A Refined Quality Attribute Classification Model for New Product and Service Strategic Design

The Kano requirement model is based on the need to provide superior quality to clients. Thus, it classifies different product attributes based on their contribution to perceived quality. Nevertheless, in the case of new products or services their value is not perceived, but demanded by consumers. Therefore, literature presents the HWWP (Health, Weapon, Wealth, and Prospect) four quadrant model as an alternative for first time right design. The authors analyse the HWWP's value-added and customer importance principles and provide a refined model with a natural distribution of information and a strategic orientation. This refined perspective of customer needs evaluation is based on mathematical modelling and a thorough delimitation of quality attributes for managerial thinking by using elasticity curves from the economic domain in a previous case study. The present article aims to provide logical classification criteria for customer requirements as a first step towards strategic decision support in new product or service design. The refinement of the HWWP model deepens its position in the theory of attractive quality and transforms it in an innovative strategic tool for new product and service design.