A study on the improving product usability applying the Kano's model of customer satisfaction

User-Centeredness is the popular approach for achieving users' satisfaction. Nevertheless, when considering profit optimization under economy efficiency and the limit of development period, it is almost impossible to apply solutions to all the usability problems reported during the test. Therefore, the strategic approach is required to maximize the perceived usability under the limited circumstance. Physical User Interaction (PUI) is defined as the physical side view of the usability and the broader concept of the usability. In this research, we constructed UI guidelines for PUI (Physical Usability Interaction) of mobile phone reflecting the user's value. This research applied the Kano's model of customers' satisfaction to classify the PUI guidelines into two groups. One is the design standards which must be satisfied to guarantee the minimum satisfaction. The other is the value-adding criteria to hold a dominant position compared to competitive product. From this categorization, we could use the PUI design guidelines not only for evaluating current product quality, but also for finding the direction of strategic value improvement.