What is the Kano model?
The Kano model is a framework used to prioritize features. It is a good complement to other prioritization frameworks as it looks at what is expected to differentiate on the type of satisfaction a feature will drive - does it merely remove dissatisfaction or does it create excitement.
Developed in 1984 by Dr. Noriaki Kano the Kano scoring model is a framework used to prioritize features by weighing up:
- CUSTOMER DELIGHT vs.
- IMPLEMENTATION INVESTMENT
Features are grouped into 5 categories:
- BASIC. Expected features that needs to be part of your solution if your product is going to be competitive and which can be detrimental if absent.
- PERFORMANCE. Also known as one dimensional because these features have a directly proportional relationship between implementation investment and customer delight.
- EXCITEMENT. Customers may not even miss them if they are not included, but they deliver a disproportionate amount of customer delight as you invest in them.
- INDIFFERENT. Features that customers do not care about.
- DISSATISFACTION. Features that will frustrate and upset customers.
Measuring customer perceptions
To measure customer perceptions of your product’s attributes, a pair of questions is asked for each feature:
- How they feel if they have the feature;
- How they feel if they did not have the feature.
With specific options to choose from:
- I like it
- I expect it
- I am neutral
- I can tolerate it
- I dislike it
The resulting matrix will help place features into the 5 Kano categories for further analysis against implementation investment.
Using the Kano model
The Kano model is a good framework for teams with limited time and resources as part of the prioritization stage of the product management process.
