Achieving Customer Acceptance of Novel Product Features by Offering Customer Delight

Abstract

Today’s markets often offer different product solutions to the same customer need. In particular, new products offer new features requiring new customer behavior. This is typically driven by technology push, environmental concerns, or legal requirements. Due to inconvenience users do not easily change their behavior and thereby reject novel products unless they offer an obvious delight in the eyes of the user. Product developers need to take this in account when designing products. Tools such as UX, Kansei Engineering and Kano model are amongst those supporting product practitioners. This is exemplified by the affective evaluation of computer mice over three generations. It can be seen that in particular women have different affective needs in comparison to men related to auditive properties of mice. Hence it is important to adjust the user panel composition in accordance with the expected effect in order to avoid biases due to lacking diversity.