What Is the Kano Model?
What Is the Kano Model?
The Kano Model helps prioritize product features based on customer satisfaction. It categorizes features into Basic Needs, Performance Needs , Delighters , Indifferent Features , and Reverse Features. This model guides teams in focusing on features that provide the most value.
Key Categories in the Kano Model
| Category | Definition | Example |
|---|---|---|
| Basic Needs | Essential features customers expect. If missing, they cause dissatisfaction. | Wi-Fi in a hotel room. |
| Performance Needs | Features that improve satisfaction as they improve. | Faster loading time in an app. |
| Delighters | Unexpected features that greatly please customers. | Free upgrade to business class. |
| Indifferent | Features that neither add nor reduce satisfaction. | Different button colors. |
| Reverse | Features that some customers dislike. | Auto-play videos in an app. |
How to Use the Kano Model for Feature Prioritization
Use the following procedures to prioritize features using the Kano Model:
Determine Possible Features
Enumerate any feature you are thinking about adding to your product.
Survey Customers
To find out how customers feel about each feature, use Kano style surveys.
Sort Features
Sort features into Basic Needs, Performance Needs, Delighters, Indifferent, or Reverse categories based on survey responses.
Prioritize Features
To get a competitive edge, concentrate on addressing Basic Needs first, then improving Performance Needs, and lastly introducing Delighters.
Continuously Review
To keep your product relevant as consumer expectations change, reapply the Kano Model.
By using this strategy, you can make sure that your product delights customers and provides necessary value.
Kano Model Examples
Product Management Software
- Must-be: Agile tools such as a Kanban board.
- One-dimensional: Ability to integrate with other tools.
- Attractive: Free trial period.
- Indifferent: The coding language used to develop it.
E-commerce Platform
- Must-be: Secure payment processing.
- One-dimensional: Fast website loading speed.
- Attractive: Personalized product recommendations.
- Indifferent: The font style used in the checkout page.
Kano Model vs. Other Prioritization Frameworks
| Framework | Focus | Best For |
|---|---|---|
| Kano Model | Customer satisfaction & emotional impact | Prioritizing features based on user delight |
| MoSCoW Method | Categorizing features into Must, Should, Could, Won’t | Setting clear priorities in project management |
| RICE Scoring | Reach, Impact, Confidence, Effort evaluation | Data-driven decision-making for roadmaps |
| Value vs. Effort | Balancing feature impact vs. development effort | Quick prioritization for agile teams |
| ICE Scoring | Impact, Confidence, and Ease of implementation | Fast feature ranking with minimal data |
Common Kano Model Mistakes
Ignoring Customer Segments
Assuming all users have the same needs.
Misinterpreting Results
Misclassifying features due to lack of context.
Overlooking Changes
Not updating priorities as user expectations evolve.
Focusing Only on Exciting Features
Neglecting must-have and performance features.
FAQs About the Kano Model
It helps teams focus on features that maximize customer satisfaction and business value.
Related Glossary Terms
A/B Testing
A method to test different product features and determine which ones enhance customer satisfaction, aligning with Kano's focus on user preferences.
Growth Product Management
Involves prioritizing features that drive user retention and engagement, using models like Kano to maximize customer satisfaction.
Minimum Viable Product (MVP)
The first version of a product with essential features, often informed by Kano Model insights to ensure it meets Basic Needs while identifying potential Delighters.
