Objective: To survive in the highly competitive business environment, companies should prioritize improving service quality. In this regard, product and service design should be in a way that meets the needs and demands of customers in the best possible way. The purpose of this paper is to choose the best design for developing and creating a mobile phone application using a combined approach of Kano-QFD and Fuzzy EDAS.
Method: The methodology of the current research is in the paradigm of positivism with applied orientation and quantitative method. The method of collecting field data, the strategy of survey research and the purpose of descriptive research. To choose the best product design for the mobile phone application, the most important customers ‘needs have been identified and categorized using the Kano model. In the next step, the AHP method was applied to prioritize customers' needs. Then, by using the QFD method, customer requirements have been converted into technical specifications and functional requirements of the product, and the prioritization of the technical requirements of the product has been done. Based on the technical requirements of the product, the product engineers have proposed three designs for the mobile application, and finally the best design was selected using the Fuzzy EDAS.
Results: The results show that the design of the mobile application should be such that the main page of the application has no categories and should be considered with the use of hashtag search, but for the convenience of the user, certain goods and services should be considered in a separate section of the category. method.
Conclusions: The market research team has identified 19 needs as the main customers ‘needs, and these needs are classified into three functional, basic and motivational categories based on Kano's model. The prioritization of customer needs shows that security, low cost, reliable payment gateway, and the presence of regular categories are the most important customer needs, and product engineers should keep these things in mind when designing and developing the product.