Kano Model Basics | Definition, Overview, and Best Practices

The Kano Model is a framework for prioritizing product features based on customer satisfaction and implementation cost. Developed by Dr. Noriaki Kano in 1984, it focuses on understanding customer reactions to features and categorizes them into five types. Framework Components: Kano Model assesses features based on two criteria: the potential to satisfy customers and the investment required for implementation. Three features are desirable for the roadmap: basic features (expected by customers), performance features (proportional satisfaction increase with investment), and excitement features (disproportionate delight with investment). Two features to avoid are indifferent features (customers don't care either way) and dissatisfaction features (upsetting to customers). Application in Product Teams: Suitable for product teams with limited time and resources seeking to identify essential features, wow customers, and enhance performance. Provides a clear understanding of customer needs, wants, and features that have a significant positive impact. Implementation Process: Start by listing features competing for resources and assess them against customer satisfaction and implementation investment. Internal teams categorize features into the identified Kano Model types (basic, performance, excitement, indifferent, dissatisfaction). Features are then taken to users through surveys or questionnaires to gather feedback. Benefits of Using Kano Model: Helps identify the minimum features to build, features that will impress customers, and those that will enhance overall product performance. Particularly useful for teams that have faced challenges with other prioritization frameworks in the past.