for granted. For example, a bike needs wheels, brakes and a chain.
Basics: These attributes result in satisfaction when fulfilled and dissatisfaction when not fulfilled. A bike without lights and a comfy seat would be cause for annoyance.
Goodies: These attributes provide satisfaction when achieved fully, but do not cause dissatisfaction when not fulfilled. If the bike included a helmet and padded shorts, this would be very impressive.
More often than not, many products fail at the vital stage. And products that really go above and beyond with goodies are the ones that become timeless.