Look & Feel
The look and feel of a product or service such as a green hat or a luxurious looking restaurant.Color | Decor |
Form | Shape |
Style | Texture |
Sense & Sensation
Sensory experience beyond look and feel.Lively | Odorless |
Pleasing Smell | Quiet |
Relaxing | Sounds Good |
Stimulating | Tasty |
Materials & Formulations
Customers may have strong preferences regarding the materials and substances in your products and services.Durable Materials | Favorite Foods |
Favorite Materials | Free of Ingredients Perceived as Chemicals |
Free of Ingredients Perceived as Unhealthy | Healthy Foods |
Luxurious Materials | Natural Materials |
Nontoxic | Organic |
Customer Experience
The end-to-end experience of using a product or service.Authentic Experience | Comfort |
Convenience | Easy to Buy/Return |
Epic Experience | Helpful Service |
Luxury | Product Information is Clear and Comprehensive |
Respect | Social Status |
Usability
The usability of a product or service.Ease to Open | Easy to Cancel |
Easy to Learn | Fun to Use |
Lack of Annoyances | Lack of Bugs |
Maintainability | Pleasing to Open |
Pleasing to Use | Productive to Use |
Reliable | Stable |
Quality
Quality is the degree to which a product or service meets a customer's ideal requirements.Build Quality | Defect Free |
Durable | Fit for Purpose |
Good Service | Well Designed |
Value
The customers preferences regarding the tradeoff between price and quality.Highest Quality Regardless of Price | Lowest Price |
Lowest Price for Reasonable Quality | Must be on Sale |
Functions
Functions are what your products or service accomplish for the customer. These are essentially customer needs.Brews Tea | Connects to Social Media |
Plays Music | Provides Shelter |
Provides Transportation | Satisfies Hunger |
Features
Features are the attributes of a product or service that are of interest to the customer. For example, a hotel with no amenities versus a resort with dozens of restaurants, facilities and services.Amenities | Capabilities |
Capacity | Compatibility |
Content | Fittings |
Fixtures | Location |
Options | Packaging |
Physical Environment | Services |
User Interfaces | Variety |
Performance
How well the product or service performs. For example, a fast car that is energy efficient versus a slow car that produces high energy bills.Accuracy | Conforms to Expectations |
Durability | Efficiency |
Precision | Reliability |
Speed | Wait Time |
Identity
The degree to which a product or service aligns to the customer as a person including elements such as values, lifestyle and social status. For example, a book that a customer views as intelligent and in line with their image of themselves.Adventurous | Aligns to a Culture |
Conservative | Cool |
Creative | Enables Freedom |
Environmentally Friendly | Inspired |
Intelligent | New / Cutting Edge |
Progressive | Safe |
Secure | Signals Wealth |
Socially Responsible | Stylish |
Traditional | Youthful |