Kano

The Kano Model is a framework for feature prioritization based on customer satisfaction and expectations.

Components

Basic Features: Must-have features that users expect
Performance Features: More is better, linear satisfaction
Excitement Features: Delighters that exceed expectations
Indifferent Features: Don't impact satisfaction
Reverse Features: Features that decrease satisfaction

A three-row comparison shows that missing basic needs dissatisfy, performance needs can satisfy or dissatisfy, and excitement needs may go unnoticed when absent but delight when present. Classifications should be based on user research. — Conceptual comparison of Kano’s three core need types. These qualitative responses are not measured curves; use customer research to classify a feature. Original diagram based on Sarah Gibbons, Nielsen Norman Group, 5 Prioritization Methods in UX Roadmapping (2021), section 5.

Usage

Used for determining which features to build and prioritize. Helps balance between essential features and delighters that differentiate the product.

Examples and Applications

Feature Prioritization: Categorize potential features by satisfaction impact
Product Roadmap: Balance must-haves with delighters
User Research: Survey users to understand feature expectations
See also: ICE, JTBD, CIRCLES